Incredibly expensive “Vertu” phones appeared on the market in 1998. Such luxury models called to emphasize the status of their owner. The minimum cost of the phone began from several thousand dollars. Their case was made of expensive metals, tightened with leather, pressed under the skin of exotic animals. The lineup was presented in just a few colors. Alexander got the idea to tune the phones with real crocodile, ostrich or monitor lizard skin. Designer dreamt to expand “Vertu” color range and show how practical and durable is reptile skin. Such phones ideally personified Alexander’s business, as their assembly was carried out completely by hand, like every product made by “AR” masters. Three and a half thousand phones have been modernized in 13 years. The designer has acquired a colossal base of VIP clients who use his services to this day. Such popularity led Alexander to make clothes for the Presidents and their families. Just one publicized name could glorify the designer and the “AR” brand all over the world. But confidentiality is the main difference between Alexander Radchenko and his competitors.
The employees are an important link in his work. These are highly skilled craftsmen who have been working with him for more than 17 years. Each product that is born in the head of Alexander, is transferred to a sheet of paper, after which a trial model is created. Firstly, the designer tests a newly made product by himself, wears it in everyday life, thereby checking wear resistance, quality and comfort.
The designer uses only personal communication, selection and creation of a model for the guest. Alexander feels the wishes and needs of customers very subtly, that’s why this personal contact is important for him. After all, the ideal things for customers are born.
Every day we hear new names in the fashion world. The competition among designers is incredibly strong. There is the question how to become the one to whom clients will sign up in line for a fitting and dream of getting, let’s say, a couple of shoes of a famous brand?
Alexander Radchenko is a quite famous designer in Ukraine. His clothing brand “AR” has transformed from a small two-room apartment into a posh “Fashion House” in the center of the capital. This transformation has been going on for 20 years. The main specialization of the designer is individual tailoring of products from exotic animal skin. Over a considerable period of his creative activity, Alexander realized that nothing is impossible and therefore did not dwell on one design of clothes. Do you want an exclusive car interior in alligator skin? Or maybe a hanging bed with a mink fur blanket? Perhaps you are just looking for a chic pram for your baby with elements of python or ostrich skin? This is just a small part that the AR team can produce according to the personal desire of the client.
So why is the article about this man and what is his uniqueness?
Confidentiality is the key to success and popularity of the Ukrainian designer. Occupying a luxury segment in the fashion world, you understand that the bulk of customers are status and star personalities. These clients are always at gunpoint and they are with an incredible amount of security. They are the same people and they want at least a little peace and quiet. Alexander Radchenko decided not to publicize the names of customers He decided not to publicize himself and his brand due to the statuses and titles of guests. Instead, he created coziness, silence and secrecy in his office. Alexander managed to organize everything for each person to feel safe and without undue attention.
Guests are offered not only tailoring services and accessories at “AR Fashion House”. There is an opportunity to visit a hairdresser, massage therapist, have lunch, drink aromatic coffee or order a unique holiday organization, with exquisite dishes from the chef for the most demanding guests.
Alexander opened the curtain into his workshop for us. His work began at the age of five, when a little boy created outfits for his favorite toys. He has no specialized education, but creativity is in his blood. The designer was independently trained in the sewing process, he created clothes by trial and error method. When the 90s came, and it was necessary to earn money for food, the idea to open a private studio appeared. The studio had no name and there were only three employees, but the studio had exclusive raw materials for those years — fur. The fame of Alexander’s fur coats spread quite quickly throughout the capital. The designer decided that it was necessary to expand: tailoring suits, outerwear, accessories