My name is Amalia. I study Fashion Branding at HSE Art & Design School, developing my practice at the intersection of fashion, creativity and visual communication.
I specialize in art direction, campaign development and styling.
My approach combines strategic thinking with a strong visual perspective — from initial research and concept development to the creative execution of a project. I work with brands and celebrities, contributing to projects where attention to detail, a distinctive visual language and a cohesive creative vision are essential.
To me, fashion is more than clothing. It is a form of communication, a means of self-expression and a way of telling stories through visual imagery.
01. Alternative Masculinity
THE CHALLENGE
Challenge conventional representations of masculinity, moving away from traditional ideas of dominance, power and physical strength.
THE CONCEPT
An exploration of masculinity as an inner state rather than an external performance. The project focuses on vulnerability, emotional openness and quiet confidence — strength expressed through softness, stillness and self-acceptance.
THE APPROACH
Through minimal styling, fluid poses and soft, desaturated lighting, the shoot creates an intimate visual narrative. The contrast between traditionally masculine silhouettes and vulnerable body language challenges familiar gender codes.
THE RESULT
A visual reinterpretation of modern masculinity — calm, authentic and free from the pressure to prove strength. A portrait of presence without dominance, and confidence without aggression.
02. Salavat Kypere
THE CHALLENGE
To create a photo shoot for HSE Art & Design School designers featuring Salavat Kypere as a model.
THE CONCEPT
Dark, theatrical and surreal atmosphere that emphasizes the avant-garde nature of designs.
THE APPROACH
The styling focused on oversized silhouettes, exaggerated volumes and glossy black textures. Web-like installations, dramatic lighting and a restrained colour palette complemented the garments and enhanced their sculptural qualities.
THE RESULT
A dark, atmospheric fashion editorial combining avant-garde design, styling and visual storytelling, presenting the designer’s creations as sculptural forms of artistic expression.
03. Capparel Lookbook
THE CHALLENGE
Create a distinctive visual identity for Capparel, presenting the collection beyond a traditional product-focused lookbook.
THE CONCEPT
An exploration of shape, volume and body movement. Sculptural silhouettes, oversized proportions and monochromatic styling create a bold, architectural aesthetic.
THE APPROACH
Through styling, creative direction and model posing, the shoot combines dramatic compositions, textured backgrounds and contrasting light to highlight the structure and details of each garment.
THE RESULT
A series of images balancing commercial lookbook photography with high-fashion editorial aesthetics, translating the brand’s identity into a cohesive visual story.
04. Modified Forms
THE CHALLENGE
Traditional approaches to garment construction and silhouette can limit the possibilities of visual experimentation and self-expression.
THE CONCEPT
Reinterpret clothing through the metaphor of mutation and transformation.
THE APPROACH
Experiment with deconstruction, asymmetry, exaggerated volumes and unconventional combinations of elements.
THE RESULT
A fashion editorial that presents clothing as an independent avant-garde art form.
05. Homage to Conor Cunningham
THE CHALLENGE
Explore the visual language of contemporary fashion photography by recreating the distinctive aesthetic of photographer Conor Cunningham.
THE CONCEPT
A personal homage to Cunningham’s raw, expressive and unconventional approach to image-making, combining playful provocation with a bold, youthful attitude.
THE APPROACH
Through experimental styling, statement accessories, dramatic eye makeup and direct flash photography, I recreated the visual atmosphere of his work, focusing on texture, attitude and spontaneous expression.
THE RESULT
A fashion editorial inspired by Cunningham’s signature aesthetic, reinterpreting his visual language through my own creative direction and styling.
