Elena Kalennikova is the organiser of one of the largest fashion and music festivals in the Chelyabinsk region “Flood”, which has been held since 1999. Member of the jury of the “International Design Competition” (St. Petersburg). Director of the Viva Moda modelling agency.
— Tell us more about the Flood Festival.
— Since 1999, more than 300 aspiring designers have shown their collections at the festival for the first time. Many of them, marked by the attention of the jury and the public, then grew into high masters of their regions, became professionals in the fashion industry, and found themselves in theatre, cinema, TV, music, decorative art, journalism and pedagogy. Many of them work abroad.
By tradition, the festival always presents Magnitogorsk with its guests: bright, sharp and ambiguous designers. For example, Alexander Petlyura with his vivid performances turned people’s perception of the role of vintage clothing in fashion. InShade, Egor Zaitsev, Dasha Gauzer came to us at different times. Max Chernitsov brought his new collections many times. In 2008, the guests were young Dutch designers Ursula Pelt and Marluz Kruse.
In 2013, the festival became an official participant of the cultural programme of the year “Russia — Holland 2013”. The guest from the Netherlands was Sylvia Krens, who organised internships for the winners of the festival in her Dutch showroom.
Also, our guests and jury members were Elena Piskulina, Patrick Skorzeny, Yaroslav Zaikin (provided internships in Chelyabinsk), Sergey Korotaev (represented internships in Chelyabinsk, St. Petersburg, Paris and Italy), Daria Nagibina (in 2017 provided an internship in Beijing) and many other interesting designers.
The festival continues to actively develop and gain scale both in organisational aspects and in the development of the design business, gives participants the opportunity to receive many interesting internships in Russia and abroad.
— In addition to such a large-scale work, do you also have time to deal with a modelling agency and projects?
— Initially, we started with the Viva Moda children’s studio. The success and career growth of the models allowed us to reach the level of the adult modelling agency Viva Moda. Cooperating with international agencies and scouts (Velvet Management, Rush Model Management, ISC Models), we have expanded our horizons. Since 2022, we have also been engaged in a new project — the fashion and beauty studio “Lipa” for girls aged 9-14.
— What is your most vivid impression received in the course of work?
— Every project, every work of mine is a vivid impression. Organise a festival, put on a fashion show for designers, see how your models go on the podium with famous designers, work on the same platform with fashion legends — these are the bright moments in life.
— What else is interesting besides work?
— I’m interested in my development: I entered the master’s program of the Faculty of Psychology, because work is communication with people, and the right relationship is a great tandem in the future.
— There is an opinion that people in Russia are too concerned about fashion — what do you think about it?
— People are generally concerned about a lot of things! Not just fashion. Many have begun to forget what creativity is: it is much easier to spy on others and do like everyone else, and then say that it is fashion! It is important to develop yourself and come up with your own style.
— How has modelling changed recently?
— Models have become more conscious, understanding their work as a professional matter. Development is our common merit. Before you go on a contract, there is a lot of work going on, starting with learning English, etiquette, psychology, healthy eating and inner core.
Text by K. Mironova
Photo provided by E. Kalennikova
