I turn a brand idea into something you can stand in front of: a lookbook shoot, a pop-up stand, a shop window. I am Daryana Sukhova, 4th year of Branding in the Fashion Industry at HSE Design. I like being inside the whole project, from the first research to the last detail on set, and I also do makeup on shoots, so the look of the model and the look of the space come from one person.

Task. Bring the collections of four designers into one lookbook shoot for HSE School of Design.Idea. Fame in sport is the purest kind of fame: there is only one top step on the podium. We put that idea on the model, literally and figuratively.What I did. Art direction together with Alexandra Chuychenko and Amalia Vulf, talks with the designers about their collections, makeup on set.Result. Finalist of DAFES Choice, June 2025. Photo Maria Blashchik, model Yulia Koval, hair Regina Latypova.

Task. Show the world of LOEWE in a shop window.Idea. Craft and nature on one side, LOEWE pieces on the other. A keyhole in the wall works as a door into the brand, and the passer-by looks inside like a guest.What I did. The whole concept and the visuals, on my own.Result. A series of window concepts.

Task. Build a national brand with global potential around a real cultural object.Idea. The Krasny May glass factory made the ruby stars of the Kremlin. We bring the craft back: artists and glassmakers create new light objects for cultural places in Moscow.What I did. The concept of the cluster and the ways visitors take part in it: the restored production, the art space, the city light objects and the digital platform.Result. The cluster concept and its media Zori. Guide. Team of three with Karina Eparskaya and Vera Nedykhalova, illustrations with Sofia Chichkina.

Task. A stand at the Telling Stories festival for designer Roman Zimogorsky and his collection about women’s anger.Idea. The perfect 1950s home a minute before it breaks: a Stepford wife who has had enough. Damaged wallpaper, tilted family photos, a phone off the hook, curlers on the floor.What I did. Developed the concept and built the stand together with Diana Kochieva and Karina Eparskaya.Result. Built and shown at Telling Stories, 23 May 2026, Digital Business Space, Moscow.

Every project starts with a talk about the task, the goals and what you expect. Then I find out how the parts connect: who does what and which limits we have. We agree on the concept and references together, and during production I keep everyone in touch and solve things fast when plans change. Timing and final materials depend on the project.

Now I am working on ici, my diploma brand of objects for small everyday rituals at home. Next I want to grow into brand management in lifestyle and food.Write me on Telegram @lululumw to talk about a shoot, a stand or a place in your team.