Interview
with photographer
Olena Shkoda
In July 2024, we invited Olena Shkoda, a New York-based photographer with Ukrainian roots who had just come to visit her homeland, to take part in the shoot. The shoot for Etnodim was Olena's first work for the Ukrainian brand after returning from New York. To reveal the photographer's personality and convey the mood of the shoot, we conducted a short interview with her.
Etnodim: What are your impressions of your first shoot for a Ukrainian
brand after returning from New York?
Olena Shkoda: I was fascinated by the team's ability to understand each other without words, as well as the complete creative freedom and trust from the brand. I always try to make the work process enjoyable for the whole team, but in Ukraine, especially in nature, shooting feels more like a fun vacation with friends than work.
E: What made you interested in working with Etnodim?
OS: I've heard a lot about Etnodim, so I was excited when the brand reached out to me. I like the way Etnodim reinterprets designs and ancient ornaments, preserving historical heritage while giving it a new lease of life. I also see some parallel in the fact that the green horizons of Ukraine are intertwined with urban elements and the city in the shoot.
E: What emotions, mood, or perhaps a message did you put in the photo?
OS: When I analyze my photos, I realize that I always try to reveal the person depicted in them. Since we were shooting the image of a modern Ukrainian woman, it was natural to show a free, open-minded, confident girl who is confident in herself and her country. She looks to the future without fear, but at the same time feels pain because of everything that has happened and continues to happen to our people.
E: Kyiv Sea, dawn. How did the location and time affect the shooting?
OS: I don't consider myself an early bird, but the sunrise is always very beautiful. At one point, it seemed like we were going on a hike. And there is nothing like the morning natural light. But there was a lot of coffee that morning!
E: Is there a product that you like the most?
OS: Of course! My favorite shirt is the Kyi. Probably because it can easily fit into my wardrobe. Also, Kyiv is the place where I grew up and spent most of my life. At the same time, after I saw Tatiana Nemchenko's styling, I realized that I could integrate all the items from the shoot into my wardrobe.
E: What is your favorite photo from the shoot?
OS: I really like the whole series shot at the bus stop. The unique design and architecture of these stops always evoke nostalgia.
E: Favorite moment from the shoot?
OS: I remember the moment when everyone jumped off the parapet to take off their Kyi shirts by the water on the Kyiv Sea. It was at that moment that a real hurricane started. We had to quickly run away with the model, who was wearing heels, and jump back onto the high wall.
The shoot with Olena Shkoda became one of the warmest memories of the summer of 2024 for our team. We are grateful to the artist for her cooperation and new vision of our products.