Naya Rea is a brand that let’s you enter a whimsical and romantic realm. Naya who is originally from Siberia has created beautiful designs inspired from her home using delicate prints, ruffles and delicate colours. I can’t wait to see what she does next.
How did you become a fashion designer?
I have always loved fashion, ever since I can remember. I was born and grew up in the Soviet Union where I never actually knew about “fashion” as it is. I loved to dress others, it was always my thing in the family, nobody was allowed to go out without checking with me first!
I never thought of being a fashion designer until my friend, who I studied interior design with in my home town Novosibirsk, Siberia, pointed that out to me. All I was doing during my free time was thinking about clothes. I thought “Bingo! That’s what it is”. It might sound strange, but it was really a Eureka moment for me.
After that I spent a few years fulfilling my dream to become a fashion designer. It took a lot of effort and sacrifices to move to study to London. I founded my brand in 2017 (officially 2018 as a company) from home with my small savings by making all my samples by myself all while looking after my little kids. This is the way I still work, and I quite like it this way (although it became increasingly overwhelming with the amount of work last year).
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How do you get inspired?
I think a lot about inspiration, I ask this question myself constantly. I have never been inspired by anything in particular which I can just simply point out. A lot of designers say they are inspired by architectural forms, or nature, or the culture they grew up in but I don’t really like direct references. I think (it’s probably obvious) that the main influence lays in my upbringing, In the Soviet Union. Most of my time as a kid was spent wearing my black and brown school uniform, a combination of colours which were physically painful to me. The burst of colours in every collection I make is probably me compensating for the lack of it, longing for pretty, that’s what it is!
Also, I come from a very multicultural family (I am a mixture of Uighur/Korean/Japanese) so I am used to that fusion of everything (food, languages, religions) which I think somehow is reflected in my collections.
I love the dreamy aspect of your clothes; how would you describe your latest collection, and would you say it is similar to your personal style?
I love that you used the word “dreamy” - dreaming is what I do the best! It always starts as a dream to me - something which is still blurry and is slowly shaped right in front of me piece by piece. When I was creating (and making) my SS20 collection, I thought of the happiest times of my childhood, summer holidays at my grandmas. I was trying to recreate that feeling of happiness and lightness when you put your summer dress on and run around outside for the whole day. I don’t know if it translates in the garments, but I definitely enjoyed making them!
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My favourite piece is probably the Ludmila dress - it’s very simple, very easy to wear and carries that dreamy element in it and it’s pink!
Could you tell me a little bit more about your design process?
Now that my collection is being sold all around the world, the first thing I think of when designing is - will my customer feel comfortable wearing it? Honestly it was the last thing I thought of when I just started. I create for women to wear the clothes, not for them to hang in the cupboard.
I don’t like drawing my ideas on paper and because I make my garments myself I actually don’t have to. The best part for me is to transform the idea (which I call a dream) straight into the garment and that is the magical moment. You asked previously what drives me - curiosity, always!
What is your biggest achievement?
My biggest achievement is the connections I have made with the amazing people who I work with now and who became a main force of the brand. Because of their help and belief in me as a designer we now have a number of reputable stockists around the world, very strong press coverage and my clothes are worn by so many wonderful women!
What does the future hold for Naya Rea?
The future holds a LOT of work ahead, these times are uncertain but I have a feeling that we will be fine :)