The pandemic hasn’t stopped Kristina Fidelskaya from joining the likes of Louis Vuitton, Bulgari, and Dior Beauty by launching her e-commerce platform. Here the Dubai-based designer tells Grazia how confinement has given her clarity.
How are you finding the transition to a new way of working/life?
It’s working out surprisingly well for me. I feel that I am happy with this new way of life. My work/life balance has improved since the lockdown. Prior to COVID-19, I was constantly on-the-go. By using technology, we keep the team together and everybody stays productive. I feel more flexible and agile as a designer and businesswoman – being able to adapt. The big bonus is having more time for my family and having quality time together.
What have been the biggest challenges?
The most challenging has been to keep the company and operations running. The world has stopped with retail almost collapsing. The fashion industry is making a big shift, with priorities changing overnight and brand values becoming the leading factor in consumer behaviour. Nonetheless, during this time we have launched our Ramadan collection Safaa – as well as our new website and e-commerce platform. Everything moved so rapidly towards the new normal, we are preparing for the future, which I believe is digital and sustainable.
What’s been the most pleasant surprise?
It’s surprising how fast things changed. I’m happy the pace slowed down and we had the time to ask ourselves “why?”. You understand and see from a distance, that there’s a lot more to be done! I see things more clearly now and this is reflected in my creations.
What are your hopes for the future?
I hope for change and that people will be more kind to each other. Be more mindful of the earth, and sustainable. We all have to contribute – and this starts with ourselves.
What message do you have for Grazia readers?
Small steps add up. Do the best you can, believe in yourself, nothing is impossible. Hold yourself accountable, and be proud of what you have been able to accomplish so far.
Photos: Courtesy of Kristina Fidelskaya