VALULI Fashion Talks: Diana Fontana

March 9, 2017

Ever wondered what inspires and fascinates young fashion designers? How they got started and what is their message to the world?

Welcome to my new blog series about the artsy people sharing their vision and passion.


Me, personally, I am very interested in people who found the courage to start doing what they always wanted to do.

Meet Diana Fontana – young and talented designer with a big passion for art and design, who will tell you a bit about herself and how she is confident that the only time you can start is now.

Diana, what sparked your interest in fashion?

This part should be definitely dedicated to my grandmother. As a child I used to stay all summer at my grandmother’s home in Ukraine, she was a seamstress and the house was always full of colorful shreds, which I was recycling as dresses for my dolls. When I was old enough she taught me to use her old Singer machine and from that moment I’ve never lost interest in sewing.

What made you take fashion more seriously and make a career out of it?

Creating my own garments has always been my dream since I’ve learnt sewing. Unfortunately back in the days there was no clue of fashion industry development in Russia, the boom of indie brands started when I left to Lugano. There’s always been an idea of launching a fashion brand but as it usually happens: there has never been a perfect moment for it. Everything changed last spring when my friend was getting prepared for her wedding and found the seamstress who would have realized a special dress for her. We were both inspired by that woman who found forces and courage to leave her permanent job and open her own studio, even though she was not that young. That made me think: if you want to do something in your life – the perfect moment is now.


Are you self taught or did you study fashion design?

I’ve done a Women’s patternmaking course in Istituto Carlo Secoli in Milan. This school is the strongest one in patternmaking and using their own method. I strongly believe that a designer should be capable to make a pattern of the garment he creates, it is very important to understand the process of the sketch transformation into a real garment.

Who is your favorite fashion designer? What exactly do you like about him/her?

I can’t really choose one name from thousands of brands all over the world. I loved Alexander McQueen when he was alive, because what he wasn’t really doing fashion – his creations were all about fantasy, art, dreams, parallel worlds and other realities. At the moment I like brands with strong aesthetics and architectural lines like Delpozo, sophisticated silhouettes like Maticevski, young brands who don’t follow runway trends as OUTLAW Moscow, A.W.A.K.E. UK, Y/Project. I actually change my preferences from season to season because my vision also changes constantly. This season favorites are Monse, Dice Kayek, J. Crew, Givenchy, Sara Battaglia..

Are there any types of clothing that you avoid wearing?

Well after I have launched my label I really prefer jeans and sweatshirt as everyday uniform. Maybe this is a kind of mutation which happens to designers once they start to create ☺

Since there are no more taboos in fashion it is really difficult to find something illegal. Well, maybe T-shirts with Swarovski and mini bodycon dresses, oh and synthetic clothing (except sports apparel and swimsuits).

What are you fascinated by at the moment and how does it feed into your work?

My latest FW17/18 capsule collection is the first step to express my vision of the world based on my experience in the past few years. It speaks about a constant inner battle in search of equilibrium and harmony while you are super conscious that there will never be a perfect balance. Then you have nothing to do but accept the asymmetry of it all and just try to make it work for you.

What book or article can you recommend to read for the people who just started their way in fashion industry?

Well it all depends on which sector of fashion industry they have chosen, there are lots of professions out there. If we are talking about designers I would recommend signing up for a newsletter and reading the blog at, the book of Toby Meadows “How to set up and run a fashion label” and to upload an App named VOGUE Collections on AppStore.

What would you like to achieve before the end of the year?

I’d love to see my brand getting known and my items sold in the retail shops and most of all I would like to make this project my main and only profession before the end of the year.

What’s your motto?

Here I should put something like “Never give up” but actually I do give up very often, so I’d say: “Everything in this life happens for a reason”.


Diana Fontana latest collection available here:


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  • Reply Victoria March 9, 2017 at 4:36 pm

    So inspiring! Love the styles! ???

    • Reply admin March 9, 2017 at 8:16 pm

      Thank you very much! 🙂 Stay tuned for more interviews with emerging talents!

  • Reply Vicky March 10, 2017 at 6:24 am

    Good luck Diana!! ???

  • Reply Olga March 10, 2017 at 9:28 am

    A very interesting interview! Well done! I wish you good luck with your new project and looking forward to reading more interviews.

    • Reply Ksenia Valule March 10, 2017 at 9:32 am

      Thank you kindly! 🙂

  • Reply Fatma March 10, 2017 at 10:34 am

    Great collection ?! Good luck ☺️!

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