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!!!
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