Irina Shok is a name synonymous with talent, energy, and a vibrant creative approach to life. Seamlessly blending the worlds of fashion, music, and design, she turns every idea into a genuine success story. Irina is more than just a model or designer—she’s a creator who crafts fashion inspired by her personal style and unique vision. Her brand reflects her personality, with every detail infused with love, passion, and impeccable quality.
In this interview, Irina opens up about her journey, the inspiration behind her work, and the challenges she has faced. She shares secrets to self-confidence, offers advice to women striving for self-realization, and reflects on what it means to stay true to yourself in a world full of competition and pressure. Her candid words are a source of inspiration for everyone.
Playboy: Irina, what inspired you to create your own brand?
Irina Shok: This desire was born in my childhood. I was always altering, sewing, and redesigning things. I had a favorite pair of jeans I transformed: lowering the waistline, adding beads, rhinestones, drawings, creating distressing and holes—I was essentially designing my own fashion. Once, I even repurposed my mom’s expensive lingerie into outfits for myself and my Barbie doll. It all started back then, and I thought, “I want to create my own clothing; I want to be a designer.” Of course, I didn’t know the word “brand” at the time, but the dream of having my own collections has been with me ever since.
Playboy: When did you first attempt to bring your dream of a brand to life?
Irina Shok: About ten years ago, I started experimenting with creating a brand in real life. I found someone who could sew and began working with her. I sketched designs, purchased fabrics, explained what I wanted, and she made swimsuits, lingerie, and unique outfits for me. It was the beginning, but we often faced conflicts and misunderstandings, and eventually, I realized it wasn’t bringing me joy. Finding another partner would have taken too much time, and I had plenty of other responsibilities. I decided it just wasn’t the right time yet.
Playboy: How did you come up with the idea to brand yourself first and then transition into fashion?
Irina Shok: At that point, I made a clear decision to wait a little longer to create my brand with a stronger foundation. I developed a concept: to first establish myself as a brand. I thought, if I could earn the trust of my audience—women who admire the way I dress, eat, and live—they would want to wear what I create. My taste and style were things they already loved, and I could build my clothing brand on that foundation.
Playboy: When did you fully commit to developing your brand?
Irina Shok: The second, more significant phase—one that continues to this day—began during the pandemic. At that time, I was heavily involved in music, with numerous performances, fashion shows, and modeling shoots. I was waiting for the right moment to launch. During that period, I released a track called “LLL,” meaning Love Luxury Life, and decided to use that name for my brand. As my audience grew, people started recognizing me, and I felt the timing was right.
Playboy: The pandemic was a turning point for many. How did it impact your career?
Irina Shok: It changed everything. Performances stopped, as did my steady income. Sitting at home with dwindling savings, I thought, why not start my brand now? It was a risky move—no income, only savings—but I realized, if not now, when?
Playboy: How did you begin work on your first design?
Irina Shok: I started by ordering fabric with Swarovski crystals from abroad. I searched for a factory that could deliver quality and originality. Once the fabric arrived, I created my first outfit. That piece became a hit—followers and friends began asking where they could buy it. That was the moment I knew I was on the right track.
Playboy: What came next?
Irina Shok: Riding the wave of success, I ordered more fabric, made several costumes, and sold them for a great profit. Then I moved on to swimsuits, which also sold out quickly. The excitement and inspiration drove me to create even more designs. I don’t follow fashion trends, but I occasionally draw inspiration from certain details, like color palettes or design elements. However, my main focus is always on what I personally love.
Playboy: What sets your brand apart?
Irina Shok: My brand is a reflection of myself. It features the finest fabrics, premium tailoring, and flawless stitching. I personally oversee quality control—no loose threads or uneven seams. Perfect fit is what matters most. When I create something, I imagine how it will look on me because my brand represents who I am.
Playboy: Do you actively participate in designing and promoting your collections?
Irina Shok: Absolutely! I spend my free time organizing shoots for my collections, often based on my own ideas. Interestingly, when I model my designs myself, they sell much better than when modeled by others. This is likely because I’ve established myself as a brand. This strategy has proven very successful.
Playboy: What advice would you give to women aiming for self-realization and success?
Irina Shok: Do what truly inspires you and makes you happy. Embrace your individuality and never try to be like someone else. Surround yourself with people who believe in you, and choose a partner who supports and inspires you. Be prepared for both highs and lows—just stand strong, persevere, and keep moving forward. Be yourself, stay unique, and success will follow.
Irina Shok’s interview leaves us feeling inspired and empowered. Her words remind us of the importance of following our path, embracing authenticity, and pursuing our dreams, even when it seems challenging. Irina demonstrates that creativity and success go hand in hand when fueled by passion and supported by others. Her story is not just about fashion and business but about the courage to be unique in a world full of compromises.
