Style icon Olga Karput is one of the masterminds behind the vibrant Russian fashion scene. She tells H&M Life why life is too short for boring clothes.
Olga Karput is one of the driving forces behind establishing Moscow as one of the leading fashion cities. Six years ago, she founded KM20 (Kuznetsky Most 20) – a concept store that has put the spotlight on interesting Russian designers. A style icon in her own, Olga is also a proud ambassador of Russian fashion, mixing international brands with local talents. And it works, too – we are absolutely in love with her style.
Olga lives in Moscow with her husband and two children, where she was photographed by Adam Katz Sinding.
WHAT IS YOUR SIGNATURE STYLE?
”For me, picking clothes both for myself and my store KM20 is about curiosity and falling in love with brilliant pieces from talented designers. It is never about season or a fashion trend; it is about true creative force behind the piece.”
WHAT IS YOUR LATEST BEAUTY DISCOVERY?
”I am pregnant with my third child, and I am trying to take more care of my skin and overall health. I’ve discovered the perfect thing – seaweed body wraps from Thalion. My skin has never looked better or felt smoother.”
WHAT IS YOUR GO-TO LOOK?
”I don’t make a difference between everyday clothes and clothes for special occasions. There is no place in my wardrobe for boring, faceless clothes without any thought behind them. My girlfriends laugh at me when I refer to sequined trainers or feathered skirts as ‘wardrobe staples’. So my go-to look would be anything I find talented for the moment. Be it Etudes trainers with a Vêtements shirt, or a sequined slip dress from Ashish with a favourite pair of trainers and a Prada scarf.”
IF YOU COULD GO BACK IN TIME, WHAT FASHION ERA WOULD YOU PREFER TO
”I would prefer to go forward in history. Since we opened KM20 in 2009 – the store in Moscow which I'm happy to own for six years now – we were always very fashion forward. So the past is not for me, the future is what fascinates me. I'm excited to see what happens with the fashion industry in Russia; we’re only in the beginning now, and so many people are already involved. It’s interesting to see where we all are going.”
WHAT DID YOU WANT TO BE WHEN YOU WERE A CHILD?
”My dream was to become a tram driver or a music teacher. The latter has partly come true – my elder daughter Sonya is learning to play the piano. She struggles from time to time with the amount of attention I pay to her studies.”
WHERE IS YOUR FAVOURITE PLACE ON EARTH?
”This might sound boring, but I would pick my home. Especially when my family’s around. Moscow is an amazing place, with endless opportunities and an extreme energy. There is so much to be done here, and everyone can be a part of that big change – which is not possible in other, already well-developed cities. So I proudly choose Moscow as my favourite place on earth. ”