>> This is one to offload to girls who endlessly Tumblr pictures of blooming roses or watch Lana del Rey videos wondering where she got her cut and paste footage from. That's not to deride those girls. I myself, may well fall into that category at times. My point is, it's difficult to look at this debut collection by Lesya Paramonova, an illustrator and designer based in Moscow and not think about how they will end up on endless moodboards and Tumblrs and how Instagram-able it all is (by the by, thanks to Facebook's acquisition of Instagram, I'm now hooked up on it with the new Android app on @susiebubble). I feel like Lesya and I come from a generation of women, who want to look upon a flower and find meaning beyond its surface prettiness. This is probably why I'm eternally attracted to Linder Sterling collages or why I STILL cannot stop watching Solve Sundsbo's The Ever Changing Face of Beauty film for W Magazine. Blooms that grow over body parts clearly get me going. The video above by Karina Eibatova is a video flower anthem soundtracked by Washed Out and it's the perfect summation of why Paramonova's work is emotive for us annoying dreamers who litter the world with images of people's faces being obscured by giant lillies.
Paramonova, like Zimmermann has also been rejecting the onslaught of digital florals and instead goes for printed botanical drawings, that are uplifted by cutting out sections into fabric decoupage or adding layers of sheer silk tulle to dull the patterns. The presentation of the collection at the latest edition of Cycles and Seasons in Moscow back in March had the models wearing their hair as a mask, an extreme version of girls who hide behind their long hair and daisy chains. Her lookbook images, inspirations, presentation and behind the scenes images are all, like I said, terribly easy to fall in love with. Without seeing the clothes up close, it's difficult to say where Paramonova's technical strength lies but I'd buy into this floral haven in a heartbeat. And then Instagram/Tumblr it all up of course.