adela novakova

This project explores how personal visual language is formed through the everyday act of collecting images. Using outfit photos, screenshots, selfies and random images from an iPhone camera roll, the work examines how taste, identity and branding slowly develop through repetition. The camera roll becomes both archive and self portrait, a record of attraction, obsession, humour and memory. Responding to digital culture and contemporary fashion media, the project questions the permanence of online identity and the pressure to constantly curate oneself. By translating these digital fragments into physical form, the work preserves a temporary visual world that might otherwise disappear with the device that holds it.

BTS footage from a London Fashion Week show, where I took on the role of lead stylist for designer Giuseppe Iaciofano.

Developed under the lead of Alexandra Gordienko.

This project looks at how beauty and self-image are shaped by society. Inspired by Agnès Varda, especially her film Cléo from 5 to 7, it explores how we shape and change our bodies to fit trends and expectations. Posture, gestures, and styling highlight vulnerability, confidence, and the ways we construct our identity.

The work shows deliberate fashion choices and props, also reflecting Varda’s playful and experimental style. It shows the body as both stage and subject, exploring how we refine ourselves under ever-changing beauty standards.

Working in fashion often means constantly shifting between different roles. This extends beyond creative positions like stylist, dresser, art director, makeup artist, casting director, lighting assistant and photographer. It also involves responsibilities like business management, social media, communications manager, marketing specialist, merchandiser, logistics coordinator, financial manager and many more. While this variety can keep the job dynamic and engaging, it can also be exhausting and overwhelming.

This editorial draws inspiration from the literal meaning of the idiom, while also carrying a deeper, hidden message.

Two women, sworn enemies, find themselves trapped in the confined space of an elevator where a chance encounter becomes charged with silent hostility.

The campaign explores themes of rivalry, envy, and restrained aggression through subtle visual storytelling, focusing on lingering looks, tense body language, calculated gestures and the contrast between their distinct personas and styles. Using fashion, the environment and atmosphere to portray the psychological conflict between the two characters.