Oxana Popkova emerges as a leading authority in luxury fashion consultancy, leveraging her extensive experience and strategic insights to foster growth for clients in a competitive industry.
In the bustling fashion landscape of London, a significant figure has emerged, reshaping the contours of luxury fashion consultancy. Oxana Popkova, whose ascendancy in the fashion industry has been marked by her extensive experience and strategic acumen, is now being heralded as a leading authority in this sector. The Los Angeles Tribune recently caught up with Popkova during a particularly busy period, one that saw her attending the prestigious BAFTAs with a client while simultaneously engaging top European and Middle Eastern buyers at London Fashion Week.
Popkova’s career began in the 1990s as a successful fashion model, collaborating with numerous prominent designers and stylists across various scenic locations, from the Maldives to the deserts of Namibia. This diverse background provided her with a unique insight into the fashion industry, equipping her with the necessary expertise for her subsequent roles in fashion sales with luxury brands such as Burberry and Diane Von Furstenberg. Recognizing a gap in the market for luxury fashion wholesale, she established Oxana Popkova Fashion Consulting in 2018.
Since founding her consultancy, Popkova has built an impressive roster of clients, leveraging her extensive network to foster growth for emerging and established luxury brands. In her own words, “I help fashion brands grow their business internationally and in the US. I focus on fashion wholesale.” Her efforts, which include attending major fashion markets in Paris, Milan, and London, have led to successful placements of her clients’ products in leading department stores like Selfridges and Harrods.
An essential component of Popkova’s strategy is the personal and tailored service she provides her clients. Boasting strong relationships with celebrities, she has successfully promoted her brands on high-profile occasions, such as the Oscars and the BAFTAs, stating, “I use these red carpets as a way to get my brands some much-needed visibility and some stardust!”
Despite the challenges posed by an unstable economy, Popkova maintains optimism about the luxury fashion sector, highlighting its multi-billion dollar status globally. She attributes her success to her unwavering commitment to her clients, ensuring that their products not only reach stores on time but are also marketed in alignment with the essence of their brands. She remarked, “Being available 24/7 to ensure that my brands’ products make it into department stores on time is crucial.”
Looking to the future, Oxana Popkova Fashion Consulting continues to expand beyond its London base. Popkova mentioned her ongoing work with clients in major cities, including Los Angeles, New York, and Dubai, and her desire to foster new design talent. “I love championing new designers, nurturing the talents of the future…,” she explained, underscoring her intent to showcase their work in prominent fashion markets multiple times a year.
Popkova also noted the common struggles faced by young designers, particularly regarding business operations and market placement. She pointed out that many aspiring brands lack the necessary connections and strategies to access top retail accounts, which can inhibit their growth. By developing customized approaches for each brand, she aims to streamline operations and enhance customer service.
As her next endeavor, Popkova is set to debut the Fall/Winter 2025 Collection for her client Hervé Léger at the Park Hyatt Place Vendôme in Paris. Alongside her consultancy work, she is launching a new fashion podcast titled “Oxana on Fashion,” which presents an exciting new avenue for her to share insights on the industry.
With a dedicated following on social media platforms, particularly Instagram, and a reputation for combining style with business savvy, Oxana Popkova is poised to remain at the forefront of luxury fashion consulting for years to come.
Source: Noah Wire Services
