“Try changing something in yourself and do not be afraid of wearing bright colours.” This is the basic rule of shopping from the famous stylist and image-maker Rost Dikoy. At weekend, he consulted the visitors of Prospekt shopping mall at a special Viva Fashion Point. Rost Dkoy gave an exclusive interview for Viva, telling how to improve the style in a right way, transform oneself and enjoy it.

In your opinion, what are the components of style-improvement process? Is it just the exterior look that changes or the person’s worldview changes as well?

Certainly, if the style changes, the worldview changes as well. We, the stylists, will take care of improving the image and telling about the new opportunities of a person having a new look. We do it very carefully in order not to disturb the person’s lifestyle and his or her comfort zone. In my practice, there were a lot of cases when some of our clients underwent the transformation in a couple of months, and it took years for others. There are other examples – in reality shows at TV projects those people whom the stylist work with following the ‘before and after’ scheme, unfortunately, return to the world which is familiar to them and their ordinary wardrobe afterwards. This is because the environment and the lifestyle of these people were disturbed in a way that was too fast and incorrect. Our team does it very delicately and gracefully.

You work with many people. What are those main situations in life when a person is inspired to change and, as a result, to refine the wardrobe?

Our agency, SJ - Sweet Jumble (sweetjumble.com), is the first and the biggest one. We are the team of stylists working in many Ukrainian cities. Over five thousand clients passed through our hands, so to speak, for five years. Motivations or real-life situations inspiring people to change could be narrowed down to several causes. These are young mommies who decided to return to the office after their maternity leave. Carrier growth or marriage could be another serious reason. In any case, these are positive changes requiring the appropriate look and style. Moreover, everybody has the same problem – nothing to wear. However, when our stylists start analysing their wardrobe, it turns out that it is overloaded with things some of which should be immediately abandoned.

Do you agree with the statement that a stylish look and success are interdependent items?

I would add another emphasis to this statement: stylish look should be understood as well-groomed nails, face and hands skin. Certainly, all good things should be in moderation, that’s why try not to overdo it taking excessive care for you looks. I often like citing the lines from Evgeniy Onegin, the novel by Alexander Sergeevich Pushkin “A man who's active and incisive can yet keep nail-care much in mind.” In these lines, the poet described not only count Onegin, but also partially himself. He was known to take a thorough care of his nails for some time, and, when going to bed, he even covered his little finger, where he had a particularly long and beautiful nail, with a special little case in order not to break this source of his special pride.

What books do you recommend for reading and films for watching on the topic of fashion and style?

There is an immense quantity of books, films and series about style, fashion and shopping. Just google it! However, the issue is if you need some information from a professional expert or just some pieces of advice. In our Shopper’s School, we teach how to shop in a right way. Shopper-stylists to-be watch Sex and the City, for example, and discuss the images of main characters, then, they read the book Sex and the City making a detailed analysis of clothes and where it was bought.

What things does the stylist have to determine, in the first place, in order to create or improve the person’s image?

We carry out thorough testing, interviewing and surveying of the client before making a new image for him or her. We must take the gender, appearance, lifestyle, age, occupation area, income and taste into account. It is only a small part of preparation for the incredible process of perfection. I’m convinced that this stage in everybody’s life is not only enjoyable, but also leads to new opportunities. There is always a chance of finding a better job, buying better shoes or updating the wardrobe. Life is an opportunity. The sky is the limit!

Why do you think that the best shopping is the one at the shopping mall?

At shopping malls, the prices are lower than at the markets. Moreover, there are more sales, special offers, better service, consultations, pleasant light there, it is warm and there are cosy dressing rooms. In addition, if you are tired of shopping, there are places to rest and have some fun! However, if you still dislike the sopping at the shopping malls, entrust this matter to the stylist ordered from our agency. A shopper-stylist is a reliable assistant in the world of shopping who knows all current offers at the shopping malls. All the more so, the shopper-stylists always have the discount cards with the biggest discount percent. That’s why, by using their services, one also is able to save some money.

What would you like to wish to the visitors of Prospekt shopping mall?

I would like to wish that they would buy only those things for the family which are going to bring joy! And always to go shopping in a good mood and having a full stomach. However, if you would like to have something tasty, you can have some rest at the food court area. When our stylists consulted the visitors at Viva Fashion Point in Prospekt shopping mall, it was exciting to watch. Although people kept telling they did not really wear such things, at the same time, they agreed to make experiments, put things against their face, tried on the outfits which were totally unexpected for them. As the result, they just flourished. And they enjoyed it. It’s spring! The time of new things! That’s why I’m telling to everybody, the readers of Viva magazine, the visitors of Prospekt shopping mall, try changing something in yourself and do not be afraid of wearing bright colours!