Designer Olena Dats on how to achieve sales in America and who gets dresses for free

Ukrainian designer Olena Dats arrived with a fashion marathon in the USA. As part of a fashion tour, the purpose of which is charity, she will visit five cities. In an interview with the Forum, before the show in New York, the designer told why Hollywood stars get designer dresses for free, how a foreigner can make sales in Bloomingdale, and why her clothes are cheaper in America than in Ukraine.

How do the tastes of immigrants, who are your main buyers in America, differ from the tastes of Ukrainian fashionistas?

As a rule, I participated in group shows of designers who brought their collection to an American buyer. The fact that now I alone represent three of my collections in several cities inspires optimism and speaks about the relevance of me as a designer.

But first of all, this tour has a charitable goal. I would like everything to happen and we could collect as much as possible. For this you need to collection liked. Regarding tastes, I do not work with private clients, people do not come to me in the studio. I communicate with shops, buyers and agencies, so I don’t, in fact, see the end customer. But in America I met a huge number of immigrants from the western regions of Ukraine, whose tastes I naturally know, we share some values ​​and they have some nostalgia for everything related to home. In my clothes they can find what they are missing and what they lack here. Mostly this evening dresses.

How are you represented in America and where can you get your clothes?

In America, there is a PR agency that makes photo shoots, offers clothes to stars on the red carpet. Sales from them are, but so far insignificant. I expect that after this marathon there will be stores that will want to represent my brand. For the second time, British actress Jessica Clark, known for her roles in the TV series “True Blood” and “Revenge,” chose my dress for the red carpet. Sharon Stone was also seen in my dress. All of them were with Ukrainian motives and, of course, also work to create a positive image abroad.

Have you bought these dresses?

It works a little differently, the stars receive these dresses as a gift.

In many collections of world designers used Slavic embroidery and prints. Is there a trend in Ukraine in the fashion world? Has the approach of Ukrainian designers to their collection changed in this connection, is such an identity being sold?

I can only rely on my experience. All over the world during fashion weeks or pre-orders for buyers, the client first looks at the quality, creativity, price and only then asks what country you are from.

What are the prospects for designers from the CIS countries in America oversaturated with brands?

Everyone has their own ways and goals, so each brand has its own characteristics. For myself, I chose the path of work through a PR agency that represents my interests. I wrote today that the buyers from Bloomingdales interested in my collection. According to my agents in America, they have long been following my work. I do not know whether the deal will take place or not But it is nice that they are interested and aware of the existence of Ukrainian fashion. Even the fact that they have catalogs gives us hope. Although our fashion is very creative, it has a lot of soul and strength invested in it, we are still not competitive in price. In America, from idea to implementation, the path is much shorter and cheaper.

screening of Olena Dats Photo: press service of Olena Dats

Is the price of your clothes different in America and Ukraine?

There is a 50% discount for guests of my shows in America, so now in America they can be purchased cheaper than in Ukraine [the cost of Dats outfits is from $200 to $1000 before the discount]

In New York you are the first. Do you already have favorite places? Where would you like to go first?

The first impression is overwhelming. I really like the speed of the city, and in any cafe you can hide from this noise and madness. This is a city where you immediately feel at home, there is no addiction. In the first place I would go through museums; Metropolitan Museum.