Television reporter, video director of NOWFASHION, blogger for Vogue Russia, contributor to Style.com and to Elle and Harper's Bazaar Ukraine, at just 26 Daria Shapovalova is the very epitome of an it girl, thanks to her chic allure, her innate sense of style and her cosmopolitan attitude.
But the most striking thing, on meeting her, apart from her undoubtedly fashionable aura, is her determination and professionalism. A tireless workaholic, Shapovalova travels the world as the ambassador for her project, which she treats like a protective mother does her child. In fact, Daria Shapovalova is the organiser and creative director of Mercedes-Benz Kiev Fashion Days, an innovative fashion and scouting platform founded to promote Ukrainian and Eastern European creative talent on an international scale. “It was a few years ago" she explains "when generation of creative people, first of all designers wanted to play fashion game according to international rules. By that time I had experience of covering major fashion weeks, so that cocktail burned. And then everybody realised that that was not just a game, but real passion and business”.
How was your experience at Pitti?
It was a first time for me at Pitti Uomo. This is a very serious and very important for the industry event, which is held on a high level. Selection of the brands, special program – everything is very interesting and attractive. I'd love to see more as there are so many thing at Pitti to discover, but our main goal was a Guest Nation: Ukraine project, so I devoted most of time to this very special activity of our designers.
And concerning the Guest Nation Ukraine Program?
It was a great and unique B2B experience for the Ukrainian designers and Ukrainian fashion. For the first time Ukrainian designers attracted such a big professional audience. Pitti Uomo is a serious step in the development of each brand. I am happy that designers, who are pretty young, gained this possibility now. I'm thankful to the Pitti Immagine team, who believed in Ukraine and potential of the designers!
How did you find the fashion environment here in Florence?
This is not the first time for me to be in Florence – a year ago I took part in Firenze4ever event by LuisaViaRoma and I was happy to come back with Mercedes-Benz Kiev Fashion Days creative family.
What is the difference in comparison with other cities?
As every Italian city, Florence is very beautiful, people are stylish, but it's more relaxed, ranged and accurate.
Why did you decide to create Kiev Fashion Days?
It was a few years ago when generation of creative people, first of all designers wanted to play fashion game according to international rules. By that time I had experience of covering major fashion weeks, so that cocktail burned. And then everybody realised that that was not just a game, but real passion and business. Also Kiev was becoming more and more recognisable in the fashion world thanks to the designers and other creative minds, who are always supported and promoted by Mercedes-Benz Kiev Fashion Days. One more reason is that Kiev becomes a fashion capital of the region of eastern Europe, that's why we launched Fashion Scout Kiev for the designers not only from Ukraine, but also from other countries around Ukraine. I see Kiev new fashion capital (of course, we all have to keep working on it) hopefully in the nearest future.
First "fashion love" of Daria? Your favourite designers?
The more I know about fashion and discover new names, the more I love different designers.