In the early 1990s, the modelling business in Russia, and especially in Novosibirsk, was out of the question – this industry simply did not exist. Irina Marchenko, a graduate of Novosibirsk State University, was invited by her classmates to help them organize training courses for “photo models and secretaries-referents.” What happened next, and how the modeling business appeared in Novosibirsk – in an interview with our guest.
How did you come to modelling?
At that time, there were two institutions in the city related to fashion: the Theatre of Fashion Show “Siberia” and the Novosibirsk House of Models. The theatre, under the direction of the charismatic Viktor Bulankin, was more promoted, and my first recruitment to the group of secretary referents took place there. However, after that it became obvious that it was impossible to combine the two directions, and it was more reasonable to develop a new direction for the country: the School of Models. The implementation of this project took place on the basis of the Novosibirsk House of Models. There was a podium, experienced models worked there, from Soviet times, there were those who knew and taught the technique of defile. The popularity was incredible. No effort was required, except for the announcement of recruitment. The most promising girls were selected, and quite quickly the composition for work as professional models was formed. In those years, there was no market that needed the services of professional models. The fashion industry was in its infancy. Advertising was limited to a running line. Beauty centres were just beginning to appear, their work was not yet coordinated. Graduates of modelling schools were left without work. To give them the opportunity to at least practice, we organised small shows and theatrical performances in nightclubs. During the day, the girls worked at the stands of the Siberian Fair and participated in shows of fur salons from Turkey and Greece. There was nowhere to employ the girls, the profession as such did not exist. Entrepreneurs who travelled abroad brought information about the work of international modelling agencies and contract models, which led to the creation of the first agency in city “Magic”, marking the beginning of modelling as an organised business. Thus, I became the founder of the modelling business in Novosibirsk, although not on my own initiative, but at the suggestion of a creativity group.
That is, the modelling agency “Russian Blesk” was not the first in Novosibirsk. At what stage did you start collaborating with it?
In 1998, I was invited to the modelling agency “Russian Blesk”, which provided good conditions for the implementation of various projects. My TV project “Magic of Fashion” in “Magic” remained there, and in “Russian Blesk” I launched the programme “Magic Minute” to recruit models, giving girls a chance to learn about the modelling business. The project turned out to be quite successful: two groups were studying at the school at the same time, which allowed us to significantly replenish the modelling staff with high-quality personnel in three months.
At the same time, the “New Faces” competition was launched, which became a platform for the arrival of foreign scouts and attracted girls from other cities. This was followed by a large project, Siberian Fashion Week (SFW), which was held from 2005 to 2011, with the participation of such designers as Igor Chapurin, Valentin Yudashkin, Alexander Terekhov, Tony Ward and many others.
How was the book created? It is about the agency “Russian Blesk”, right?
Yes, “The History of One Agency” is dedicated to “Russian Blesk”. I started working on the book before the pandemic, in 2020. Initially, during meetings with Ksenia Svoboda (the agency’s director), the idea of creating something like a blog arose. She suggested starting to write, and the further direction was to be determined in the process. The first chapters formed quite quickly. Thoughts about the subsequent sections appeared later. It was necessary to collect facts, formulate the structure and features of modelling, determine the place and significance of individual projects.. Then several months were spent searching for suitable photographs and forming them into thematic collages. The quality of the available materials left much to be desired, and it was an incredibly difficult task to improve them to an acceptable level.
What are you most proud of from the work done in modelling?
Probably the fact that we managed to create a team. It was not just a group of girls, where everyone lived their own lives. But a team united by a common goal, striving for development. I also consider the SFW project an important achievement. It was held twice a year and attracted the attention of the public, partners and designers. It was a real breakthrough for the city, a unique event that had no equivalents before or after. In principle, all our work – it was a golden period for fashion in the Novosibirsk, in terms of design and scale.
What advice would you give to beginners?
Walk your way in the modelling business with honour, from the first steps to the top of your career, representing the Russian modelling school with dignity, wherever you happen to work. And most importantly, don’t limit yourself to the catwalk, but look for yourself and your path in related fields. Live not only for today, but also stand on tiptoe and look beyond the horizon.
Text by K. Mironova
Photo provided by I. Marchenko
