Iles Formula Women this week is pleased to introduce Alisa Evdokimov - Producer, Creative Director, Director of Photography from the Faculty at The New School for Social Research and Parsons School of Design.
One power packed woman... and we are pleased to have her in our Journal!
IF : Relationship with your hair?
AE : I’ve always kept my hair long (except in the London scene long ago), and this is probably one of my few traditionalist views. For women, hair is a symbol of power and seduction.
IF : Best Hair Inspiration decade?
AE : 80's punk style, and all that is happening now with long hair and amazing textures.
IF : How did you hear about Iles Formula?
AE : I am blessed to have worked with Wendy on a European TV show GNTM for a few years now, and was a sceptic, as I have tried every luxury product due to my work. Being in the fashion and beauty industry, I am exposed to every new product that comes out. Wendy’s bespoke line is the first where I have honestly said REVOLUTION. It is the first set of products that truly made an immediate and visible difference in my hair.
My stylists have also raved about it.
IF : What is the most inspiring thing you’ve learned at your job?
AE : I am not able to name one most inspiring thing, as I have been inspired by so many people, and so many things along the way. To answer the question, I was first inspired by Malcolm John early in my career, from the Face, who opened doors for me back in the early Paris days and introduced me to many revolutionary things which radically influenced my professional path.
An inspiration from my current work would be twofold. First, the incredible talent that I have the pleasure of working with daily, and second, in my students, who are a catalyst to me to keep giving back and stay on the cutting edge of the industry. Aside from these, it is inspiring for me to do work every day that I love, working with amazing talent, which makes the often long travel and long hours SO worth it.
IF : Do you read direction for use?
AE : Nope. Because the Formula products are so easy to use...
IF : Do you read the composition of a product?
AE : I always read the ingredients of a product before I purchase. So many high-end products are all packaging, with banal ingredients. If you read up on this, it is easy to identify and eliminate high-end products which won’t deliver.
IF : Your favourite Iles Formula product?
AE : The Haute Performance Finishing Serum - of course precursed by the Haute Performance Shampoo and Haute Performance Conditioner. But even if I am traveling and wash my hair with hotel shampoo in a pinch, the serum is a rescue remedy and it is AMAZING.
I just want to note here that of the many luxury hair products I have been given over the years, Wendy’s formula is the first one where I have said WOW, my hair is transformed. Wendy, I told you that, and I really meant it.
IF : Your favourite shower dance?
AE : I don’t dance in the shower, but Puerto Rican Salsa is amazing.
IF : What makes you the most happy?
AE : Doing my morning beach walks, when the dolphins join me, which happens often.
Celebrating the loves of my various lives.
Working with great people and giving back my knowledge to the next generation as a design professor.
Watching my daughter shine.
Playing piano and kamanche.
IF : If you were to share one beauty tip with us today, what would it be?
AE : If you are on point with your regime, you can do it in 10 minutes? I do my hair for work in 5 with Iles Formula. Seriously.
Aside from that, I recommend all women of any age to use facial cleansing oil and then sea mud soap to care for their face. The Erno Laszlo regime is amazing and I stand by it for years, but you can do the same with Burt’s bees or Muji oil cleanser and Adovia sea mud soap. Check that out. This dry oil/mineral soap combo is nurturing, moisturizing, mineralizing and just rocks.
IF : Being a woman in 2017?
AE : This is a really interesting question, since the issues women face are different based on where they are. I believe that all women have incredible power, and it is my wish that every woman appreciates her assets.
In the work that I do, my mission is to impress this upon young women, since so many need mentoring to discover the confidence they need to shine. The most important thing about being a woman in this age is that you remain true to yourself. That you find your vision, and nurture your inner beauty, always.
I’m about to start a project with incarcerated women in conjunction with UCLA, and am looking very much forward to doing that with women who need re-integration into society.
View some of Alisa Evdokimov's productions here with photographer Kristian Schuller.