Xenia Adonts: Bigger Than Me

Back in 2007, a switch flipped and fashion’s seemingly impenetrable exclusivity was cast aside by blogging. Style.com became a bible for online subcultures; platforms like Blogspot and WordPress their virtual place of worship. Slowly, front row seats were reserved for bloggers instead of old school journalists, and people ran home to their laptops to read Rookie, Style Bubble and Xenia Overdose aka Xenia Adonts, as she is now known. “We definitely came a long way,” says Xenia, who went from sharing her outfits online to being one of the most powerful women in fashion. While the potential the internet offers aspiring fashionistas is by now common knowledge, Xenia has harnessed its power in a way few others can boast. Today, for instance, she has her own label – Attire the Studio, a brand putting the environment at the forefront of its timeless designs. As such, the story of how the content creator became a businesswoman, her mission and her inspirations are very dear to her. Currently, Bulgari’s brand ambassador – a name synonymous with sustainability –  the multitalented Russian-born German influencer sat down with us to discuss success, Attire and making clothes that will stand the test of time.

SLEEK: Many people may see you as a content creator, but you actually studied finance back in the day, and now you have two businesses under your belt. You’ve also made it into the Forbes ‘30 under 30’ list. How does it feel?

Xenia Adonts: ​​I see myself more as an entrepreneur more than anything else. Being listed on the Forbes ‘30U30’ with Attire was an amazing achievement for me and showed the significance this project has. This kind of recognition means a lot to me; however, it’s only a tiny part of the journey and we are still at the very beginning.

S: You are incredibly hard-working, how did you find your power and strength in this industry?

XA: I am driven by a mission that’s far bigger than me. I want to show that there is a better and more transparent way to create fashion. Our goal is to become the leaders of change. Seeing the brand and especially the team grow into this direction is the greatest motivation.

S: Content creators, bloggers and influencers surfaced nearly a decade ago, and at first, weren’t exactly taken seriously. Fast-forward to today, and the Met Gala is now inviting TikTokers. As one of Europe’s most influential content creators, what’s your take on this shift?

XA: We definitely came a long way! I wouldn’t call myself one of the very first influencers. It‘s safe to say, a lot of things have changed over the past few years. When I started out visiting the first international fashion weeks, it was a fight to get a back seat or even a standing pass, while fashion editors would dominate the front rows. That definitely changed. However, I would rather say that, over time, we have become respectful colleagues. At the end of the day, we are in the same business – we day trade attention.

S:  Your label Attire puts the planet first, but how do you define fashion sustainability?

XA: For me, the simplest form of sustainability is a timeless piece that is designed to last longer than one season. It’s a piece you will keep for years and hopefully decades. The biggest problem that the fast fashion industry creates is the enormous waste resulting from the countless trend pieces that are released every week – most of them end up in landfill. That’s a tonne of plastic and polyester. More polyester than you could ever save by serving drinks without plastic straws in all of the restaurants in the world. The biggest problem is the greenwashing by fast-fashion brands. They make it look like all their trend pieces can easily be recycled in a closed loop. It’s nearly impossible to recycle an old polyester garment into a new piece. Our definition of sustainability comes down to: one, timeless designs. Two, long-lasting quality. Three, zero use of plastic and/or polyester in our products and logistics. Four, the use of certified manufacturers and mills to avoid harmful and toxic substances. And five, local production in Italy and Portugal to ensure a reduced carbon footprint as well as to maintain safety regulations.

S: Talking more about Attire, how was it brought to life? What was the motivation behind it?

XA: The brand started as an idea at the end of 2018. I really wanted to start a brand that’s based on transparency, but I lacked the business plan. In spring 2019, I watched the documentary The True Cost (2015) and it really hit me. I couldn’t believe the level of ignorance and inhumanity. It was like a wake-up call and I knew there was a way to approach fashion from a different angle.

S: Besides being a founder, you create content for your platform, which has nearly two million followers these days. How does it feel to have a powerful online presence?

XA: I never think about the number – and to be honest this number is hard to grasp. It’s very abstract in a way. In the end, you don’t interact with that number of people, only individuals who reach out to me or those who I meet on the streets. I am very grateful that this community allows me to focus on my mission around Attire and that it ‘raises my voice’ on the subjects that matter to me.

S: Jewellery and clothing tell visual stories. Are there any Bulgari pieces that hold a special sentimental value for you? 

XA: My Serpenti watch. This was my first ever watch and I still wear it almost every day. Time is the most precious thing we have in life and I try to manage mine wisely. I am also in love with my Bulgari Allegra ring, which I wear every day. It features a few little coloured gemstones and its beauty reminds me to look out for hidden gems everywhere.

S: Born in Russia, raised in Germany and now based in Paris. How has your international life fuelled your creative passions?

XA: Seeing different places and living in different countries at a young age definitely does something to you. It’s not only about the travel though. There are a lot of ways to get inspired – nature, movies, books, magazines or just browsing the internet.

S: When it comes to your creative process, what inspires you the most?

XA: Having new experiences, because I get to see things with fresh eyes. It inspires me the most, because I get to see something with endless possibilities.

S: You are a Bulgari brand ambassador, a brand famously known for its iconic jewellery, items often handed down from generation to generation ever since the label was founded in 1884, making their products not only desirable but sustainable. Was this something that influenced you?

XA: Yes, absolutely. As mentioned, a timeless piece is my core definition of sustainability and I think jewellery especially has the potential to be passed on for generations. Bulgari is a house with a lot of heritage and I am very proud to work so closely with a brand that puts a lot of emphasis on sustainability and craftsmanship.

S: You are known for your personal style, but  if you had to name three influences, what would they be?

XA: The biggest of all: my mom. She has always inspired me to dress elegantly and effortlessly. The second would be people in the streets of New York and Paris. The third would be movies.

S: Finally, what’s your most powerful accessory?

XA: The most powerful accessory is always the right jewellery. It can make or break your entire look.

CREDITS:
PHOTOGRAPHY AND STYLING: Alex Mader
HAIR: Massanori Yahiro
MAKEUP: Miki Matsunaga
TALENT: Xenia Adonts
CREATIVE PRODUCER: Claude Gerber
SET DESIGN: Pierre Vaillant
FOOD DESIGNER: Sixtine Larrieu
PHOTOGRAPHY ASSISTANTS: Olivia Tran, Valeria Litvakov
STYLING ASSISTANT: Annina Luomahaara
PRODUCTION ASSISTANT: Louisa Traulle-Lambelain