INTERVIEW: 24:00 – showroom for creative people
Now you can go shopping at night! Such unique opportunity give us showroom 24:00 and its founder Lada Twentyfour. Lada’s history proves, that it isn’t worth to throw a favorite thing, even when it seems that it didn’t work. Read the interview, wear 24:00 and dance with us!
1. Tell us about yourself. How did the idea to create a showroom 24:00 appear?
I studied at lyceum of sewing, but didn’t finish it, because once I realized, that the teaching methods were very old and I will not learn how to sew, if I would learn unnecessary things. One of my decisions was to leave the studying, but they didn’t want to give back my documents and argued, that I’ll do the sewing business in the future. Then I took away the documents and said, that I would never sit down at a sewing machine. An important event in my life was meeting the famous DJ Ice, I went up to him at a party, when I was 15, and asked to teach to reduce the plate. Later I did the scenery for his performances, and he taught me. After these experiments, I realized, that I’d rather be dancing, listen to music and chat. I liked to look at the clothes of people, their difference from each other, and, of course, I wanted to stand out and be bright! So it was time to go back to sewing, but I have not sat down at the sewing machine. I sew with my hands and reworked bought clothes.
My guy influenced on the creating of my brand. He liked to dress nicely, but unlike me, he prefered minimalism. I watched the way he chose his clothes, payed attention, to what he didn’t like. One day I decided to make him a gift by own hands. So everything started in such way. My whole life is connected with the parties. At first, I put clothes of the brand on the “Party for Friends” parties, and then the guys opened their club – Closer, where my clothes hung on just on the rope as if they were dried) Then I moved into the 5 square meters, and then near the wardrobe was my place of 9 square meters. I was waiting until sewing shop would be free and it happened! So on the 9th of August 2014 my dream came true – sewing workshop and showroom in 50 sq meters!
2.You are unique, because you work running round-the-clock. Why is 24:00?
Yes, showroom works round-the-clock, and on Friday and Saturday from 24:00 till last dancer. Also we are exhibited at the event in Closer: lectures, jazz, exhibitions and, of course, we are always ready to come on the client’s call. Why is 24:00? This is the time, when you are going to the club. Wear all the crazy, beautiful and bright! That’s why the name and logo were invented by me.
3.What designers can be founded at 24:00?
At 24:00 there are clothes from such designers as Dastish Fantastish, Nat Latkina, Ubernormal, Bogush, Kanevskiy, Sirious Cats, 26H26, T-shirts by artist Alexei Olin, Fusion, Massomenos – French brand from well-known DJs.
4. “LadaSad” is an interesting idea. Tell our readers what is it and how to get there?
LadaSad is a place at the foot of Schekavitsa mountain, where you can socialize, relax and discuss the purchase of the acquired. Garden works like showroom’s schedule. This is the place, where you can drink a delicious tea, relax, enjoy the birds singing, ride on a swing your baby. The idea arose, when I saw the territory, which could turn into something beautiful for my clients, where they can go to relax and enjoy nature. Oh, if I knew how hard it would be) There were a lot of rubbish. We brought there a lot of ground and started planting flowers, but I didn’t understand how. In this process I again was inspired by a man. He said, that each green petals have their name, they are alive, beautiful and they need care, and especially love! That’s why I always say to love my garden, tell only beautiful words in the garden, don’t litter! A person, who breaks the rules will be expelled from the garden. After all, we have to be very careful with all living things!