KSENIASCHNAIDER is a synthesis of fashion design reasoning from Ksenia Schnaider and engineering logic from Anton Schnaider, the married couple behind the brand. A vision of an undemanding statement attire combined with the Design Without Design approach makes KSENIASCHNAIDER a meta cultural phenomenon, which resides in the ever present moment.
Exclusively for L’Officiel, Ksenia Schnaider and Anton Schnaider open up more about the KSENIASCHNAIDER brand.
Tell us about how the brand started and how it transformed along with you?
Ksenia & Anton Schnaider: KSENIASCHNAIDER as a brand did not appear that quick. Behind the brand stands a long and hard-working process. Everything started with Ksenia and her aim of working closely with clothes and creating her own designs. The journey began with Ksenia’s personal brand: feminine silhouettes, girly dresses, implementing new techniques into a classical wardrobe. It was not enough for Ksenia as her love and strong connection to denim was prior to her. After spending most of the lifetime searching for proper denim at second-hand shops and experimenting with vintage jeans: reconstructing, reworking, and adding some of Anton’s concept “design without the design”, KSENIASCHNAIDER found its path to the fashion world as a sustainable brand.
What are the main distinguishing features or iconic elements of the brand?
Ksenia & Anton Schnaider: Strong sides and key elements of the brand can be highlighted as: a guru of giving a second life to the old garments. All of the denim pieces from each collection are produced from old jeans, which we are skilfully transforming into new models, where denim becomes a new fabric without any defects and does not bring any damage to our environment. This is how the brand model is formed and operates as a “Zero Waste” production.
What are some of the challenges that you have faced with your brand?
Ksenia & Anton Schnaider: Covid-19 has influenced our business the most. Fighting the virus in real life and simultaneously managing a business takes a lot of effort, especially to stay afloat. The downsizing of the team has taken a heavy toll on us, the loss of clients and interest in our product, which has just begun to be recognized worldwide. That is how we have learned who’s still loyal to us, and on that basis, we’ve reviewed many of our actions in production, distribution, sales, and so on. Many companies face tough challenges in a different way but there is only one way out: will you give up or get over it?
“Many companies face tough challenges in a different way but there is only one way out: will you give up or get over it?” – Ksenia & Anton Schnaider
How did you get the attention of superstars and celebrities? Tell us about your first reaction to their public appearances in KSENIASCHNAIDER looks.
Ksenia & Anton Schnaider: For Ksenia, as a designer, it is heart-touching to see role models wearing her designs. Only after, comes appreciation and understanding that the work is not done in vain. Spending a long time hatching complex designs in the head, trying to figure out, who will refer to them with the admiration and desire to purchase, the hope of seeing celebrities wearing your pieces starts to fade. Personally, Ksenia could never imagine that Celine Dion, herself, would wear such jeans – Asymmetrical jeans, where one side is loosed-wide and another one is slimed-straight. It’s a pleasant shock, which comes with a lot of worldwide support from the press, interesting personalities, stylists, buyers and it empowers to create more and share a personal vision with much-appreciated people.
What or whom do you consider as your greatest inspiration?
Ksenia & Anton Schnaider: My Ukrainian designers-colleagues. It is quite complicated to run a fashion brand in a country, where you have low access to the main resources and always face difficulties with borders and customs, which is primary to the mechanism of the company. When you’re at your lowest point, you look at your colleagues and you realize you’re not alone in this. These people share the same difficulties, support you, and inspire you to keep it going because we are all together in this.
What is the best part of your profession?
Ksenia & Anton Schnaider: How can you single out one best part of your profession? Every detail is important to me, every review brings me happiness. The best thing for me is to see the devotion of people and huge interest in the brand. It’s nice to build a small world where people share your point of view and believe in you and your cause more than you do!
What is your secret to success?
Ksenia & Anton Schnaider: Never be afraid to ask for others’ opinions, advice, or help. We are all people and we may need some brainstorm or a side-view. Always remain calm and do not create chaos. Sometimes excessive and impulsive movements result in damage to you. Remember to measure it seven times and cut it successfully once.
What is coming up for your brand?
Ksenia & Anton Schnaider: We have built up a strong creative designer duet, where Anton applies his knowledge in graphic design, and Ksenia practices sewing technologies, gives ideas, and generates energy for both. When talented people get a lot of experience and a certain amount of valuable information, others start turning to them for guidance and weighty advice. We are looking forward to establishing a studio where we can share our skills, assist, and consult small businesses, collaborate with artists in different fields of employment, provide branding for corporations, develop products, etc.
Pictures: PR