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itestyle The evolution OF ROZALIA RUSSIAN She has established herself as one of Australia’s founding fashion influencers, but this inspiring creator is only getting started WORDS CHARLOTTE BRUNDRETT nown as one of Melbourne's most K ieceones fashion identities, Rozalia Russian’s journey to becoming a successful content creator, businesswoman and mother of two is an enthralling tale. Born in Uzbekistan, Rozalia's family fled during the Cold War before moving to Australia when she was aged three and a half years old, “We arrived in Melbourne with few possessions and no English, but my parents worked tirelessly to provide for my brother and |, and we went on to have a really fond. positive childhood,” Rozalia says. Having spent much of her youth training as a ballerina, Rozalia later pursued marketing and advertising, and was in the midst of a career rut when she was introduced to Instagram “During the early days of Instagram there was no blueprint or strategy behind what people were doing and we were all essentially winging it” Rozalia says. *Never in a million years did | anticipate the career trajectory and opportunities that social media would offer me” What began as a platform to document her life quickly became a creative outlet for Rozalia. who leveraged her interest in fashion by posting outfits and tagging featured designers. Rozalia's profile was further boosted by her presence in Melbourne's nightlife scene as the wife of nightclub magnate Nick Russian. The couple now have daughter Willow, 8, and son Kingston, 5. “The mummy market is huge. and my online following jumped after | had Willow. ‘Suddenly | wasn't just recommending fashion finds, but also parenting tips and tricks. | signed on to management not long after and my Instagram became a business platform” In more recent years, Rozalia has expanded her repertoire from social media trailblazer to fashion collaborator, working alongside Australian brands aligned to her interests. Brands such as clothing label Atoir, whose capsule collections with Rozalia have been worn by Kourtney Kardashian and Kylie Jenner, among others. “I've always loved fashion, but | didn't have the tools or education to understand how to implement my style into a collection, so I'm really grateful to have these collaborations at my disposal and I've grown to absolutely love the design process,” Rozalia says. ‘As she makes the final touches to her fifth and sixth capsule collections with Atoir, which launch later this year, she credits each collection with further refining her understanding of the business side of fashion “Much of itis trial and error. You never know how it's going to be received,” she says. Rozalia is also an advocate for supporting local where possible and that extends to her wardrobe. “In Australia I love Camilla and Marc, Sir the Label and Venroy, especially in summer. Simple, classic silhouettes are my preference.” she says. Her effortless approach to fashion mirrors her beauty ethos. “Im far more into my skincare because when you look after your skin, your make- up sits better and healthy skin doesn't need much make-up as there's less to conceal,” the LOreal ambassador says. “love researching different skincare ingredients as I've got older, and I've learnt what's a gimmick versus what's actually “DURING THE EARLY DAYS OF INSTAGRAM THERE WAS NO BLUEPRINT OR STRATEGY BEHIND WHAT PEOPLE WERE DOING AND WE WERE ALL ESSENTIALLY WINGING IT.” necessary. LOreal's hyaluronic acid serum is, a favourite of mine because it's so hydrating and glowy, and sometimes Ill even mix it into my foundation for a dewier result” Rozalia sources beauty inspiration from just about everywhere, including what's trending on TikTok and red carpet looks from overseas, “Ima big believer that your make-up should reflect your outfit and since | tend to have a more masculine sense of style, | don't like my make-up looking too pretty or too glam,” she says. As for what's keeping her family busy in the year ahead, the Russians are anticipating some long-awaited travel GO BEHIND THE SCENES OF OUR ‘COVER SHOOT
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