She decided to change course at exactly the stage of her career where many of her colleagues dream of staying. Tatiana stopped working on catwalks around the world and shooting advertising campaigns for Givenchy and Calvin Klein, moved from New York to London, got married, gave birth and … plunged into business. A year and a half of planning, design development and everything else that is necessary to start your own business - and now clothes under the Silou London brand are willingly chosen by healthy lifestyle girls in the UK.
In December 2017, Kovylina gave birth to a daughter. The mother of three emphasizes that her clothes are ethical. “I develop business towards women: we make clothes for women, women work for us, we help small women's communities that need it,” Tatiana lists. "This is, as they say here, empowering women - support of the women's community."
One example of Kovylina's recognition of efforts and weight is the fact that in February Madonna invited Tatyana to participate in the Raising Malawi charity project. By the way, the singer herself was the art director of the photo session, which will be put up for auction.
Begin with yourself
Marie Claire: Tatiana, you are in business, but Wikipedia is still represented as a Victoria's Secret Fashion Show model …
Tatyana Kovylina:… this title is on me for life! (Laughs.)
What would you write yourself?
I'm not going to give up on the past - I think what I'm doing now became possible thanks to my modeling experience. But I want to talk about the principles on which we have built a brand of sportswear. We are trying to do at least as little as we can for the planet. For example, use ethical materials and a European manufacturing organization. Once in the factory where our things are made, I was able to compare conditions with those in which women work in China or Vietnam. All of these aspects were taken into account: non-toxic materials and organic fabrics, fair use of labor and the decision not to use plastic. We can add that in our office, recycling - waste recycling - is practiced by everyone. We proceed from the principle “if you want to change something, start with yourself”. Health is important on a planetary scale - and personal,and family health, and a healthy atmosphere at work, and the right attitude to life.
At the age of 25, I already clearly knew that I was leaving the modeling business. I realized that such a rhythm cannot be endured, while remaining a mentally normal person
What was the most difficult thing in business?
I had to master the entire business side from scratch. Getting acquainted with the production line, with factories, studying how and where threads are made, how much they travel - the whole process. It was complicated. Also, an inevitable problem for anyone who has their own business is the human factor, the people who work for you. They need to be motivated, to do so that they believe in the cause, as you do. This takes up a huge amount of strength - physical and moral.
But achievements are motivating. For example, recently the British Fashion Council, an organization that supports "young" initiatives, gave us a grant for business development. The recognition is valuable, especially since I have little to do with England.
Best version
You have been living in London for seven years. Is there a difference in women's attitudes towards themselves here and in Russia?
Giant. Such well-groomed women as in Russia are nowhere else. We have a cult. From an early age, no matter what the budget, everyone is trying to create the best version of themselves. I remember my mother told me already in childhood what masks should be done, and we went to the bathhouse and rubbed ourselves with scrubs. I envy British women a little - their self-confidence. It doesn't matter that she has never had a manicure in her life or that she has not gone to a facial massage, does not dye her hair, no one will dissuade her that she is the most magnificent woman on the planet. It is more pleasant for me to look at our women, but I think that balance is still needed.
It all almost ended in failure. When you lose weight to such an extent that you seem beautiful to yourself, but a couple of years later, looking at those photos is scary
How old were you when you left the podium?
25, at 26 I gave birth to my first son. But at the age of 25, I already clearly knew that I was leaving the modeling business. I made the decision to leave America, although before I was convinced that my whole life would be connected with New York. Over time, I realized that such a rhythm was impossible to bear, while remaining a mentally normal person. I decided to return to Europe to be closer to my family, relatives, my roots. And then my hobby played a huge role - I do not want to use the expression "healthy lifestyle", although, in fact, we are talking about it. It seems to me that a healthy lifestyle has recently become like an obsession. Probably, we need a synonym in which “healthy” means “moderate and normal”.
So, having moved, I began to get involved in yoga, meditation, spiritual practices, I realized that this is close to me. I wanted to combine my two interests (after all, I still have love for fashion). And I came up with the idea to combine these two passions - in my brand.
Edge 52 kg
Why yoga and not something else?
Probably because it is more a way of life than just a sport. You are not competing with anyone - not even yourself, you respect the limits of your own body. One breath can change the state of consciousness, cope with anxiety and pain. You need to remind yourself every day: you must breathe correctly in order to function properly. In order for the brain and lungs to work, the blood supply was normal.
What is "great physical shape" for you?
I had different periods when visually the shape was excellent, but not for my body. When I exhausted myself with both exercises and work.
And for what did they torture?
Good question! Probably because at some point I also became very interested in the notorious healthy lifestyle. Unfortunately, it all almost ended in failure. When you lose weight to such an extent that you seem beautiful to yourself, but a couple of years later, looking at those photos is scary.
My naturopath and endocrinologist worked for forty years at the court of Her Majesty Queen Elizabeth. He also saved Princess Diana from the habit of starting the day with the traditional "greasy spoon breakfast" of beans, scrambled eggs and bacon
What is the maximum you lost weight in one go?
There was a period when I weighed 52 kilograms with my height 177 cm. Right on the edge. I felt disgusting. I was also a vegan and didn't eat anything that contained fats. In general, I had everything - as I thought - according to the book, but it did not add strength to me.
In December, you became a mother for the third time. Have you set a task to return to the previous ASAP form?
I understand: the body will never return to its previous state. Yes, you can lose centimeters and kilograms, but I feel completely different than before my third child. I haven't been so calm about myself for a long time. Thank God that I gave birth to three healthy children. And I have time to do yoga. I work, I live. I don't want anything more from myself - neither a 55 cm waist, nor cubes on my stomach. My priorities have changed: I just want me to be calm and good, so that I can live happily ever after.
I wonder how you eat: could you schedule a diet for one day?
I eat with a preference for seasonal organic products. Protein and fat make up the bulk of the diet. I start the morning with porridge made from soaked overnight seeds of flax, pumpkin, sunflower, nuts, cooked in homemade almond milk with the addition of oatmeal or buckwheat and dried fruits with coconut oil. The recipe, by the way, was shared by my naturopath and endocrinologist, who worked for forty years at the court of Her Majesty Queen Elizabeth. By the way, he was the first to save Princess Diana from the habit of starting the day with the traditional “greasy spoon breakfast” of beans, scrambled eggs and bacon, instilling a culture of healthy eating in the then very young and very well-fed princess.
Is meat on your menu?
In general, 85 percent of my food is vegetarian. I rarely eat meat, making sure that the life of the slain creature was not darkened either by the lack of sunny days in the open meadows, or by the use of antibiotics and other rubbish. We breed animals in small quantities on the farm. I love fish, but eat carefully, in many oceanic rocks the level of heavy metals is off scale. I add algae to the food, they are rich in minerals and iodine, and we, the northern inhabitants, need it.
Press the button
How to do when you are breastfeeding?
I practice yoga and work out in the gym 2-3 times a week for 40 minutes. But I try not to overdo it, because the milk immediately goes away. And then I will go into the same regime in which I lived before. Moderate aerobic exercise, yoga as the main sport, and more time outdoors. In terms of nutrition, I will not change anything - moderation is important as a general principle.
Do you introduce older boys to sports?
They don't have a very close relationship with sports yet. They dance, sing, ride bicycles, and periodically do yoga with me. I can't get used to structured classes, but I don't want to push. It seems to me that children are wise creatures, they have thoughts to which you need to listen. And they are very good at regulating their loads and appetite, if you do not toughly interfere.
Thank God I gave birth to three healthy children. My priorities have changed: I just want me to be calm and good, so that I can live happily ever after.
You have a section on your website where you give advice. What's the best advice you've ever received yourself?
Grandfather said: every day you have to go for a walk, try not to eat in public catering and periodically go out into nature. When I was little, these advice, of course, seemed like an empty phrase to me, and by and large it is. It all comes down to how you digest stress. Let me remember another wise phrase: it is not so important what you eat as what eats you from the inside. Our thoughts can both poison life and charge it positively. Although, of course, this is easier said than done.
What does a working mom's day in London look like? I know that your office is literally across the street from your home, and this relieves at least the stress of standing in traffic jams
And there is. A typical morning: children go to school, I devote an hour to myself: sports, yoga - and to the office. I still don’t trust anyone to create new models, moodboards, and choose fabrics. I demand a lot from my employees, I cultivate attention to detail. I encourage the initiative. I'm a member of the British Fashion Trust, an organization that supports British fashion designers by bringing the industry's rising stars under its wing every year. BFT organizes lectures and meetings with fashion figures. For me, this is primarily access to the network and exchange of experience.
Surely there were mistakes at the start?
Of course! For example, I spent half of my starting budget filming an ad campaign. As you know, they learn from mistakes, and I perceive them as an acquisition. My husband, a heavyweight businessman (Yuri Shefler, No. 56 on the Forbes list of Russian billionaires - MS), sometimes takes the time to share advice. For example, do not compromise when it comes to quality, have courage, do not be afraid of new things and keep everything under control without exception. That's how I do business.
The hardest part is to draw a bold line between business and family. I have not yet learned how to allocate time, so if I am with my family, then the work is waiting patiently. The husband succeeds in this masterly. It's like a button turns off - and he's completely ours. True, it turns on just as abruptly. My button obviously sinks, I need to fix it.
And it's all about her
Tatyana Kovylina, founder of the Silou London brand, yoga activist
Age: 36 years old
City: London
Family: husband, two sons, 10 and 7 years old, and a daughter, 4 months
Education: diploma from the Kazan State Institute of Finance and Economics
Career: 10 years after graduation worked as a model, collaborated with famous brands and fashion magazines. After the birth of two sons, she was engaged in their upbringing, was fond of sports and yoga, while developing and implementing the idea of her own business
Instagram: @siloulondon
Sports: yoga; aerobic exercise - running, swimming, fitness
Dress style: "Between very feminine and very athletic."
Favorite brands: Rodarte, Ralph Lauren, Dior
Beauty rituals: sauna and facial massage
Travel: India, Scandinavian countries
Photo: Getty Images, Nick Haddow, Instagram, personal photo archive of Tatiana Kovylina
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