Russian designers have been trying to make...
"To get big in the West there are two very important rules you have to follow. The first is to be understood by anyone on the planet; the second is to make your own, individual, authentic mark," Chernitsov said.
"This individual mark comes from a variety of places: the artist"s personality and style, their ethnicity and the age they live in. Ethnicity is just as important as style."
He says Russian designers follow all the rules of internationally recognized fashion but this will not help their brands to make it big.
"Until designers learn to make fashion for their own people, they won"t be of use to anyone," Chernitsov said.
The designer is trying to create his own vision of fashion in line with his impression of Russian beauty.
"I don"t give a damn about the rules dictated by fashion journalists, fashion journalism has become separated from real life and is dictating very strange ideals," Chernitsov said.