Designer POUSTOVIT: Perfection is in its casualness

Perfection is in its casualness - everything is happening with no envision, but ‘here and now’.“I found these spontaneous captures an organic reflection of POUSTOVIT clothing line: authentic without imitation,” says the brand designer Lilia Poustovit.

In the new FW 16/17 advertising campaign POUSTOVIT brand used street-style photos from a famous photographer Adam Katz Sinding, the author of Le21eme blog as well as a W-Magazine contributor. 

During Paris Fashion Week and Ukrainian Fashion Week Adam shot for his blog the most famous Ukrainian it-girls Julie Pelipas, Valya Gryshchenko and millennials star Sonya Evdokimenko, wearing POUSTOVIT“

Julie Pelipas is and has been my #1 favorite person to shoot outside of shows.  The way she walks and he incredible body proportions make for great images. The light at Arsenal was beautiful on this evening. The girl has an extremely beautiful face, and I love how the wind and light catch her. I love this green jacket and the giant piece of the wall at Arsenal. It makes for a very moody image from UFW,” says Adam Katz Sinding.

The practice of making street-style shooting as an advertising campaign is not a new thing. But POUSTOVIT brand has approached this technique in a different way: the team took Adam’s final street-style photos and received rights for their use. Such a simple yet modern way for an advertising campaign idea - is a result of research for the image and intention that are reflecting POUSTOVIT character. 

Captured models were not posing for the camera, but living at the moment. Without imitation for a runway look, they are wearing it in comfort with their decision: Julie seamlessly completes her outfit with a black turtleneck and big sunglasses, Valya - with her favourite bag-pack, Sonya - wearing a dress as a blouse and with no effort throws on a jacket.

Perfection is in its casualness - everything is happening with no envision, but ‘here and now’.

“I found these spontaneous captures an organic reflection of POUSTOVIT clothing line: authentic without imitation,” says the brand designer Lilia Poustovit.

Julie is wearing - silk print dress, wool short overcoat; 
Valya - wool coat with a sewn print, silk chiffon dress; 
Sonya - double-breasted jacket and wool trousers, chiffon dress, 

everything from POUSTOVIT.