A Modern Fairytale

Designer Alena Akhmadullina’s designs underline the fact that women don’t need to look like men to succeed in the boardroom. They can be their own knights in a shimmering slip dress.

- Nidhi Raj Singh

What do clothes represent? Do they represent a dream? Are they about ambition? There is one designer for whom clothes are all about fairytales. 18 years ago, Alena Akhmadullina, conceived her eponymous label that would go on to pick leaves from various fairytales and reinterpret it for modern women. The designer based in St. Petersburg has been successfully incorporating elements from the Russian national costume in the most inspiring way. Her collections cater to women on the go, who do not wish to compromise on style. Alena opened her concept store in the historical Nikolskaya Street in Moscow. She has also designed costumes for Vancouver Olympics Opening Ceremony (2010) and Russia’s Olympic Team uniform design (2008). Back home, celebrities such as Jacqueline Fernandez and Malaika Arora have been regularly spotted in her creations. Alena speaks to us from her studio in St. Petersburg.

How would you describe your design sensibility?

I have been doing this for so long, so it’s very difficult for me to say how I feel about the process of designing. This is my job, my profession. I breathe it. It is naturally a part of me.

Were you always inclined towards fashion?

It all started with art school. I was inspired by drawing and composition lessons.