Le New Black team met with Artem Kononenko, fashion photographer and co-founder of Boyarovskaya. The brand has entered the Official Calendar of Paris Fashion Week® since March 2020, was part of SPHERE – PFW® Showroom for a year and then chose Le New Black to have its own digital showroom.
Le New Black: Tell us more about your brand’s story
Artem Kononenko: Boyarovskaya is a Paris based womenswear brand that we founded in 2016 together with former designer for Givenchy and John Galliano, Maria Boyarovskaya. Steeped in elevated simplicity, our designs feature unexpected cuts and deconstructed tailoring that exude an effortless Parisian cool. We have an unique approach to modern elegance!
LNB: Why is wholesale important for your brand?
AK: As an emerging brand, wholesale is definitely a great tool to develop different markets and gain trust of customers. Today, our collections can be found at international retailers like Moda Operandi, Adekuver, FindZen, The Silence, Farfetch and others.
LNB: Sphère showroom; what were the advantages to be part of it?
AK: It has been an exciting experience to be part of Sphère showroom for 2 seasons, it provided us enhanced visibility, solid support and we had the chance to work with an amazing team. We really thank the Fédération de la Haute Couture et de la Mode and the other designers for these unforgettable moments!
LNB: What has Le New Black changed in your organisation?
AK: Using Le New Black to sell our collections during Fashion Weeks saved us much time and made our life easier! Buyers can indeed easily take their orders autonomously on the platform, they are able to find every necessary information online. It is very useful especially in times of travel restrictions.