Fedor Vozianov at the XII International PR-festival: «Brand starts with love»
Fedor Vozianov – one of the brightest and most talented national clothing designers. He has been in the fashion industry since 1998, although started to take part at the UFW just a few years ago. At the same time in Europe, his name, like his work, has been well known for a long time. And if in Ukraine Vozianov «closes» the twenty of most successful local designers, the Italian Vogue back in 2010 included him to the number of the top eight most innovative fashion designers in Europe, Asia and the USA. Such an honor, besides Vozianov amoung the Ukrainian designers nobody has had.
Fedor Vozianov defines his style as «aesthetic avant-garde». Brave experiments with the cut, the search of the most laconic form, minimalism, «anti-glamour» – the basic elements of creative style of the artist. Clothing vozianov – is primarily aesthetic and personality. A high quality and convenience make it attractive not only as a fashion object, but beyond the catwalk as well.
It is Fedor Vozianov who became the guest of honor at the first day of the XII International PR-festival. Famous designer spoke to the festival audience in section «Spider-brand».
Despite the fact that Vozianov in the West is precisely the man-brand, which symbolizes for many, not only progress but also Ukrainian fashion, the artist himself is quite humorous about such a title. What he did not fail to mention at the festival in response to his representation as a «man-brand». Addressing the audience, he said that, like any creative person, negatively related to templates, he prefers to act without previously prepared speeches. And welcomes a dialogue format because it allows, first, to understand at once, whether you’ve been listening to, and secondly, to talk about what really excites and interests the audience.
Apparently so, after a short preamble designer turned to the audience with a question that, in their view, is a key criterion of man-brand. Having received the reply that the main criterion for any brand – is its cost, he has developed this idea. He stressed that when it comes to man-brand, the indicative fact is that a person can be of great value converted into the financial equivalent, while he may be poor indeed. And the value exists from the very beginning and the cost is being built up within the process of personality/brand development. In general, the main feature of brand in relation to personality – recognition and replicability. But where the story of person-brand's birth begins?
«As a person who is completely not technological, it seems to me that any personal brand begins with the fact that the person has the object of love, – said the designer. – It is strange to talk about high feelings in this context, but I'm sure it is true. Before this happens, all other emotions, ideas, plans – just ideas, emotions and plans. They seem to smolder. But as soon as the very object of love appears, they start to burn. And as a result of interaction with their object of love something that is called the brand that from a technological viewpoint is received».
As a result of the short following discussion to the audience, the subject matter of which became the question of the designer whether the brand can be developed using pure technology, from the previous «yes» answer another formula was born. Namely, if you combine love and technology, the result will be much higher than if you go either exclusively one or the other way.
Vozianov Fedor: «I 150% agree with that. I think that when people become brands – this is just a union on the one hand of deep feeling, on the other – quite cold calculation. If you look at how some well-known brands were born, almost everything is always happening according to this formula. Net calculation itself can be the basis for something long-term, but without emotions it will not hold out. I.e. brand in any case begins with a strong sense of the founder including love to what he is doing or is going to do». The designer gave an example from personal experience, when as a child first sewed thing to attract a girl’s attention, and then literally got «sick» with creativity.«In my opinion, an important component of man-brand or just someone who develops any business is the notion of indifference – continued designer – and without this notion any successful brand development is impossible». He mentioned that in the context of the brand, especially creative one, people always talking about creativity, immersion, emotion, but the word «indifference» does not appear anywhere. While it is critically important. As for the one who is going to develop anything besides passion or some business idea is also important what he is indifferent to. And what he is willing to sacrifice in order to develop his brand. «I think that man-brands – people with well-developed sense of indifference to everything that can prevent them from achieving the goal. Not having this feeling, they could not be fully devoted to their work and to achieve the results they want to achieve», – said Vozianov.
Another important criterion for the formation of man-brand, according to the designer – a kind of fanaticism, self-denial and sacrifice. Most of the people whose names are included into the history, and which can be rightfully regarded brands, really sacrificed so much to achieve a goal.
In the end of his speech answering the question what needs to be done by the person who wants to become a brand, in addition to «love their job and to renounce everything». Fedor Vozianov replied: «Can a person become a brand, thinking that he wants to become a brand? I think can’t. This is a road to nowhere».