Alina
PPS: Tell us about yourself.
ALINA: I've been in wholesale and business development in the fashion industry for 12 years, working with companies like Burberry, the LVMH Group, Tomorrow Showroom, and Vetements. My last job was my last hope to reignite my passion for fashion but the toxic environment there completely killed it. I was torn between switching careers or starting something of my own. I realized I loved working with emerging designers—fashion, for me, is a personal form of art. Now, I focus on supporting them and making the industry less toxic and more inspiring.
PPS: How did you get into fashion? Was it gradual, or a clear decision?
ALINA: It's a funny story. I wanted to be a lawyer or diplomat and work in international relations. Born in Russia and raised in Latvia, studying abroad was tough after Latvia joined the EU in 2007. I applied to a university in England but faced a mistake upon arrival, so I chose international business for its versatility. My mom encouraged me to explore fashion, knowing my interest in dressing up, modeling, and makeup. Though I didn't see myself as creative, I discovered the business side of fashion. I wrote my thesis on emerging countries and fashion, which led me to pursue a master’s in fashion buying and merchandising at Polimoda in Florence.
PPS: What a journey.
ALINA: For sure. I’ve never liked the phrase "fashion is my passion"—even at Vetements, we had ironic T-shirts about it. I can't say I love fashion, but I love what it represents, especially the punk aspect, as a way to express ourselves and connect our interests. I find it fascinating how fashion can reveal so much about a person and their identity.
PPS: Exactly. Fashion is an identifier for subcultures and ideologies. How do you view the relationship between culture and fashion today, especially as subcultures have less presence?
ALINA: I think about that often. When Y2K fashion came back, I was surprised. I thought the 2000s had no distinct style compared to the 60s, 70s, 80s, and 90s. Now, they say the 2010s are next, which seems odd to me. In the past, there were vibrant subcultures and movements. Today, it feels like we're borrowing from the past without much new happening. What interests me is blending past and future in an apocalyptic way. The world is heading in a strange direction, and I think combining past elements with our future visions could lead to something unique.
PPS: What does the "end of the world" signify to you?
ALINA: From a societal perspective, I hope it means finding true freedom. Right now, it feels like we have a fake freedom due to technology. Ideally, we'd reconnect with nature in an eco-friendly way. Aesthetically, I'm inspired by a darker, more gothic vision of the future. It's not the utopia once imagined, but there's unity in that darkness.
PPS: That type of societal shift can bring kinship.
ALINA: Yes, I agree. After COVID, many thought things would return to normal, but they haven't. Society and our mindsets have shifted. There's a general struggle with this adjustment.
PPS: How do you choose designers for your agency?
ALINA: I'm very selective, relying on word of mouth or discovering unique brands on Instagram. I look for something distinctive that stands out, especially after COVID with so many brands emerging. I ask brands what makes them unique in a crowded market. They need a specific signature and original ideas, aligning with my concept of future wear, whether it’s medieval, apocalyptic, or gothic.
PPS: Would you say your instincts play a big role?
ALINA: Definitely. I recently had some business therapy, and my therapist pointed out that my unique talent is really feeling people's emotions and responding well to them. This helps me understand how to work with different brands individually. She also told me that when I’m unsure about something, my first instinct is usually the right one. I try to act on that initial feeling instead of overthinking. If I feel compelled to send an email, I do it right away, and I often get positive responses.
PPS: I completely agree. Some things just feel right; they click. I’ve never heard of business therapy before—what is it like?
ALINA: It's interesting! I wanted to try therapy and connected with a woman who specializes in it. I realized many women, especially in Eastern Europe, often talk about issues revolving around men and family. I came in wanting to focus on my career and growth. We set targets for my business and explored what was holding me back, often linked to self-esteem or how I perceive myself. It’s not about my childhood or parental issues, which I’ve already addressed. Instead, we focus on the present and define the goals I want to achieve.
PPS: So it’s more of a cognitive approach? That sounds intriguing.
ALINA: Yes, exactly!
PPS: If you could influence one thing about the fashion or culture world, what would it be?
ALINA: Fashion really needs to be a kinder place. The speed, the low pay, and crazy hours — I see influencers bragging about long work hours, and it concerns me. It’s really uncool how fashion glorifies late nights and exhaustion. It’s exciting when you’re young, but it’s not sustainable as we age. The work-life balance is almost non-existent, and we all play a part in that. If we could just be kinder to ourselves and to each other, and remember there’s more to life than fashion, it’d be so much better. My showroom is doing great because larger stores appreciate the kindness in my space and want to support that. I’m also upset about brands struggling with excess stock from COVID and inflation. The current model of two seasons a year is so unsustainable. Brands are borrowing just to make collections, and stores place tiny orders. We need someone influential to speak up, suggest moving to one season a year to help stabilize things.
PPS: What are you manifesting for yourself?
ALINA: If I focus just on myself, I’m currently struggling with work-life balance. I keep hearing about the divine feminine and spirituality, but I can never connect because I’m so busy. I miss having time to explore that part of myself. I realize that to manifest what I want, I need to take care of myself and allow for more free time. Right now, I want to build my business to a level where I can step back a little and start hiring help.
