By Stephanie Avdeienko and Anna Maria Gkini
After 18 years in the fashion industry, Aleksandra Volkova has witnessed a lot of changes, such as the evolution of beauty standards and the rise of social media. Volkova used to run a successful PR and modelling agency in Ukraine, but then had to rebuild her career in London due to the Russian invasion of her country. Her journey demonstrates the challenges that are often required to succeed in this industry.
Volkova has worked in the fashion industry for almost two decades, with a strong focus on organising events and managing models. Over time, however, her focus shifted more towards content creation and influencer management, and she believes this industry is a future of marketing.
According to Volkova, influencers today are much more than just people who post images online. “Influencers combine the roles of journalists and models,” she said recently at London Metropolitan University, right before she took part in a Journalism Newsweek panel on body positivity.
“They create meaningful content, share information, tell stories about brands and events while presenting themselves visually on camera.”
Image by Maria Lucchetti
From Ukraine to London
Before moving to the UK, Volkova spent fourteen years running her own PR, event, and modelling agency in Ukraine. The company originally started in Mykolaiv, a city in the south of the country, and then expanded to four offices across Ukraine.
When the war in Ukraine began, Volkova relocated to London and at first worked for a local agency before she decided to rebuild her own business. The transition was not easy. Moving to a new country brought a lot of challenges, including language barriers and the need to establish professional connections from the beginning, but she believes that such experiences can also become strengths, pushing people to develop and adapt.
During her years in the fashion industry, Volkova witnessed how quickly beauty standards shift. Fashion and beauty trends often move in cycles, she says. “There are periods when extremely stylised features –large fake lips, fake lashes, or heavy cosmetic enhancements become popular,” she explains. “Then the industry returns to a more natural aesthetic. Right now, I think we are moving back toward a more natural era of beauty.”
Despite these changing trends, the pressure surrounding appearance remains strong, especially for women. Social media platforms often present unrealistic ideals, which can encourage comparison and self-doubt. Volkova believes that this pressure sometimes comes not only from society but also from individuals themselves. Instead of comparing themselves to others, she encourages people to shift this focus on personal growth.
Working with a variety of models
Volkova’s commitment to inclusivity is also reflected in her work. Even before inclusivity became a major trend in the UK fashion industry, her agency worked with models of different ages, heights, and backgrounds. One model she remembers particularly clearly was a 67-year-old woman whose energy and enthusiasm challenged traditional assumptions about age in modelling.
Today, Volkova’s agency works with models from a wide range of countries, including Poland, Slovenia, Japan, China, Vietnam, Belgium, and several African nations. While the Volkova Agency’s roots remain Ukrainian, its work is international.
Volkova, however, is clear about one political boundary. “We’re open for everybody except Russia,” she says. For her, this stance is both personal and political. “I’m Ukrainian, and this is our political position,” she explains.
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