Daria Shapovalova is not like the fashion editors you see in films. She isn't stomping on toes in her stilettos to climb the ladder; she is uninterested in champagne-fueled openings and front row freebies. Three years ago, the Ukrainian Shapovalova, who is just 23, launched her own TV show in Kiev, aiming to create a professional television broadcast about international fashion, for a Ukrainian audience. She wanted to dispel the association between fashion and glittery parties in her country, and educate them about the industry. “There were a lot of TV shows in Ukraine on social life, and the problem was that most viewers started to think that social life was actually fashion—which is not true, of course,” says Shapovalova, who often invites respected fashion critics such as Hilary Alexander and Godfrey Deeny to attend events in Kiev. Here she divulges her secrets to NOWNESS.
As well as the couture shows, you cover all four fashion weeks each ready-to-wear season. Which is your favorite?
London, because I love the traditions there and I love seeing the new designers. For example, we went to the very first show by Christopher Kane and now he is such a big star—he is from our generation and has evolved in front of our eyes. And of course I love Paris because there you have the major shows—sometimes 15 shows a day and you want to be at every one! But I also think it is very important to view all four, so you can build a complete picture of fashion for that season. You have to compete with all the other reporters and cameras at a fashion show. What’s your tactic to ensure you get the interviews you want?
My tactic is to be kind and to wear interesting accessories! When you wear something eye-catching––for instance bold jewelry––then it gets peoples attention and you can begin to talk with them. So that’s why we can see you wearing a leather harness and a Tom Binns toy soldier necklace in the film?
Yes, that is a Comme des Garçons harness… It's beautiful. What are some of your favorite pieces in your closet?
I have a lot of Comme des Garçons—some that I’ve not worn yet, but the time will come. And I have some Balenciaga from the runway, which I'm keeping for when I have daughters. Also Alaïa dresses—he’s one of my favorite designers. And I have a few pieces from the current Miu Miu collection—the one with the prints from John Wesley. I’ve always loved John Wesley's work and when I saw the collaboration with Miu Miu––one of my favorite designers—it was a happy shock. How did you come to contribute to Russian Vogue?
[The magazine] wrote a story about me, and it was a dream come true, because I’ve read Russian Vogue
since I was young. Then I was asked to write for them about couture fashion week, and now I’m very happy to have my own blog
on Vogue.ru. What is the connection between Russia and Ukraine in terms of fashion?
The connection between Russian and Ukrainian fashion is significant—Ukraine is always watching what Russia does. Russian Vogue
sells more quickly in the Ukraine than any of the local fashion magazines!