Lights, Camera, Action: Elena Sever

L’Officiel Arabia: Judging by how often and actively you greet the hotel staff and guests, it is not your first visit?

Elena Sever: Yes, it's definitely not my first time in Dubai. But the most important thing that connects me to this particular place is that we used to spend a lot of time here as a family. When the kids were little, we used to live here for two or three months a year. Back then, every spring in Moscow, when everything was in bloom, my eldest son started having severe allergies. And we were forced to stay here. The first time we came here was 28 years ago. I remember it was a desert, and only not a big oasis with a hotel, in the place where we still live all the time. Only today it's a completely different world! It used to be called Chicago Beach, but now it's called “Jumeirah”.. There were only a few high-rise buildings in the center of the city, generally, in the desert. And of course, it's very impressive to watch how Dubai grow and develop before your eyes, and as my children grew up. So, let's just say there are a lot of good fond memories associated with it. So, for me, Dubai is a very special place in that sense.

 

LOA: As a guest from Russia, what was so special about it?

ES: As I said, my family and I traditionally spend a lot of time here - my men adore Dubai. We especially like it here in early spring and late autumn. A relatively short flight from Moscow - and even a few days spent on the shores of the bay provides a charge of energy and vigor, to successfully cope with their work in the most depressing period of Russian weather! Another nice reason for vacationing in Dubai at this time is the traditional jazz festival, which I love. Here I was able to see live concerts of such stars as Mariah Carey, Tom Jones, Whitney Houston and many others...

By the way, one of my first visits to Dubai was connected with Dubai Open tennis tournament! Our whole family plays tennis and we dedicate a lot of time to it. And of course we love going to tennis tournaments all over the world, including Dubai. And it's become a family tradition.

LOA: Are you close to Dubai culture and aesthetics?

ES: Very so much! For me Dubai is the fashion capital of the Middle East.

All the fashion trends from all over the world are almost the first to be found here. The sense of taste of local girls and women is amazing. I like very much the local fashion designers. The great variety of styles and trends - from minimalism to unique creations of real couturiers completely handmade! By the way, I've already ordered a few of these dresses and hopefully I'll be able to wear some of them to events in Dubai soon.

 

LOA: Where do you shop regularly in Dubai?

ES: I was pleasantly surprised by Dubai fashion district, you can find there a lot of interesting things, focusing on different budgets. It is of course Dubai mall, where there is no such a variety and choice anywhere in the Middle East. I think Dubai has long surpassed Beirut, the former fashion capital.

 

LOA: What is more important for you in modern fashion culture - format or identity? And have you ever had to make that choice?

ES: This is a difficult question. Yes, we know that there are certain formats, but on the other hand, if you look at it broadly, what is format? It's definitely a fashion for something today. The main thing for me is that it has to be stylish, beautiful, and even if it's not super trendy for today. I think you have to step out of the zone of your usual preferences, based on today's trends. But it is identity that gives you the best chance of staying in your field for a long time.

LOA: We watched the scale of today's shoot closely. This approach to high fashion in its purest form looked impressive. But we can only imagine how tiring it is?

ES: Yes, it is certainly not easy. But this is part of my job, and when I have such a great team behind me it is always a pleasure to work with them. Along with it comes a sense of responsibility - you cannot fail! Fashion brands with which we cooperate such as YSL, Chanel, Miu Miu, Kristina Fidelskaya is as much the story of my personal relationship with them. For them, I am first of all a favorite client and only after that a public person to whom they organize shoots and create style.

So I can say that such large-scale photo shoots are not always easy and simple. But even here in Dubai, I get pleasure and positive from the process.

 

LOA: What does Dubai mean to you?

ES: I think Dubai has, apart from the amazing resort facilities for people, also has huge potential in terms of developing the film industry and various shoots. And as a film producer, I can tell you a little secret - we are in the process of discussing some big film projects with the Ministry of Culture of Dubai and the UAE Sovereign Fund. I think it's just a terrific texture for big, large-scale filming.

LOA: It sounds like you already have a dream project?

ES: I'm a maximalist by nature. I want to make a beautiful and interesting film, to present it clearly. In Dubai along with the iconic places there are many very modern objects that are begging to be shot, for example, the Museum of the Future, which opened recently. You know, a good director can sometimes show in a new way even places that we've seen many times.

 

LOA: In other words, is there a film project you would like to do in Dubai?

ES: I hope that our projects will strengthen the cultural ties between our countries. Russia and Dubai can become partners in this field as well, which will strengthen intercultural ties between the two countries.

 

LOA: You are the general producer of the "Russian Sever" film company and what are you currently working on?

ES: We are currently working on a very ambitious project, which we have been developing for a long time due to its complexity. It is a project with the working title "North Pole". We have gathered a very tough team.

LOA: What is this project about?

ES: It is a heroic-patriotic drama about the exploits of the polar explorers and the plot can be seen from the main character who has a certain task, all this is happening in conditions of the Cold War, six months before the Caribbean crisis, at a time of confrontation between the United States and the Soviet Union. It's about incredible fortitude, about duty, about love of country.

 

LOA: It's impressive and looks very big! What does this project mean to you?

ES: This is a really ambitious project that we have been preparing for a long time and we have finally realized it. I approach moments like this with a degree of adventurism because of my confidence in the people who are working with me.