Ksenia Schnaider is an innovative, conceptual brand created by a creative duo from Ukraine – Ksenia and Anton Schnaider. It has been on the market for five years now and is well-known for bold prints and clean ideas behind the pieces. Most of the things this creative couple touches is more or less involved with technology, and this is why I talked to them about the role of fashion&tech in creating and promoting their brand.
How would you describe the Ksenia Schnaider brand? Who is this girl for whom you are designing? What is she like?
She is a modern woman in a big city; she is honest with herself, and she is learning how to be honest with her environment. She is not perfect, but she knows how to look beautiful. She is a workaholic, but, at the same time, she knows how to party, and she loves spending time with her family.
What is your overall strategy promoting the brand offline and online?
We love to combine technologies from everyday life in our fashion design. For example, we did our first show (https://vimeo.com/31208950) using four web-cameras. Then we did a 3D lookbook using a free app, and our images looked melting, but cool. We never stop playing with technologies and social media. We are very active, but we also know when to stop and not become too much.
The Internet is an important place today, and you are an active user of social media. What platforms do you use, and how personal/professional is it for you?
I use Facebook, Instagram, and Tumblr but all for professional matters. At first, I created profiles that were personal, but later and with more experience, I decided not to post about my family and just concentrate on work. As a result, I simply use social media for work, and I share personal images with my family. I do not see the point of sharing pictures of my daughter with everyone in the world online. Why would I?
How much time do you spend on planning and posting on social media?
I do not have a plan. Moreover, I do not have a strategy, which would make me post on a regular basis. I prefer quality over quantity. This is why, I can be absent from social media for a week or two in between seasons, when I am working hard on my upcoming collection. On the other hand, when it is fashion week time, I will post five pictures a day. I post when I want to say something, not just to remind people about myself and my brand.
What kind of posts do you usually have? What is the idea behind them?
I usually post about my collections: models with my designs, and girls who wear my garments in real life. From time to time, my husband and partner Anton and I are on the pictures too.
What are your personal ‘do-s & don’ts’ when promoting your brand online?
Significance is essential for me. As I already mentioned, I post, when I want to say something, so each message is important for me. Also, I have noticed that people like not only seeing the models, but the designer too, and this is why, I try to post pictures of myself once in a while. Everyone wants to see, what is going on behind the scenes. I know that some of the most popular posts online involve expensive cars, huge bouquets of flowers etc., but I will never post anything like this. This is definitely a “don`t” for me.
Also, you have a website. Do you update it regularly? And what content do you have there?
Yes, our website is an important tool too. Firstly, pictures of the collections are there – runway, lookbook, and sometimes backstage. Secondly, we have a blog for posts about our activities. Every event we participate in will be featured in a blog post afterwards. So once again, there is no plan, when new content must be uploaded, but as soon as there is something to share – we definitely post about it. One of our side projects is a Camogen App. You can have a look at the preview of it here.
Apart from that, you have another online-project “Custom dress”; an option giving customers anywhere in the world the possibility of making a personalized dress with your design. This is a great idea, which makes designer shopping very personal. On one hand, it resembles going back to the times of seamstresses and crafting pieces for a client personally, but on the other it is a very modern approach, as it involves technology. I would like to know everything about it!
Custom Dress happened very organically. At some point, we understood that from season to season the cut of our dresses stayed the same, and we asked ourselves the question: “why not make it convenient for the buyers?” We created a platform for them to choose materials, cut, length, and print depending on their customers` preferences. All of our buyers loved the idea. Then we realized, that we could actually make this available for individual customers out there. After that, Anton created a website, and now whoever and wherever you are, you can go and create your personal custom dress by Ksenia Schnaider.
Everyone likes the option a lot, but at the moment, only a few people use it. We understand that we need serious sponsorship with financial support, which will make it possible using all the potential of the project. At the moment, we are currently looking for someone interested in cooperation.
How do you plan to grow online?
We definitely want to work on promoting Custom Dress, and we are also working on an online store at the moment. It is incredible how for the five years, we have been working, we didn’t realize earlier that this was a necessity. At the moment, I am finishing the fall/winter 16 collection, and Anton is busy with the store. On top of that, we have a couple of ideas, which will produce extra content online in line with our fashion&tech ideas, but they are a secret for now.