During the pandemic, people had nowhere to wear their outfits, and the most comfortable and practical clothes turned out to be a tracksuit. However, no one has cancelled the desire to be stylish and thus they paid special attention to the JAM8 brand, although it has existed since 2009. We talk about fashion and advertising shoots with the founder and creative director of the company Alina Komrakova.
— Who owns the idea of creating the company? How did you start? What are you proud of?
— The idea belongs to me. I studied in the 10th grade and dreamed of becoming a sportswear designer. I often wondered how to dress comfortably, but stylishly comfortably. JAM8 was my solution to this dilemma. I started modelling and sewing costumes for athletes. My participation and triumph in the design competition of the fashion house of Slava Zaitsev in 2010 played a big role in the formation of the brand. I am proud that regular customers choose my brand and that I meet strangers in JAM8 clothes not only in Russia but also in other countries. Many athletes and famous personalities hand-pick us for our quality.
— What surprises and annoys you the most in today’s fashion?
— It is surprising that fashion is created by people from modern design schools. It is not wearable. For some reason, they are not taught how to compile an assortment matrix, and this is the most important thing.
— When you choose models to advertise on catalogues and fashion shows, what do you pay attention to first?
— It depends on what kind of shooting. If it is for a catalogue or a website, then we choose the models with a fashionable appearance. An image close to our client, a fashionable hairstyle, nude makeup but not a bright look. Tall and slim are important attributes for the podium. For a look book — expressive eyes and of course acting skills with the ability to work on camera.
— Do you have a dream related to the company?
— We have long been called the Russian Nike, we love and respect this brand with all our heart. We dream of a large chain of stores to be even closer and more convenient for our customers.
Text by K. Mironova
Photo provided by A. Komrakova
