Founded by fashion designer Ksenia Schnaider & graphic designer Anton Schnaider, eponymous label Ksenia Schnaider is the new name for contemporary cool. Creating simple designs which make a sartorial statement, Ksenia’s designs are a reflection of the modern-day aesthetic; emphasising the philosophies of freedom & individualism.
Through the use of denim layering, streamlined silhouettes & contrasting textures (we’re in love with the graphic printed sweatshirts), this label is winning major style cred for their contemporary approach to classic staples (We need the Ksenia denim jacket now!). Intrigued by the label’s innovate designs and pathbreaking aesthetic, we decided to sit down with Ksenia to discover all things fashion, her brand journey & the SS18 ‘must-haves’.
Photo: Courtesy of Ksenia Schnaider
The Brand Journey
Ksenia: Back in 2004, as a student, I launched a brand called X’U. It was an urban brand with low pricing. After a few years, I realised I want to create a womenswear brand in a different segment – more sophisticated, with the highest quality and, naturally, the pricing grew. Our brand is about 7 years now. We did our debut collection with my husband Anton when I was pregnant, but at that time he was not my business partner. He always supported me, but only last year he joined Ksenia Schnaider officially as a creative designer and business manager. Each year, our business is growing as well as our team. I’ve started alone, and now the company has about 20 employees.
The Many Sources of Inspiration
Ksenia: Working at the studio is very inspiring for me. I got inspired by everything I see – people I work with, clothes itself, a city vibe in general. In the process of making the collection, I always try every single garment on to analyze how it fits, and continue improving it.
Photo: Courtesy of Ksenia Schnaider
The Impact of Social Media
Ksenia: Social media is an essential part of our everyday work. Instagram is an important tool for me to communicate with people, to create a community around the brand. It helps easily spread the message, share our values, show the studio everyday life, and do it in a fun way.
We contact many people via social networks, as well as we get many important inquiries from buyers, customers, influencers. We appreciate the opportunities social media give us and we try to use it as much as possible.
A Day in the Life of Ksenia
Ksenia: Every day is different, but every single one consists of answering e-mails and calls, attending meetings and spending hours at the atelier working on the new pieces. It is also important for me to spend time with my family; my husband Anton and daughter Zoe.
Photo: Courtesy of Ksenia Schnaider
The Future of the Label
Ksenia: I hope to see Ksenia Schnaider continue growing. I want to work with denim more and produce the clothes in sustainable ways. Now Ksenia Schnaider collections are sold in more than 40 stores around the world. This is our greatest achievement for now and I hope to improve sales each season.
The Closet ‘Must-Haves’ for SS18
Ksenia: Demi-denims, of course! It is our carry-over bestseller since 2016, when the first pair was made. My favourite piece from SS18 so far is the denim blazer made from 4 pairs of vintage jeans.
The Insider Tip for Aspiring Designer
Ksenia: I think it is important to have a global approach to what you create, and do not compromise on quality. Start doing something only if you are confident you’ll be doing it well.
Photo: Courtesy of Ksenia Schnaider
Follow Ksenia Schnaider: @kseniaschnaider