Philadelphia, where our office is located, is often talked about as the City of Brotherly Love. We are famous for our Historic Sites and great cheese steaks. Believe it or not our city is also filled with incredibly talented people. Every first Friday of the month we enjoy the works of artists all around the city while sipping on some wine. I have the opportunity to be surrounded by people who like to express themselves in all kinds of different, whether it is music, painting, designing.

Today I want to introduce you to Aleksandra Svetlichnaya, an artist herself since she’s been 5 years old. The only difference is her choice of medium is fashion! She’s build a reputation as costume designer, working in theater, professional haunting attractions and film. Aleksandra also creates custom costumes for Latin and Ballroom dancers. Her personal line is called S V E T, it’s edgy, bold, shocking to say the least. Her favorite quote is “Sanity is the Playground for the Unimaginative.”

Exclusive Interview

THE 949: Let’s talk about the brand and how was it born.
S V E T: S V E T evolved organically from the work I did while a Fashion Design student. I always knew I wanted to be a brand, and I never wanted to work under another designer.. I have strong opinions, and vision, and that’s what gave S V E T its’ start.

THE 949: Tell me about the woman behind S V E T, spill it.
S V E T: I’ve always seen myself as an artist, first and foremost – art is what gives me life in every shape and form. However, I have the mind for business and the heart of an artist. Which is ultimately what will make me successful.

THE 949: How did you come up with the name for your label and what does it mean?
S V E T: S V E T is literally the first four letters of my last name, and it also means “light” in Russian.

THE 949: Share with us what’s some of the biggest project you’ve had the pleasure to work on?
S V E T: The charity event that I co-produced in 2010, that featured a S V E T fashion show event, was one of the most exciting projects I’ve done. And Eastern State Penitentiary (for which I was Costume Director for the 2009 season of Terror Behind the Walls) will always hold a special place in my heart.

THE 949: Let’s talk about your favorite quote, “Sanity is the Playground for the Unimaginative” and what does it mean to you.
S V E T: It’s kind of everything I ever felt, perfectly put down into words. It points out that to be truly an artist, to be truly great, one needs to be slightly.. Well, insane. In some sense of the word, anyway. And that those who try to be “normal,” end up being average. I LOVE that I get to say things like, “I need to remember to turn off my skirt before I go to bed.”

THE 949: Do you think your love of music ever inspires some of your pieces for S V E T? Lady Gaga in particular?
S V E T: I’ve always been inspired by music! All kinds of types and genres.. I’ve said that I’d sooner live without air than live without music.. But I wouldn’t say any particular artists really *inspire* me. When it comes to Lady Gaga, I think she and I are just naturally drawn to the same aesthetics.. I was designing blood-splattered garments before Gaga ever came out with hers!

THE 949: Conventional is overrated, so Aleksandra why exactly are you drawn to things that are out of norm if such thing exists?
S V E T: It has everything to do with me starting out as a fine artist, and a writer, and viewing fashion as an art form. I don’t create “clothes,” I create characters and fashion. Clothes are boring. Clothes are what cavemen wore to cover up and shelter from the elements. Creating art is what separates people from animals.

THE 949: What are you trying to accomplish with your clothing label?
S V E T: I’m trying to change the perceptions people have of fashion. It’s not all about being “hot” and “sexy” – what does that even *mean* anymore? No one knows, but everyone’s trying to desperately to achieve it.. And end up all looking the same. *Interesting* and *different* is HOT.

THE 949: What’s in store for you in 2011?
S V E T: New projects and lots of exciting fashion, for sure! I’m looking forward to more costume work, and I’d definitely like to do another fashion event.

THE 949: So, if you weren’t doing what you’re doing, what do you think you would be?
S V E T: Considering I’m already working in the business, I’d probably be a full time actress. I’d like to win an Oscar one day – I just haven’t decided what for yet!

A Few Pieces From The Most Recent S V E T Collection

Felix Kunze Photography ( www.felixkunze.com)