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mEEt SAnTa bRaNDs
The cult label serving glamour, rhinestones and disco
Words by Heather Gwyther
Even if only visually, you’re probably already familiar with Santa Brands. After all, it’s big on Instagram, and the rhinestone mesh fabric that defines its pieces is impossible not to notice. Still, there’s more to this Ukrainian brand than what’s on the surface, as we discovered from its founder, Iana Stanislavka.
ON WHO SHOULD WEAR SANTA BRANDS
“I guess we don’t have any strict vision on who should wear Santa Brands – and that’s the point. I don’t have any particular image in mind while designing our pieces, because they should be a fit for anyone. The Santa Brands heroine is herself in every way: unique, rebellious and always dancing to her own tune.”
ON THE IMPACT OF INSTAGRAM
“Instagram is everything nowadays. We share our lives there, meet people, broaden ouraesthetic vision, find out about the latest trends – and, of course, promote businesses. For Santa Brands, being noticed by some major fashion divas on Instagram was a breakthrough moment. We started to grow bigger day by day because the influencer audience clicked with our spirit.”
ON WHAT INSPIRES HER DESIGNS
“I usually think of the fashion eras that I find the most exciting: the 60s, the 70s, disco, Studio 54. Cher, Diana Ross and Bianca Jagger really knew how to rock the most daring styles, transforming the trends and promoting freedom in terms of dressing. Sparkles, feathers, transparent fabrics, minis – it all starts there and finds a modern take in my designs.”
“OuR DeSIgNs ARe cREAteD tO LeT [cOnSUmeRS] HaVe tHe TimE Of THeiR LiVeS, fEELIng LIkE DiVaS.”
Nassia Matsa, model and writer, pictured in London
ON WHAT DISTINGUISHES SANTA BRANDS FROM ITS PEERS
“Maybe I’m biased, but I guess we’ve managed to fill our pieces with the right energy. Every collection is a curated selection of the designs we truly find exciting – and believe our customers will, too. It is not only about the rhinestones, it’s about the energy Santa Brands brings.”
ON WHAT CUSTOMERS SHOULD FEEL WHEN WEARING SANTA BRANDS
“Our designs are created to let them have the time of their lives, feeling like divas – no matter where or when. I want women to feel powerful, draw attention to themselves, rebel and have fun. The greatness of the party isn’t measured in champagne bottles – it’s a matter of spirit and true joy. I want my customers to feel that joy and do my best to make our designs deliver it.”
“THe sAnTa BRanDs HeROiNe Is…UNiqUe, REBeLLiOUs AnD aLwAyS DaNciNG tO HeR OwN TUne.”
ON STAYING TRUE TO YOUR VISION
“Our vision didn’t really change much because the main point of Santa Brands is to make a dream come true – to create something almost too good to be true, extra stylish, extra bedazzled and rebellious. The way our pieces sell out instantly shows that this path was right. The main lesson is that if you stay true to your own vision, believe in it and let your imagination be your first priority, your audience will feel it. It’s a matter of attitude: if you’re devoted to doing what you love, the outcome is sincere, which draws the right sort of attention.”
ON LIFE’S DRAMAS
“Whether drama is a good or bad thing depends on the drama itself. Dramatic outfits and makeup are always a good thing – they build our confidence, boost mood and are generally cool. But drama as in conflict is not that great (but still sometimes inevitable). I prefer my dresses and eyelashes to be dramatic, not relationships.”
ON WHAT’S NEXT FOR SANTA BRANDS
“I’m endlessly inspired by the feedback our pieces get, there are so many kind words. With support like this, the sky's the limit. We’ve recently enlarged our own production, so the main goal is to broaden it and deliver our sparkling goodness to as many girls as possible.”