Pavel Te and Olga Karput. Stop the moment: interview with Olga Karput

Photo: Igor Klepnev

Olga Karput, owner of the main concept store in Russia “Kuznetsky Most 20”, is constantly in the lens of international fashion publications. As a new columnist for OK! she is ready to share fashion insider and inspiration with readers. In the meantime, he tells us about his brainchild and why in Russia, if we talk about style, there is much more potential than in Paris.

Success concept

I traveled a lot, saw a lot, it seemed to me that there was no real concept store in Moscow, but there was a need for it. During the launch of the project, the 2008 crisis occurred. We were in the process of renovation at the time. We sometimes joke in the team that the project is our child. It took exactly nine months for the idea to become a reality - from the moment of the first purchase to the opening. A funny story happened when we crossed paths with the House of Margiela in choosing a location. Almost at the same time as us, they were considering the same point - Kuznetsky Most, 20 - as the flagship of Maison Martin Margiela and had even already paid a deposit for the rent. But my husband (businessman Pavel Tyo. - Approx. OK!) decided to leave behind us the historical mansion, which was so difficult for his company. So we cut Margiela at the entrance. (Laughs.) The place is historical and commercial. There used to be a Valentino boutique here - with gilding, monograms and an armored currency exchange office inside, one of the first luxury stores in Moscow, a “prayed” place.

Revolutionary ideas

We were making a revolution. The project is still fresh for Moscow. The store space itself is mobile; it includes a clothing boutique, a cafe, and a table tennis area. And if desired, all this can easily be transformed into an area for a gallery installation or party, fortunately all the furniture is on hanging hooks or on wheels. We have repeatedly heard criticism of the non-standard design and space on Kuznetsky, and the online store, where “everything flashes and it’s difficult to choose.” But we take this calmly. The team that opened the store did not have direct experience in retail, so a lot happened intuitively, without relying on the experience that their colleagues had in the Russian market. We were not faced with the task - and even now we are not faced with it - to create assortment matrices and purchase so many black trousers. In our case, if the trousers are not interesting, then they will not sell. My team and I monitor strong positions in the collection of this or that designer, purchase locally and can afford to change purchases quite flexibly from season to season. And most often what happens is this: things sell themselves. Taking a creative approach to choosing models, we have achieved good results over the past six years. I speak without false modesty. The world press never misses us in their ratings and selections of the best concept stores in the world. If we look globally, the first concept stores, including the cult Colette and Dover, are gradually losing their former strength: they are often commercialized and become less “edgy”. And some new sites were inspired by our project. For example, the Parisian Broken Arm: its owner is dating a Russian girl, and four years ago he bought Gosha Rubchinsky’s things from us...

Natural selection

"KM20" accumulates the most talented. Among the designers we work with are Raf Simons, Vetements, Gosha Rubchinsky, J.W. Anderson, Lemaire, Marques' Almeida and many others. These are the people who influence the development of fashion.

It is extremely important to us that the things we select and sell are original sources. Not a copy or circulation... Without talent, I believe, there is no commerce. If you copied something with the aim of “seizing” the season and making money by getting into the flow with some thing or form, then after a season or two the deception will be revealed. What can you offer then? The theme of “new luxury” also arises here. Talented young designers put a piece of their soul into every item, while the mass production of large famous houses does not give this chance. By choosing the young and talented, you have the opportunity to wear absolute luxury every day, you don’t need a reason. And these things have a completely different energy.

The most stylish in Russia

For me and for my team, the Buro 24/7 rating (Olga Karput was named the most stylish girl in Russia. - Note OK!) was a big surprise. After that, I read a lot of unflattering reviews about myself on the Internet. Interesting. I like the definition given to my style by the extremely cultural publication Amuse in its material about retail in Russia - East meets West (“East meets West”). There is lightness, vitality, and lyricism in this. Before this, in response to a question about my style, I joked: sports plus fashion. (Laughs.) In general, it’s nice to see how lively and with great interest the world press now supports everything that happens in the fashion industry in Russia. And we, in turn, are doing everything possible to confidently integrate Moscow into the ranks of the world's fashion capitals. And in this I see an important, even ennobling, function of KM20 for Moscow.

Moscow is not Paris

I wouldn't say that Paris is a fashionable city. If you look at it outside of the next Fashion Week, the locals, in principle, are not interested in the modern fashion context. Everything blooms there only during the period of a massive gathering of fashion crowds: journalists, buyers... It seems like an incredibly fashionable city! Even on the street you can spot trends for the next season. And hysteria begins in concept stores: people seem to die if they don’t buy Raf Simons or J.W. right now. Anderson. But as soon as the Week is over, the fashionable “aftertaste” will go away. Moscow has much greater potential in this sense. Nowadays the number of young people who easily agree to fashion experiments is rapidly increasing. We can confidently say that we are raising a new generation of fashionistas. They are sometimes very young, but they know more about fashion than other fashion journalists. The pool of our clients is those who trust us, our selection. Even if they have doubts, they still decide to buy, and in the process they realize the beauty of the thing. And for some reason these are long sleeves, but then you see the same ones on Rihanna. It seems to me that this is our merit, our educational function. We believe that all our clients are united by the presence of a certain inner freedom.

New religion

I don't like the word "religion". Detox and yoga are my routine. Vegetarianism and healthy eating are something I can no longer live without. This is my choice for taste and ethical reasons. As for detox, this is the only way to save yourself in the metropolis. Taking care of yourself is what I would call real luxury. It’s very cool when you can devote a day just to cleansing yourself. It seems to me that we will gradually come to understand this, it’s just that this food model is still innovative for the Russian mentality. There is still too much mayonnaise in Russia. By eating a balanced and functional diet, you become a pleasant person to talk to. Eco-disasters in the world occur only because humanity must provide itself with animal food. When you realize this, you don’t want to participate in it. When people discovered fire, they speeded up cooking significantly. And now smoothies and cereals are a completely new round of evolution.

“I love sweets in the morning”

I have three children. The son was born in September 2015. And in October I was already at fashion weeks. I go to all the purchases myself, it’s important to me where fashion is going, it’s important not to miss anything, “observation” is important. I remember that on the fourth day after giving birth, I went to the GQ magazine awards, which shook up the entire Moscow public, and comments from the series “mother cuckoo” and “abandoned the child” started pouring in. What's wrong with not having dinner with your husband, or what? This is a completely modern story. My family always comes first. There is always time for it. My girls (Sonya - 8 years old, Sasha - 4 years old. - Approx. OK!) are keenly interested in what their mother is doing. I envy them a little: in my store they look at the best examples of modern fashion.

Sonya was once with me at a purchasing session and gave me a cool choice, even the brand managers were surprised. We spent seven hours running around to meetings, and she didn’t seem to be tired at all. And at the end of the day she said that she liked Hood by Air and Natasha Alaverdyan’s squirrel the most. Great memory! The example of parents always works. Only with them can you motivate your children to have successful and happy activities and lives. It is only important for the parents themselves to realize themselves.

Photo: Igor Klepnev. Style: Svetlana Tanakina.

Text: Irina Svistushkina. Makeup and hairstyles: Yulia Tochilova

Olga Karput is the second wife of a Russian businessman, chairman of the board of directors and co-owner of a development company. She is the founder of the multi-brand designer clothing boutique "KM 20".

There is no publicly available information about Karput education. According to Business of Fashion, she is one of the 500 most influential people in the fashion world. Karput is a friend and muse of the most avant-garde designers. Demna Gvasalia produces personalized Vetements sweatshirts for Olga.

Olga Karput is the founder of the concept store “KM-20” on Kuznetsky Most 20, with a cafe and a table tennis area. In the fall of 2017, the boutique moved to Stoleshnikov Lane, 2.

Karput practices yoga intensively and is obsessed with healthy eating. Olga Karput and Pavel Tyo have three children: daughters Sophia and Alexandra and son Pavel. The family owns a villa in Ibiza and a single-deck yacht, Pumkin.

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The owner and founder of the concept store and the first functional cuisine cafe in Moscow, Kuznetsky Most 20, Olga Karput perfectly combines her love for an active and healthy lifestyle with giving birth and raising children. Just 3 weeks ago Olga became a mother for the third time. According to an already established family tradition, little Pavel Pavlovich Te was born exactly 4 years after his sister Sasha, who, in turn, is 4 years younger than the eldest Sonya.

Olya, congratulations on the birth of your son and the very first question: tell me, did you feel a difference in your own feelings, because you have older girls? Is it different this time?

With the birth of a child, everything is new every time. Since the birth of my eldest daughter, I have matured a lot and changed internally. Now, it seems to me, I experience everything much more deeply. This pregnancy was the most conscious for me; I didn’t want to rush anywhere or be distracted by anything. When I gave birth to Sonya, my first daughter, I had the feeling that that was it, I had shot myself, and now I urgently needed to run somewhere, do something, and under no circumstances slow down. Now I am in a state of calm harmony, I enjoy feeding the baby and the daily activities associated with his appearance. I'm happy.

How does your husband feel?

He is very proud! And he also has a much more thoughtful attitude towards the appearance of little Pasha. For example, before the birth of children did not affect our travel plans in any way; we immediately began to plan something. Now we are not in a hurry and enjoy spending time at the dacha in parental matters. In addition, my husband is very pleased that he has a future friend and partner - a man in our big girls' club.

How did you choose your son's name? After all, your husband’s name is Pavel.

We wanted a boy so badly that we simply had no doubts. We started calling him Pasha as soon as we found out that I was pregnant, even before the sex was determined. My husband also jokingly threatened to kick me out of the house if it was a girl again (laughs).

Olga is wearing: dress, Lemaire; on Sonya: dress, Fendi from Daniel Boutique.

How do you think your life will change with the arrival of your third child? After all, three children of different ages means much more complex logistics of movement, education, and development...

I don’t think anything will change dramatically, except that there will be a new nanny for the baby. We will raise our son a little differently than girls. For example, I believe that it is much more beneficial for a boy to be in male company, so I would prefer to hire him a tutor rather than a teacher. I would like this to be an adult friend and comrade for him. And so, logistically, everything will remain as it was. We also plan to travel a lot. Soon I will have to go to Fashion Week for work, and I think I will take Pasha with me so as not to interrupt breastfeeding.

Tell us about your attitude towards breastfeeding, now this is a very hot topic, because many mothers refuse to breastfeed in order to maintain their figure and freedom...

Well, many women refuse to give birth because of this (laughs). As for maintaining your figure, this is, first of all, genetics, and secondly, your mood, routine and behavior during pregnancy. Many people believe that when they are pregnant, they need to rest more, be less active, and eat for two. I think this approach is no longer relevant and became outdated at the moment when personal and public transport appeared, a lot of devices to simplify life, and the need to work hard in the field in order to have food later disappeared.

I watch my diet closely, have long started the day with a shot of wheatgrass and a large green juice and indulge in raw vegan desserts. Quite intense yoga classes are also present in my everyday life. And I didn’t stop during pregnancy, but on the contrary, I paid even more attention to functional nutrition and exercise. I even went on a full-fledged yoga retreat in Bali in May. I can confirm from my own experience that this contributes to an easier birth and faster recovery after it.

For example, I am sure that breastfeeding allows the body to return to shape much faster and easier, including at the hormonal level. After all, breastfeeding is a natural process intended by nature.

Olga is wearing: jumper and dress, Prada. On Sonya: dress, Fendi from Daniel Boutique and headband, Piers Atkinson.

Did you give birth yourself?

Yes, I gave birth to three babies myself, all of them here in Moscow.

Why didn’t you, like many others, go abroad to give birth?

I have older daughters, Sonya went to 2nd grade, Sasha has a lot of activities. I didn’t want to be separated from them for a long time, and besides, I don’t think that childbirth is something that can only be done well abroad. In Russia there are excellent doctors, clinics, obstetricians and conditions to give birth to a baby and not change the daily course of affairs in the family. Especially in a family where there are older children, because their routine is also not so easy to build. Pasha was born on September 1st. I was lucky, I took Sonya to school in the morning and then calmly went to give birth.

What school does Sonya go to?

She studies at school No. 57 with a mathematical bias, where they are quite busy with class and extracurricular activities. But we like everything so far.

Have you ever thought about sending your children to study in another country someday?

There are no girls, it seems to me that they need to be in the family and close to their mother, who can help with advice, listen, and guide. Living in a boarding school will not be useful for them. In any case, I can’t imagine it. Well, I don’t know what will happen with Pasha, it’s too early to talk about it.

Olga is wearing: jumper and dress, Prada. On Sonya: dress, Fendi from Daniel Boutique and headband, Piers Atkinson. On Sasha: dress, Fendi and hat, Quis Quis, all from Daniel Boutique.

How are the relationships between sisters built?

Now Sasha has grown up, and the girls have some common interests. I really want them to be friends, I even enjoy the moments when they unite with each other “against me”, or they have some secrets of their own. I think it's very important that they develop a truly close relationship. I try never to single out anyone, not to support anyone’s side, and I immediately stop any sneaking.

The girls now have a lot of extracurricular activities, and Sonya also has homework, so I’m glad when they just fool around with each other, do nothing or go for walks. Modern children are deprived of an ordinary childhood, they spend little time on the street and are rarely left to themselves, their desires and thoughts. As a result, they simply do not know how to independently occupy and entertain themselves. I am sure that “doing nothing” is a very important moment in a child’s daily life.

Have you and your husband already dreamed about what Pasha would do? What sport?

I think it all depends on the character. The horoscope promises that Pashka will become a very strong personality, a financial genius (laughs). But seriously, I believe that everything should manifest itself spontaneously.

Olga is wearing: dress, Lemair. On Sona: jumper, Prada.

So, are you a mom who is more likely to rely on intuition?

Exactly, I really trust my intuition. And I am categorically against parental competitions - when did your child sit on the potty, at what months did he give up the pacifier, at what age did he start reading and writing... I try to be reasonable about the abilities and talents of my children and calmly perceive their weaknesses.

Now it is very difficult to say what exactly Pashka will want to do, but he is definitely long-legged, big and strong. He is not yet a month old, but he is already turning his head with all his might and trying to hold it. My yoga teacher says that, apparently, he also managed to pump up during my classes while I was pregnant.

As a child, did you dream of having a large family? Do you have any brothers or sisters?

No, I am an only child, moreover, I grew up in a single-parent family, I only have a mother. Of course, like any girl, I dreamed that I would have a good family and husband, but three children turned out spontaneously (smiles). This is a story I didn't plan.

Olga is wearing: dress and skirt, Prada. On Sonya: shirt, jumper, top, dressed like a dress, all Prada; hat, Quis Quis from Daniel Boutique.

Do having children and pregnancy affect your work? Maybe you have already started changing or adding something to your business?

Of course, everything that happens to me and my family is reflected in reality in one way or another; these are all parts of the same process. We have a cute children's clothing corner at KM20, and I always ask designers to think about children's lines. Selfishly, I care, first of all, about my kids, but in the end everyone will like it.

We also love to hold children's parties, including “Mother and Daughter”! For us, this is a kind of tradition that brings a lot of joy to everyone. The cafe has now been relaunched in a healthy format and the veranda has been opened so that Pasha and I in the stroller can come on weekends (laughs).

How do you take care of yourself during pregnancy and after childbirth?

I really like seaweed wraps based on Thalion cosmetics. This procedure is allowed for all pregnant women, and it not only tones and moisturizes the skin, but also prevents stretch marks. If you do wraps regularly, both turgor and skin condition will improve dramatically. But the coolest thing is that, as experts say, magnesium contained in algae has a positive effect on the formation of the baby and his future mental abilities. With this idea in mind, I treated myself to body wraps quite often. And I plan to continue. But in general, the most important thing is to move, not to be lazy, not to sit too long, and not to overeat. Live life.

Well, are we expecting our fourth baby in another four years?

I don’t think about it yet, but it feels like we are fully equipped.

Olga is wearing: dress and skirt, Prada. On Sonya: shirt, jumper, top, dressed like a dress, all Prada; hat, Quis Quis.

In the first photo: Olga is wearing a jumper, jacket and skirt, all Prada. Sasha is wearing: dress, Fendi; sneakers, Baldinini. On Sonya: dress, Fendi and ballet shoes, Dior.

In Ibiza they believe that the most important thing in a house is not the architecture or even the interior, but the name. This house is called Gaviota, which means “seagull” in Spanish. Like a seagull, he spread his wings right on the edge of a cliff on the southern tip of the island, near the capital of Ibiza, literally ten steps from the sea. True, this seagull looks like an element of a children's construction set. This is in the traditions of Ibiza: houses here are accustomed to being built in the shape of a cube, with windows facing the sun. “Here you can’t even drive a nail without permission,” Olga laughs. “According to Spanish laws, it is forbidden to build on structures on the coastline, so we cannot change the shape of the house, even the palm trees in the garden are under special supervision so that we do not cut them down.” Olga and her husband, co-owner of Capital Group Pavel Te, will not agree to such barbarity themselves. On the contrary, it was the violence of nature that attracted them to this cliff three years ago.

“The house was built in the eighties, its first and only owner decided to sell due to a serious illness. It was a very colorful building that captured the imagination: a bright orange, sometimes terracotta or almost red Lego brick - either the castle of the king of the Arab pirates Barbarossa, or the mythical palace of Scheherazade.”

First, Olga and Pavel repainted the house white. Then they began to fight for living space. “There were too many levels, confusing layout, zoning and extra steps, but we wanted a clean and laconic interior. I respect designers in fashion; I am ready to play by their rules when putting together a wardrobe. But at home, what is important is not excessive decoration, but simplicity of form and content.”

And yet, help was needed. Then the owner of a concept store with an interior designed by the famous Moscow architect Alexander Brodsky and an assortment from Maison Martin Margiela Artisanal to limited edition lines of Puma, adidas and New Balance hired Italian decorator Sergio Gerbelli to work on the house. And at the same time a team of Italian builders. “If we had invited local residents, the renovation would probably still be going on; they don’t like to work, although they are simply wonderful neighbors - they are responsive and friendly.”

But the Italians pleasantly surprised us with their diligence. Sergio knows how to find, order and deliver any furniture. This is how a bed, table and poufs, created in Italian factories to order, appeared in the house. “We did the renovation for a little over six months, we wanted to finish it quickly so that we could move into a new house in the first summer, so there were no special whims. True, I competed for a 19th-century mirror at a Sotheby’s auction - I just saw it in the catalog and immediately fell in love. Now it decorates the living room, and we placed the carved, removable top of the frame in the dining room.”

The Arabian theme sets the tone in the spacious living room. In the niches are the owner’s favorite find: seven vases from an antique store in Morocco. That's where the lamps in the dining room come from. They are modern, antique styled. Olga is generally wary of antiques. “Age suits only carpets; in other cases, I carefully weigh the need to buy an item with history - I think that every item retains the energy of its former owners, and it is not always so positive.”

The carved door in the bedroom, lavishly decorated with oriental decor, was also not sought from antique dealers - Olga ordered it from a small Moroccan workshop, as well as the floor lamp in the dining room.

The hostess’s favorite thing is a panel in the dining area, on which is written in Arabic script: “Bon appetit.” “There are already a lot of jokes associated with him. Guests mistake it for the work of one of the serious contemporary artists, for which we paid a fortune, and are surprised to learn the true meaning and origin of the inscription.”

They love guests in this house, and the eldest daughter, five-year-old Sonya, often acts as the hostess of receptions; the youngest, one-year-old Alexandra, is still too small for receptions. “Sonya has a birthday in the summer - this is the main event of our vacation. This time, the large pool was occupied by clowns, who organized a party for the children on the water.” Sonya has a lot to do in Ibiza, her main and favorite thing being equestrian sports. “My daughter doesn’t miss Moscow, but she really misses her horse, so I had to look for a stable here.”

Olga herself prefers a terrace, a huge sofa and her favorite carved table from the Italian brand B&B Italia. Here she takes a break from Moscow: “I don’t turn off the phone, I just stop reacting to it after a couple of days, plunging into absolute bliss.”

But in order to please her husband’s tastes, they had to build a new room. “Pavel is a sporty person, we are now completing the construction of a gym, and he is already dreaming of how he will spend his days and evenings there.”