In the spring of 2019, the Eleganzza brand finally turned into the ownership of the Russian company, headed by the tandem of entrepreneurs – Tatyany Ledyankina and Irina Shulgina. Simultaneously with this event, Eleganzza introduced the new creative director Sergei Surkov and his debut collection of accessories “on the wave”.
“For everyone who monitors the development of the Eleganzza brand, the appointment of Surkov is not a sensation. We have been working together for a long time and understand each other well. All recent changes are associated with the new brand policy. We needed a daring and star director, and Eleganzza received it, ”Tatyana Ledyankina comments on events.
Behind the new creative director of Eleganza, years of work at the Independent Media publishing house, where he was engaged in projects in Cosmopolitan, Harper’s Bazaar, Grazia and other editions as a stylist and fashionable director. Surkov also produces the shooting of Russian and European celebrities Miroslava Duma, Yana Rudkovskaya, Olga Shelest, Galina Yudashkina, Ksenia Yakubovskaya, Elizabeth Aminova, Eleanor Kariza, Ravshan Kurkova and many others. He actively cooperates with glossy publications, in the portfolio of the Surkov covers of European L’Officiel and Elle.
“I came to blow up stereotypes. Modern fashion is impossible without this, and Eleganza for me is primarily a fashionable brand! Fashion space crystallizes in Russia, interesting connections arise, this is nowhere nowadays
in the world. Eleganzza will change with the world that changes around us, ”warns the new creative director Sergei Surkov.
He was called the “star stylist” when the Grand Prix is presented at the International Fashion Assembly in 2007. He studied at Central Saint Martins College of Arts and Design in London. His experience in creating and selecting clothing collections began with the Sunday Up Market project in the Tsvetnoy shopping center. Then he worked as a designer and creative director of the Spanish brand Korsun.
“Korsun is a Spanish brand, but we worked almost throughout Europe. My laboratory was in Spain, the showroom-in Paris, production in Italy and Germany. It was a very interesting time, I think it gave me an understanding of business processes of the modern world fashion industry. It was like a game in the football team of the first league – everyone was tuned to success, and we achieved it, ”says Sergey. – The publishing house of Independent Media is my own home, working with professional fashion media in the era of blogging – this is a sea of positive experience and connections that were so important to me then.
I am studying every day. If you want to give something to the world, study! I studied in London, studied while working in Spain and France. I do not stop studying and now. All the best that is in me, I owe this habit to learn my work. The competence in the fashion-world is the convertible currency, here only one who knows everything is achieved by success!”