As businesses flee Russia, a New York model returns to Moscow


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As Western companies fled Russia following Moscow’s invasion of Ukraine, Kira Dikhtyar, a 33-year-old mannequin in New York Metropolis, traveled in the other way.

Abandoning a decade-long modeling profession in america, the twin U.S.-Russian nationwide returned to her hometown of Moscow this spring to launch a brand new clothes line in sanctions-hit Russia whereas declaring her help for Russian President Vladimir Putin.

The idea of the corporate, which she says continues to be beneath improvement, is cheap replicas of Western model attire to fill the cabinets of Zara, H&M and different retailers that shuttered their Russian places within the aftermath of the Feb. 24 invasion.

“We alter the design a little bit bit so as to not get sued by the businesses,” Dikhtyar stated in a telephone interview from her dwelling in Moscow.

The venture offers a glimpse into the ragtag reorientation of the Russian economic system beneath Western sanctions. Probably the greatest-known examples is the recreation of McDonald’s with out the Golden Arches and Massive Macs, however in any other case providing what its new backer — a Siberian oil tycoon who purchased all 840 shops — says shall be largely indistinguishable fare beneath a brand new title — “Tasty and that’s it.”

With scant options in Ukraine, U.S. and allies prepare for long war

On Friday, at an financial discussion board in St. Petersburg, Putin stated the difference of the Russian economic system was succeeding. “Russian enterprises and authorities authorities labored in a composed {and professional} method,” he stated. “We’re normalizing the financial scenario. We stabilized the monetary markets, the banking system, the commerce system.”

The consequences of sanctions have for now additionally been blunted by hovering oil and fuel income, permitting the Kremlin to proceed to fund the warfare effort and stimulate the economic system.

Dikhtyar sees herself on the vanguard of this financial reinvention and expresses no remorse about pursuing enterprise in wartime Russia. “What’s flawed with it?” she stated. “It’s a tremendous alternative right here in Moscow.”

In america, Dikhtyar is finest recognized for her stint on the fact TV present “The Face” and a subsequent tabloid feud with former supermodel Naomi Campbell. Over the past decade, she labored as a trend mannequin along with her picture featured within the pages of FHM and the international editions of L’Officiel and Playboy.

“Individuals are so brainwashed by media — it’s insane,” she stated, blaming america for prolonging a warfare in Ukraine that has introduced the Kremlin worldwide condemnation.

“There isn’t a extra peace and that is the fault of america of America,” she stated. “If they’d not help the navy in Ukraine, they’d obtain peace … however since they introduced navy tools to Ukraine, to provide numerous cash to Ukraine, it means Russia has to now carry extra troopers and extra tools, which may result in extra dying and longer battle.”

In returning to Moscow, Dikhtyar joined a small cohort of Russians with ties to the West who refused to sentence the invasion regardless of the reputational threat. Valery Gergiev, the chief conductor of the Munich Philharmonic and a detailed ally of Putin, was fired from his place in Germany. Actor Vladimir Mashkov — recognized within the West for his roles in “Mission Inconceivable” and “Behind Enemy Strains” — strongly endorsed the warfare solely to have his daughter rebut him on U.S. tv. Pianist Boris Berezovsky was dropped by his agent in March after urging Russian forces to chop off the electrical energy in Ukraine’s capital, Kyiv.

Within the trend world, Burberry, Chanel, H&M and Hermès all closed shops and on-line gross sales in Russia, becoming a member of the almost 1,000 corporations which have curtailed operations within the nation, in accordance with a Yale University project.

However of their race to the exits, Dikhtyar sees alternative.

“The market is big,” she stated. “Give it some thought: 150 million folks don’t have anything to put on as a result of all of the manufacturers pull out.”

In Slovyansk, conflicted loyalties as Russian forces approach

Those that have labored with Dikhtyar say her try and do enterprise in Moscow whereas championing the warfare in Ukraine is provocative however not stunning.

“She likes to be controversial and begin scandals,” stated Ivan Bitton, the proprietor of a trend home in Los Angeles who produced a number of picture shoots with Dikhtyar between 2015 and 2018.

Bitton pointed to her televised battle with a Black mannequin on “The Face” over Dikhtyar’s alleged declare that darker-skinned fashions wouldn’t succeed on the present. Dikhtyar stated her remarks have been misunderstood.

Her feedback concerning the warfare contact on sensitivities in a trend business that’s dwelling to each Ukrainians and Russians working side-by-side as fashions, photographers and designers.

Evgeny Milkovich, a Ukrainian photographer working in New York Metropolis, has photographed Dikhtyar on a number of events. His household dwelling in Kyiv is a 10-minute drive from town of Bucha, the place Ukrainians have been massacred in March. Milkovich stated he was dismayed by how Kremlin “propaganda” has taken the “humanity” from among the Russians within the trend business.

“Folks like Kira wage their very own wars with their controversies,” he stated. “We made a number of profitable picture initiatives, however the essence of the folks I work with can be vital to me. So sadly, cooperation can simply finish right here.”

Born in Moscow, Dikhtyar confirmed early promise as a rhythmic gymnast, competing on Russia’s nationwide junior staff earlier than being recruited as a mannequin in her early teenagers. Tall and skinny with blue-green eyes, Dikhtyar was represented by MC2, a modeling company based by Jean-Luc Brunel with backing from disgraced financier Jeffrey Epstein.

Dikhtyar stated she first met Epstein on the age of 17 — however in contrast to scores of different girls, she stated he by no means touched her. As a substitute, the 2 forged a friendship that prolonged past 2008, when Epstein pleaded responsible in a Florida state courtroom for soliciting underage women for prostitution.

“Sure, It’s true. I used to be mates with Jeffrey Epstein. I’m not defending something,” she stated of the financier who died by suicide in 2019 whereas in custody going through fees of abuse and intercourse trafficking of ladies.

In Russia, she captured headlines final yr when she accused a once-powerful Russian oligarch of raping her when she was 15, a disclosure broadcast on state TV as a part of her a marketing campaign she launched in opposition to sexual violence. However Dikhtyar’s advocacy work on behalf of ladies can be a supply of competition. Her skilled web site and accompanying media articles listing her as a “UN Ambassador” for her worldwide work on reforming sexual consent legal guidelines.

Nonetheless, a spokeswoman for U.N. Ladies, the world physique’s arm for gender equality, denied working with Dikhtyar and stated the United Nations “has not appointed” her an envoy, a title that requires the approval of U.N. Secretary Normal António Guterres.

Dikhtyar stated she couldn’t be faulted for the way earlier information articles characterised her work on behalf of ladies.

The prospects for Dikhtyar’s new retail pursuits are unclear.

The Russian economic system is anticipated to contract by 8.5 % in 2022 as worldwide sanctions take a toll, in accordance with the Worldwide Financial Fund. However analysts say there’s a potential marketplace for reasonably priced clothes with Western panache.

“Regardless of how poor the Russian inhabitants has turn out to be, they nonetheless need to purchase garments and there are nonetheless individuals who have the cash,” stated Ekaterina Schulmann, a Russian political scientist on the Robert Bosch Academy in Berlin.

Olga Rebrova, a Russian stylist and the proprietor of the style model Stanchy, cautioned {that a} new Russian clothes line wouldn’t be capable to match the low manufacturing prices of established fast-fashion manufacturers that manufacture in Vietnam, Bangladesh or China. However she stated the mass exodus of Western retailers has made it “a little bit simpler” for Russian companies to succeed.

“When your opponents are large conglomerates, it’s fairly troublesome to compete as you don’t have such advertising and marketing budgets,” Rebrova stated in an interview from Moscow. She stated her personal firm has benefited “since I shouldn’t have large opponents now.”

In describing her marketing strategy, Dikhtyar stated designers would take a gown from her wardrobe, alter the design barely, and mass produce it. “They mainly take it, copy it, give it to manufacturing facility, and within the morning you’ve gotten 1000’s,” she stated.

Jeff Sonnenfeld, a professor on the Yale College of Administration, stated if Dikhtyar’s enterprise infringed on the mental property of different trend manufacturers, it may have a destructive long-term influence on the Russian economic system.

“In the event that they’re going to be in defiance of essentially the most minimal of world requirements of respect for mental property, then Russia will turn out to be much more of an island,” stated Sonnenfeld.

After collaborating in a more-than two-hour interview, Dikhtyar later requested that an article not be revealed about her as a result of she stated she was not approved to talk on behalf of the clothes line.

Whereas urgent to cease publication, she stated that she is aware of folks within the Russian mafia. “The Russian mafia nonetheless exists,” she stated “We must do some background examine on you and your loved ones for this type of article.”

Moments later, she insisted it was a joke. “Are you frightened of Russian mafia?” she requested.

Mary Ilyushina and Natalia Abbakumova in Riga, Latvia, and Paul Sonne in Washington contributed to this report.





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