Fashion trends come and go, but style endures.

 Fashion is our life! 

You are that you wear! Slow Fashion is a form of wearable poetry that celebrates self-expression through a dance of colors, prints, and textures. It tells the story of a person’s individuality and inner emotions, interweaving a narrative of art, music, nature and personal transformation.

♥Biographical fact about Evgenia: At the age of 15 I sewed my first and last beautiful dress. But what happened and why it influenced my decision not to sew anything anymore, I’ll tell you later in my personal artist account, Evgenia Scher (subscribe so you don’t miss it). I enjoyed creating my individual looks, browsing fabric and accessory stores. I ordered custom-made clothes from my personal tailor, both for performances, competitions and everyday life. That’s why I don’t understand many artists who dress casually and want to blend in with the crowd, choosing the archetype of the everyman (boy, girl next door) instead of standing out through individuality with so many possibilities of this time.

For us, expressing individuality through clothing is paramount, even though the societies in which we grew up (the Soviet Union in the 1980s and Russia in the 1990s) did not encourage individuality (to put it mildly). To summarize our history, we both developed this need to rebel through clothing during our teenage years, especially when we began to express ourselves creatively and perform in public.

 As creators, we celebrate diversity and reject the constraints of fleeting trends. 

 As Coco Chanel said, “Fashion is not just about clothes. Fashion has to do with the way we live our lives.” We believe that by adorning ourselves with beauty, we contribute to the collective elevation of the human spirit. A world where everyone is an artist of their own style is a world adorned with threads of creativity, where every street becomes a runway, and every passerby is a masterpiece. 

♥Biographical fact about Valerius: When I was 14, I made myself a pair of pants using fabric from my father’s creative workshop. I secretly practiced breakdancing at home in them because if my father found out what I did with his painting fabrics, I would have been in trouble. At that time, it was even risky to wear jeans because they were associated with American workers and were considered inappropriate for Soviet citizens. There was a moment in my life when a policeman, seeing me in jeans (which I bleached in chlorine and got a blotchy pattern), warned me not to wear them anymore, or I would have big problems. I had problems with my father too, who tore up my provocative clothes. But a rebel won’t back down. I still wore what irritated the conservative gray society. Now some may call it madness. Has anything really changed in Russia since then? Oh yeah, they allowed you to wear jeans as long as they didn’t have a rainbow design on them! For more details about my life, please subscribe to my artist account, Valerius S. Art.

Observing fashion trends, we notice various styles and color collections that dominate certain years. Designers and major fashion houses introduce these trends to the masses. Some trends in fast fashion are considered absurd, incomprehensible, and even environmentally unfriendly.

 Why do we believe that slow fashion is the future? 

Slow fashion aligns with contemporary values and needs, offering a comprehensive solution to the environmental, social, and economic issues faced by the fashion industry. In addition to allowing for the creation of a unique and distinctive style, slow fashion is a sustainable and responsible choice.

♥In our fashion and art lab, we don’t just create fashionable art prints and paintings for clothing, decor, or video animations. They embody creative expression and serve as love letters to the world.

We prioritize sustainable development, ethical production methods, and conscious consumption, where quality prevails over quantity. Slow fashion has the potential to become the dominant model for shaping a more equitable, environmentally and socially responsible future for the fashion industry.

 And what matters to you more, quality or quantity in life? 

How do you mainly make purchases: emotionally or rationally? Do you support our idea of ​​slow and conscious fashion?

We would be delighted to receive your comment (on social media) or a personal message via email. In response, we will be happy to send you a personal promo code that will entitle you to a 26% discount for the entire year from the opening of our ICL Design Shop (for our agency services) and ICL FAM Boutique (for personalized or custom FAM products).

There are other values in life that are important to us. We will talk about them in the next articles.

Follow your Heart,
Yours Evgenia and Valerius

Founders of EvVa CGFam by ICL FAM & IDEAL Creative LIFE
We create unique prints, art, music for peace and love.

02.04.2024