I think the term genre can’t be applied to me. I’m believed to work in a fashion genre exclusively, but experience in design has taught me to be many-sided. Sometimes I have to work on three and more absolutely different projects at one time. As a result I’ve acquired a rather valuable skill – the ability to switch over to different genres and styles.
First of all I proceed from the idea I want to implement, but a creative process always requires some meditation-like detachment. So the moment I take or retouch photos I prefer to be on my own. But at the same time I always find time for discussing concept details with my team