Friday, July 1, 2016

meet the team of On Aura Tout Vu.. bonjour et bienvenue



On Aura Tout Vu translates to "You will see Everything" and by god yes you do!
 
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The subject/subjects (Livia Stoianova and Yassen Samouilov) of this interview reinforce the idea that yes; fashion is indeed an art form. On Aura Tout Vu is without question not only art but it might be the result of mad scientists in search of immortality. What these 2 designers create is nothing short of astounding, breathtaking, thought provoking and in many ways flummoxing. When some of their pieces parade down a runway or appear on a red carpet or as wardrobe for a theatrical event, one must really wonder how it was done and who on earth could possibly imagine them and then produce such incredible pieces. One might say that Livia Stoianova and Yassen Samouilov have created this idea that when it comes to fashion, accessories and for that matter any classification of fashion, there isn’t anything that isn’t possible. Trite as it sounds, they are quite literally of the school “if you can dream it, you can achieve it.”
 
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“I think On Aura Tout Vu personifies Red Carpet glamour. I have worn them since 1999 and they certainly were making head turning avant garde pieces then and now the world has caught to what designers in Paris have known for 20 years … pay attention to what this team does! This is why the super stars are all lining up to wear On Aura Tout Vu.” Christine Suppes. Author of Electric Fashion and fashion arbiter and blogger extraordinaire
 
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What becomes blatantly apparent to the more seasoned viewer is that On Aura Tout Vu is the ultimate pairing of the old and the new; they combine the oldest methods and tenets of the haute couture and combine them with the latest 21st century technology to create masterpieces worthy of any connoisseur of fashion or museum for that matter. One might say they are not real clothes but really costumes or prototypes. While only part of that is true, what they manage to do is accomplish is literally modern fashion in the truest sense of the word. These are clothes that satisfy the fashion hunger of only those who have the most acute and individual sense of style. One might say that their pieces are felt and designed from a visceral point of viewpoint; these are clothes that are emotional and come from within not just what you see on the surface.
 
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So now in their own words you can meet the two wunderkinds of 21st century fashion:


Jeffrey Felner: You do so many classifications from couture to costumes to all sorts of accessories; is your vision unified or does each classification come with its own set of “rules.”
Livia and Yassen: Yes we can say that on aura tout vu brand is multi-cultural brand. Our way of working is completely different when we develop couture, accessories and art projects (costumes and stage design).  Rules that regulate On Aura Tout Vu creative process is to have innovative experiences in technologie, handcrafting and experimental materials. We always worry about what is the message that we want to transmit.
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JF: What was your favorite collaboration and who would you like to work with and why?
L&Y: When we start our company we first collaborate with the most established brands in that period like Yves Saint Laurent, Christian Dior, Christian Lacroix, which was our favorite collaboration, as well as Alexander McQueen but also Paco Rabanne, Nina Ricci, John Galliano  and many others. This multiple collaborations taught us a lot and permit us to develop our creativity and stay open for other universes.
We enjoy working with the unique and sytron univers, the photographers, choreographers, painters, artistes as Madonna, Beyoncé, Lady Gaga, Florence Foresti, Ivana Wong and many others… In cinema our collaboration with James Ivory’s film Le Divorce with Glen Close; Also Ballet such as Nutcracker and Carmina Burana . In near future we would love developing collaborations with Luc Besson or Tim Burton.
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JF: If you could invite any 5 people to dinner who would they be and why?
L&Y: Well it will be a dinner that make appointment between past and future so: Albert Einstein, Thomas Edison, Leonardo da Vinci, Mark Zuckerberg, Marilyn Monroe, Alexander McQueen, Salvador Dali, Beyoncé, Paul Eluard, Hillary Clinton, Madonna and we will ask Tim Burton to join us. We think will be a great group for dinner in a small castle in the French countryside with recommendations of Salvador Dali’s menu and lobsters.

 
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JF: How do you envision the brand within the next 5 years? Brand extensions? Distribution channels?
L&Y: The brand development will include different aspects of our creativity .We would love open to public in future a store that we can spend time and have cultural approach not only spend money. Web distribution is the future and custom service is what will be with the couture twist. We would continue to develop this way of working.
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JF: Can you speak to the power of the internet and social media as a device for building your business? On line sales? Or just brand recognition? Where do you see your strengths in this arena and what is your plan?
L&Y: In the beginning of internet our darling friend Christine Suppes who at that time was launching Fashionlines which was one of the first online magazines and was pushing us to do it better and better. So this was our first approach was coming from USA. We build our magazines and different web platforms with which we can express in a free way the spirit of the brand.
What is so important is to stay as you are honest about what you do in your creativity. Not to try to imitate strategies for internet.
This permit to On Aura Tout Vu to be followed and to developed business better.
We strongly believe that any brand should not lose his DNA.
 
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Stay who you are!!!