Back to Work Issue
When we talk about multitasking, we talk about Alisa Volskaya. When we talk about empowerment, we talk about Alisa Volskaya. When we talk about Alisa Volskaya we talk about a Woman with a capital W.
Who is Alisa Volskaya? It was at Condé Nast International, in Paris, that she began her journey in the Fashion industry, where she managed partnerships and digital projects, which became somewhat of her comfort zone for projects that would still be reserved for the master in Business Administration of Companies she is. In 2015, she became the Executive Director of the Naked Heart Foundation, created by top model and philanthropist Natalia Vodianova, whose mission is to create a more inclusive society by supporting those with disabilities or special needs. Similar to her role at Condé Nast, Volskaya was responsible for international partnerships and fundraising, a ramp that certainly made the next step obvious: as a result of her impeccable work ethic and uncanny PR skills, founding a communications agency focused on collaborations was not just organic, it was a dream come true, something that the French-Russian (born in St. Petersburg, she calls Paris home, and therefore even has French nationality) explains in the interview below. And she did so right in the midst of the pandemic, in 2020, managing not only to survive but also to make this agency, AVEC Paris, successful to this day. We took advantage of her visit to Lisbon to immortalize in images and words the example of a businesswoman she is (after all, in the midst of everything else, she still finds time to inspire emerging names in the Fashion industry by being part of the Parsons Paris Advisory Board) and also to ask her, in the midst of the serious business that is being a Woman in power, the questions that matter: after all, what is the daily life of a top CEO like?
What’s a usual 9 to 5 day of yours? Tell us a bit of how your work day usually evolves from morning to evening? My usual day is 8 to 9 at least! I start it with a strong cappuccino and walking my dog, and then e-mails and calls always from the morning. Then if I am in Paris I go to the office every day, and I like to brainstorm and share inspiration with my team, work on strategies, fundraising initiatives, it is exciting and makes me feel the purpose of what we do. We are lucky for a young business to have our first office at the famous rue de la Paix, near Place Vendome, the energy there is quite strong and cinematic. After office is usually gym and friends dinner at Loulou or Laperouse. Overall, a good day for me is when I feel that it brought me closer to my new goals and dreams, and as a creative woman I have plenty.
Are you a breakfast person or just coffee/tea in the morning? And what do you usually eat/kind of coffee you order? I am such a breakfast person, I could run a culinary show dedicated to only breakfasts, and that is the only food you will find in my own fridge. I love to bring new ideas from travelling too. For instance at SHA they serve you miso soup for breakfast, because it cleanses your body from the morning. London is my favorite destination for incredible fluffy omlettes, I really look forward to going to Granger and Co when I am there. At home I love a sheepmilk yoghurt, because sheep milk has most of calcium, protein and vitamins. And I could live in Italy just only for the amazing ristrettos, that is the paradise of coffee for me.
You’re the Founder of Avec Paris - tell us how it all started for you to found the agency, why did you create Avec Paris? I have always wanted to run a company. You know I am half Armenian and growing up with my father and his family in our culture a girl’s education is quite conservative. I had a great and loving upbringing, but I did not ever get to decide things for myself. And that bothered me. Having a company used to be my dream as a way of taking control of my life decisions, get the intellectual recognition, make choices for lifestyle and run my own finances. And my mother is completely different, a designer and artist, someone bohemian, glamorous and free. So between the two I knew that my fulfilment was through fashion world but the business side of it. So later in life, after I’ve had a chance to work at Condé Nast International and while working at Naked Heart Foundation of Natalia Vodianova, I had an idea of creating a company which would curate and communicate around special and purpose driven collaborations, create partnerships, expand to different markets. I felt that fashion world sometimes is missing this spirit of collaborativeness, and in the same time it is the future – for culture, for design, for philanthropy, for art. In the world which is oversaturated with news and content, associating yourself with the right causes and brands, and reinforcing each other’s message, is the only way to leave a footprint. So that is why I created AVEC – which is the French for “with”, and also my initials AV, Experiences and Communication.
What’s your fave part of the job? And what’s the most challenging? Favorite part is probably fullfilment of completing every project – which is providing support to those in need through what we are doing. It comes to charity, it comes to young creatives, it comes to helping expand new brands that we are communicating about. The most challenging is probably to establish new values. That a woman can be glamorous and attractive, but a hardworking and dedicated professional too.
Do you still feel that, in the 21st century, it’s still harder for women to be in a position of power, there’s still some judgement about our skills? I enjoy being a woman so much, I would never trade it to anything! And yes, judgement is a big part of it. We discussed it with my friend Fiona Zanetti - a brilliant and successful DJ - how being a woman no matter what you do, you get so much judgment. And we are both successful examples. I face it all the time in business negotiation, especially when dealing with men of power. In the same time, I see that it gives women a certain constructive challenge of having to really know your subject well, preparing better, making sure you overcome any challenge.
And have you ever felt that double standard of being questioned by something as a powerful woman that you know you wouldn't as a man? Once I have had a short hair because of an unfortunate bleach experiment, and a year later a client told me “Oh now that you are more attractive with your long hair back, I will be more attentive to what you are saying”. And I was managing a million-dollar deal at that moment.
When you feel that judgement, how do you overcome it? My secret ingredient is rationality and focus. In the end people have no knowledge of your full potential and it is not their job to give you confidence. Some comments can be constructive. Keep doing well what you do well and not let anything affect it. Sometimes someone’s lack of trust can even boost your determination to succeed and overachieve, but don’t let it get into your head too much. I follow my instincts, no matter who is saying what (and there are all sorts of opinions), I just go through it. Yes, imagine yourself as an ice breaking ship which goes at its own pace and stops at no obstacle.
What’s the best advice you can give, as an example of a powerful women, to empower other women? Above anything I would say be kind. Cultivate that kindness and gratitude towards others, especially every single person who has supported you along the way. It is also your biggest weapon, because when you are kind, you will be supported no matter what. Focus on your strengths and skills, love them and develop them every day. Think how your strengths can play in your favor, and turn any challenge into a constructive growth process, like Lego. Everything turns out in your favor in the end. For instance, if you are the only woman at the negotiations table, don’t think “this environment is challenging and there is so much pressure”, instead think “wow, so I am part of a positive change, I am capable and impressive, since they included me!”. This mindset will make you look more confident and more convincing and therefore more empowered.
A powerful woman you look up to? Natalia Vodianova. Anna Wintour. From the history it is Lady Diana. All of them use/used their publicity and style to forward their message of purpose, quality, and staying true to your values. These are my values too.
Your lunch break: eat at the desk or go outside for a long lunch before going back to meetings? If I have a lunch meeting I go to Costes, I love social environment and I love a choice of healthy food there. And if I don’t have a meeting, I order salmon or a salad from CoJean to my desk, it is a French chain, quite delicious and healthy.
Tell us a bit more about your connection with the Naked Heart Foundation, founded by Natalia Vodianova. You’re the executive director of the foundation, correct? How did you two meet and what’s your job description within the foundation? Natalia is the most inspiring person and a visionary that I have had a chance to meet on my way. Of course, I knew her before, but we have first met at a job interview, she was looking for a director for Naked Heart France to run partnerships with fashion brands, and I was at Condé Nast International, so it was a natural match. I was mesmerized by how gracious she was, dedicated to the cause and hardworking. And I felt very empowered because she supported and trusted my suggestions and initiatives, which then grew into nine years of working together and becoming very close. Today I run all of the Naked Heart Foundation international fundraising through fashion industry and special collaborations. Naked Heart is helping families raising children with autism and special needs and educating professionals on modern evidence-based programs. We are now developing projects in France, which is a whole new exciting goal. Working at the foundation has really taught me purpose, and our cause has taught me love – there is never too much love you can generate in yourself.
So, you juggle two jobs: how do you balance the work at the agency with the work at the foundation? All of it is my life now, a source of fulfilment, I do not feel it as jobs. My role at AVEC is more of a Curator deciding who and why we include in our projects. All of the brands we work with have a strong social responsibility, they all contribute into charity, they all represent values that I as a founder consider important to push through our communication power. Augstinus Bader and Charles Rosier the co-founder were AVEC’s first big client and a good example of that, they have supported multiple of our fundraisers around the world since. Chopard and Caroline Scheufele are incredible supporters of Naked Heart’s work too.
And how do you juggle that with your family/friend time and time for yourself? Time management and ability to switch! My mother is an artist and my best friend, so she understands my world very well, in fact she is the reason I am in fashion. She is now getting ready for her exhibition in Paris next year, and I could not be more proud and happy. Thankfully she lives in Paris, so there is no distance issue. The rest of the family are spread between New York, Tel Aviv, Geneva, St Petersburg, but we try to find ways to see each other when we travel. And many of my friends are involved in the same world as I so it is never a problem.
You’re also at the Advisory Board at Parsons Paris - what do you exactly do there? And do you feel that being involved with the school is a way to share knowledge with the students? Fashion is one of the few industries that gets a lot of public attention but also with a lot of pressure and challenge. We all get in it for our reasons, but I think there is also a certain responsibility we have, because our values get a lot of exposure and social impact. So once again – the spirit of collaboration – my role at Parsons is to bring established designers and experts to meet and communicate with the young creatives, share their best advice and practice, show the reality not just the facade. Parsons is one of the world’s leading schools, so when they offered me the position I was thrilled. I have since done interviews with Giambattista Valli – a fantastic designer and a dear friend, it was record breaking for an online session, we had nearly 3000 viewers on live. More recently I have met Victoire de Castellane, the Dior jewellery Creative director, my personal icon since childhood, and we ran out of places within 3 days after announcing her talks! It was an incredible experience meeting a legend like her talking about her inspiration and the story behind her creations and love.
What do you feel it’s important to pass on to the newer generations entering the fashion industry? And what do you feel it’s in their hands to change for the better? I want to use my publicity and my style to forward my message most of all, and that is why I take time for public appearances and work. Purpose and authenticity are the most important values for me, and especially in such an emotionally challenging industry. My mother taught me a “responsibility towards the viewer”, meaning that whatever it is you publicly do must have a positive impact on the viewer. And in my case, I want girls to know that there is no limit to what you can achieve, in whichever path you take, as long as you have the purpose and remain authentic.
Your agency has had a lot of support from designers and you, yourself, being also a model, have known and know many of the great designers of our times. Can you tell us some of your favorite brands to wear to the office? It is true! We are very lucky. And I love that this relationship has been built through years of work experience, so it is based on substance. Olivier Rousteing who is a phenomenal designer and a precious friend one can have, has supported me and our launch very early that has empowered us a lot. For office looks I would say Prada and Miu Miu because it can be serious but cool, I love Alaia because it easily transforms into an evening look. A pair of Jimmy Choos is my must to be ready for a dinner. And I love to add some Alan Crocetti jewels to spice it up. Dior just makes you look impeccable and elegant in any situation, and Louis Vuitton has recently become one of my favorite brands as a message of tradition meeting coolness. I am wearing it the whole summer!
Do you consider yourself a workaholic? Lifeholic, I guess – but it does not sound well haha. One thing for sure, I cannot spend a day without moving forward, doing something that pushes things ahead.
When you need that energy boost for that day that demands overtime, what’s your “poison” of choice: coffee, tea, energy drink? Everything that you mentioned! It is really a guilty pleasure, and I go through different phases so at times our office fridge is full of energy drinks, then sparkling water, or we get some very elaborate coffee machine for all sorts of caffein stuff... I am currently in my energy tea era, but I actively researching new “poisons”!
What do you do to relax after a long day of work? Gym and seeing friends! People around me are the biggest wealth and I am really grateful every single day.
And how do you keep your mental health and all your life in balance? That is a very important question! It is not always easy, and a constant rush sometimes can stress you out and your body just gives up under pressure. Fashion is a creative industry, based on emotion, and it is not always easy to deal with. So if I have a meltdown I usually call some of my closest friends in Paris and just say – here is how bad I feel and what I think, listen and tell me if this is reality or I’m just being harsh on myself. Usually that helps, but you have to choose well who you call! :)
You were born in Saint Petersburg, but have been living in Paris for more than a decade, you even have a double nationality. What’s the most french thing you do? And what’s the most french thing you say? Paris is my longest term relationship, I am still so in love with this city and the people and what it represents for the world’s heritage and culture. It is about respecting tradition but never stopping to innovate, and this is my personality too. The most French thing I do is probably shopping vintage furniture from French designers on the weekends, on websites like Selency and others. And the most French thing I say must be “Ah bon”, which means nothing, but can express a variety of emotion from sarcasm to critics to genuine surprise.
What’s your work mantra? Be honest and try to always do the right thing. And have fun along the way!
*Originally translated from The Coming Back Issue, published September 2023. Full credits and stories in the print issue.
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