Irina Pyleva: Crafting Fashion Innovation with Artistry and Tech at Corsetter

Irina, your background combines artistic training from Italy with a digital marketing background from Oxford Saïd Business School. How has this unique blend of skills influenced your approach to art direction, and what advantages do you think it brings to your work?

Artist studying in Italy, the center of arts, allowed me not only to gain skills and vision to create using different materials and textures, but also gave a lot of freedom to experiment with every material that you may see around yourself.

However, establishing a thriving fashion brand, particularly within a niche market (and considering that Corsettery was initially founded with a dedicated focus on custom corsets), requires maintaining a close connection with current trends and striving to tendencies. Relying solely on artistic intuition may not always produce the desired results. Hence, I actively engage in data analysis and research. Moreover, our innovative fashion tech laboratory incorporates cutting-edge technology and utilizes big data to continuously test and develop innovative solutions.

Corsettery has evolved under your creative direction from a brand of authentic bespoke corsets to a multi-departmental enterprise. Could you share with our readers the key milestones in this journey and how you managed to maintain the brand’s authenticity throughout?

We have always prioritized our customers’ needs, placing them at the center of everything we do. Has collaborated extensively with corset enthusiasts from around the globe, drawing inspiration from their valuable insights. This collaborative approach has required us to diligently collect and analyze customer feedback, making the return customer rate a key performance indicator for us. To enhance our customers’ journey, we have implemented a range of tech products and our own AI-driven automations. These efforts have led to the evolution of our brand and establishment of a dedicated Fashion Tech lab focused solely on this innovative direction.

One of the notable aspects of your work is the establishment of an AI fashion tech department. Can you tell us more about this department and how it has revolutionized the fashion industry, merging technology with art and craftsmanship?

At our core mission, we strive to develop AI-powered solutions that bring practical value and enhance the customer experience. To attain this, we diligently gather data to better understand the needs. Over the past month, we put main efforts on our AI solutions that can further streamline the process of ordering fully customized clothing options. Once we have thoroughly tested and validated these upgrades, we are contemplating the possibility of extending their availability to other prominent fashion brands. However, the precise strategy for monetizing this particular phase is still under consideration.

The November issue of “The Style Researcher Magazine” will feature your story. What can readers expect to learn from your experiences and creative journey as an art director?

One of the key lessons that I prioritize on a daily basis is the importance of establishing a clear mission and goal, and ensuring consistency in its pursuit. These lessons often arise from navigating through complex challenges, which presents valuable opportunities for growth. Furthermore, I take immense pride in the collaborative efforts of our team. Each member of our company is a dedicated partner, driven by a shared mission and aligned goals. This cohesive teamwork stands as our greatest achievement.

Irina, your ability to merge traditional craftsmanship with contemporary creativity is evident in your work. Could you share an example of a project where this fusion was particularly challenging but ultimately successful?

I would like to highlight one of my most favorite specialties - the art of couture embroidery. Among the various techniques, collages and Laneville embroidery holds a special place in my heart. Combining couture methods with historical patterns, I have created some dresses and corsets that are truly unique. I love the combinations of classic expensive materials like mother of pearls with leather or fishnet mesh, it gives a lot of space for creativity.

Our collections feature a wide range of garments crafted with this fusion of classic and contemporary styles. Some pieces can be found in stylists’ and production studios wardrobes in different countries and have been cherished by fashion publications worldwide, earning them a coveted spot in numerous editorials and covers.

Corsettery is working on creating exclusive, one-of-one interior design decisions. Can you discuss the creative process behind these unique design choices and the role they play in creating a brand’s identity?

This project is inspired by some of the corsets that I have created in the last years. At this moment, I am pleased to share that it is a collaboration with an esteemed industrial designer team based in Miami and Italy. While we are still in the production phase and unable to provide specific details about this exciting venture, I can assure you that our main objective is to create truly distinctive interior pieces of unparalleled quality for the most prestigious locations across the US and around the world.

In the world of art direction and fashion, staying innovative is crucial. How do you stay up-to-date with the latest trends and technologies, and how do you incorporate them into your creative process?

I understand the importance of staying ahead of the curve fashion and tech industry. I heavily rely on feedback and insights from my team, who are constantly researching and analyzing new trends. Our collective experience and intuition also play a significant role in shaping our strategies.

However, it doesn’t stop there. We have fostered collaborations with independent design, production and theater teams from various corners of the world. These collaborations involve showcasing our clothing in fashion editorials, magazine covers, and art projects. This global approach enables us a broader perspective on trends, breaking free from the limitations of being confined to a single country or team.

As an art director, you must collaborate with various artists and professionals. What do you consider to be the most important aspect of fostering effective collaboration in the creative industry?

I thrive when working with individuals who not only share my values and perspectives, but also have a long-standing history of collaboration. Having established personal relationships with some of the people that span over 25 years, I am grateful for the opportunity to engage in diverse projects and evolve alongside talented individuals who cherish our personal connections just as much as I do.

Could you share any personal creative influences or artists who have inspired your work as an art director, and how have they impacted your creative vision?

I have been privileged to embark on inspiring journeys around the globe, immersing myself in the cultural richness of exhibitions and museums across various countries. While I may not actively follow numerous influencers, my greatest source of inspiration stems from the world of art and history. There’s nothing quite like the awe-inspiring moments when I witness how the costumes of different eras, depicted in paintings, sculptures, or installations, are able to tell about bygone times, often revealing more than history books could. It is during these rare encounters that I find the remarkable opportunity to intertwine these narratives with modern fabrics and cutting-edge technologies.

Looking ahead, what future projects or endeavors can we expect from you and Corsettery, and how do you envision continuing to push the boundaries of art direction in the fashion industry?

We are actively seeking for new partners who share our commitment to quality and creating bespoke pieces that exceed customers’ expectations for the perfect fit.

Furthermore, we have exciting partnerships lined up with photographers and stylists that will showcase our brand on a global scale in the coming months. This exposure presents a unique opportunity for partners to gain international visibility and recognition.

If you believe in our brand’s vision and want to be a part success story, we welcome you to join us as we revolutionize the fashion world, one dream-like ensemble at a time.