Tatev, could you tell us who you are and how did you get involved with fashion?
Hi, My name is Tatev. I’m 34 and I am from Armenia. Last 10 years I live in Spain. Between Armenia and Spain there were another countries. So I’m influenced from the art and culture of many different countries. That makes me to think wider, to be more open to accept or create new things and to find extraordinary solutions in any situation.
I was attending an art school from 8 years old till 16 where last 2-3 years I was working more on fashion projects. I was creating dresses from paper, plastic, old watch details, etc. There we were learning painting, drawing, designing, sculpture, and history ( art, fashion, architecture, design). We were participating with our works in numerous expositions, fashion shows, workshops, etc. It was very full, creative and beautiful period in my life. Then I did my architectural degree in University and started to work on architectural and interior design projects. There were numerous projects of visual merchandising. Almost all vitrines of luxury shops in my mother town were designed by me.
When I was making interior design projects my clients were always focusing on wardrobe. I did some courses and studies to become specialized in wardrobe organising, designing, decorating, and started to help my clients to organise their clothes and choose right looks. During the time they started to ask me to do shopping with them and style their looks for special events, to design dresses for them. Little by little I started to focus on that staff, did some courses. After I participated in some fashion shootings as fashion stylist and started learn more about eco fashion, the history of fashion, luxury brands and climate crisis. During the time people started to recognize me and ask to participate in shootings creating special looks for models, recycling materials, redesigning vintage or old dresses, to collaborate with local brands ( mostly eco) and fashion designers. I started to participate in shootings as creative/artistic director and fashion stylist/ designer. During all my life I was trying to tell stories and send messages to people. Now I see that the best way for me to do that is express my ideas throughout the fashion: visual merchandising, fashion films, photoshoots, stage design.
Now I see the future in video format, in movement. As life is so quick I think that we have to learn to send our deepest messages through out short films and become able to explain the whole story in max 1 minute.
How is working in fashion different today than from when you started out?
Before when you were doing something extraordinary, you had to fight for being accepted and now if you don't do something extraordinary and new you are outsider.
When I started people were not speaking about environment, eco fashion, sustainability, etc. Now it's a base of everything.
What do you want to achieve through fashion?
I want to teach people to express themselves throughout the fashion and not to be a victim of tendencies and trends.
I wish to work with engineers, biologists in purpose to create natural materials for clothes that can be dissolved easily whenever we want.
Are there particular issues within the fashion industry that concern you? If you could change anything about the industry, what would it be?
I don't like the huge quantity of production we have each year. I don't like quick fashion and I don't like trends. I think that we have to produce basic staff for selling in the way companies do that now. But the rest of the clothes need to have more particular approach. So people will not buy a huge quantity of staff that they don't need, that doesn't suit to their reality or that they keep for the day when they get a desirable weight or figure.
In your daily routine, what resources do you like to learn new things about art, fashion?
I really read a lot about fashion, I follow numerous pages on Instagram where are concentrated the last news of fashion world.
But more I like to speak with people, get in touch with designers, shop owners, stylists, journalists, photographers, etc. This is the best way to predict the future. As we - people create it! And analyzing behaviour of "main actors" in this industry always help me to see the future.
What's the most important thing you want your potential clients to know about you?
The first contact, audience will be "painful". Cause if someone needs results, changes and fresh ideas he/she must be ready to say "goodbye" to his/her old habits. Otherwise why do they hire me? To get one more confirmation that they are right and perfect?
If you could say one thing to someone younger who looks up to you, what would you say?
Follow your dreams. Never give up. Believe in yourself. Everything is possible.
What's been the biggest highlight in your career so far?
Recently when I meet new people and we get to the point when I show them my shootings they say: " Oh! I know you! I have seen your works! You were working with my friend, sister, boss, colleague, etc ... You have created such a beautiful looks, dresses, etc."
It's so nice!
What does life look like for you now and where do you see yourself in the future?
I wish to create fashion films with social context, work as a visual merchandiser and stage designer in Dior and collaborate with numerous eco brands, that are concentrated on sustainability and make limited edition collections for them.
Wardrobe Stylist/Fashion Designer/Creative Director: Tatev Knyazyan @tatev.kn Photographer: Elena Derebera @derebera_photo Photographer: Maria Kuznetsova @mashafotocom Photographer: Valeria Panarina @lerapanarina Photographer: Elena Derebera @derebera_photo Retoucher: Victoria Khubaeva @retouch_niclusha Model/Makeup Artist/Hair Stylist: Yulia Tsuranova @tesouro_novo Hair Stylist: Anastasia Babii @nastia.mua Makeup Artist: Haykushik Demirchyan @byhaykushik_bcn Model: Sandra @coco_pom_pom_ Graphic Artist: Lilia Valko Hryb @lilia_valko Model: Nikita Wolfe @nikawolfe @Le Troch management Model: Abril Garcia @abrilgarcia_b Hair Stylist: Ausra Nekrosiene @hairstylesbarcelona Makeup Artist: Rima Skuodaite @rimaskuo.makeup Hair Stylist: Anastasiia Babii @nastia.mua