The new campaign image for Denim PV Berlin is fun and colorful, with an edgy aesthetic that reflects the creativity of its two Ukrainian creators: Ksenia Schnaider, known for her avant-garde denim designs, and Elizaveta Litovka, a talented artist & photographer.
We met with Ksenia to learn about her collaboration with the Denim Première Vision show and her creative relationship with Elizaveta.
A denim avant-gardist
Ukrainian designer Ksenia Schnaider, along with husband Anton, founded KSENIASCHNAIDER in 2011.
The brand is known for its sustainable use of materials and wide range of ready-to-wear garments, reworked pieces, upcycled items, and accessories for both men and women. Ksenia’s signature cuts, techniques, and attention to detail, with an emphasis on tailoring, define the collections, as does Anton’s philosophy of “design minus design.”
KSENIASCHNAIDER has become a pioneer in the avant-garde denim niche, creating novel designs such as asymmetrical jeans, demi-denims, cowboy jeans, and denim fur jackets.
Première Vision: Can you tell us about the inspiration behind your unique approach to denim and how it led to your collaboration with Denim Première Vision?
Ksenia Schnaider: “I really like denim and wear it almost everyday. I started to play with it when I was a teenager – I used to wear my jeans inside out, also I used to remake my moms jeans. I think I was infected with a denim virus at that time and since my 14-16 never stopped experimenting with it. I am inspired by the material itself and its endless possibilities. That is why I think our collaboration with PV is very organic because we share a mutual love for this material and its free spirit.”
PV: Could you share some insights into the creative process behind the campaign and what you wanted to convey through the visuals?
Ksenia Schnaider: “This photo was taken by Ukrainian artist Elizaveta Litovka, aka Floweirdy and it reflects her aesthetics. We used to work a lot together on creating viral campaign images for KSENIASCHNAIDER‘s social media channels and I am very proud that one of our images was recognized by Denim Première Vision.”
PV: How did the two of you come to work together? How important is it to highlight Ukrainian creativity, particularly during these difficult times in your home country?
Ksenia Schnaider: “My husband discovered Elizaveta on instagram, where she was posting random weird stuff. Her profile was very unique and we decided to invite her to create something for us. We were the first brand she created her images for. We became friends and it was always a very great time together on shootings. When the war started she had to escape from Kyiv with her daughter. We were in touch supporting each other. I am really happy that we can highlight her talent together with PV.”
PV: Finally, what can we expect from Ksenia Schnaider in the future, and what do you hope visitors will take away from your collaboration with Denim PV during the show?
Ksenia Schnaider: “I hope I will be able to surprise all denim lovers with my new creations, as I did in 2016 with demi-denims jeans, in 2018 with denim fur and in 2020 with asymmetrical jeans.”
Ksenia Schnaider will also participate in the 3rd edition of the Denim Fashion District in Berlin in late May.
Don’t miss out on the latest denim trends and meet the best denim specialists from around the world on May 31 and June 1 at the Arena Berlin!