THE BEGINNING OF THE COMMUNICATION
Saddie with me :)
WHO I AM / MY BACKGROUND
My name is Arseniy. I am a fashion designer, art director, and creative producer working at the intersection of fashion, visual storytelling, and contemporary culture.For the past two years, I have worked as a Department Assistant at HSE School of Design, supporting Katya Pavelko and Anzor with creative and organizational projects. My responsibilities include managing communications, creating content for the school’s Instagram, and helping organize fashion shows and industry events.Throughout my career, I have collaborated with FC Zenit, Tochka Bank, Ushatava, and Gazprom. My creative work has also been featured in The Blueprint.I spent a year at FABLE as Content Director, overseeing the brand’s visual communication, social media, and content production. I have experience producing fashion shoots both locally and internationally, working with budgets of different scales.These experiences have shaped my approach to fashion as a medium for storytelling, emotional expression, and visual experimentation.
THE PROBLEM I SOLVE
BEYOND THE VISUAL
Fashion often focuses on how things look rather than how they make us feel.I believe that clothing and imagery can communicate emotions that are difficult to express through words.My work explores vulnerability, nostalgia, belonging, and personal identity, transforming subtle human experiences into visual narratives.I create fashion stories that are not only seen, but felt.
GENA
BRAND POSITIONING
WHO I CREATE FOR
SELF-EXPLORERS
People who use fashion as a way to understand and express themselves.They are interested in identity, personal stories, emotional connections, and the meaning behind clothing.They see fashion not simply as a way to dress, but as a way to communicate who they are.
AESTHETIC OBSERVERS
People who appreciate visual culture, artistic expression, and thoughtful storytelling.They notice details, textures, compositions, and subtle emotional references.They are drawn to fashion that carries meaning beyond aesthetics.
POSITIONING STATEMENT
Fashion as a language of emotions, memories, and identity.
VISUAL IDENTITY
MY CREATIVE LANGUAGE
My visual identity is built around the relationship between clothing, human emotion, and the environments we inhabit.I combine cinematic storytelling, contemporary fashion, and subtle references to cultural heritage.
KEY VISUAL ELEMENTS
01 / CINEMATIC ATMOSPHERE
Editorial imagery inspired by cinema, where lighting, composition, and movement communicate emotion.
02 / EMOTIONAL STORYTELLING
Quiet, intimate moments that reveal vulnerability, nostalgia, tension, and human connection.
