10 Questions with Annet Katan

Al-Tiba9 Art Magazine ISSUE13 | COVER Artist

Annet Katan, originally from Ukraine, moved to the San Francisco Bay Area in 2012. Her academic background includes an MA in Fashion Art Direction from the esteemed Academy of Art University and an MS in Computer Science. With her unique combination of artistic and technical expertise, Annet brings a multidisciplinary approach to her work. Her diverse skillset enables her to innovate and push the boundaries of traditional technique practices, creating a distinct style that sets her apart.
Annet's passion for fashion has been a constant in her life, driving her unwavering dedication to pursuing her dreams. Through years of hard work and perseverance, Annet's talent and creativity have earned her recognition. Her work has been featured in prominent publications such as Photo Vogue Italy and showcased at the Soho photo gallery in New York. Annet's accomplishments are a testament to her remarkable skill and unrelenting passion for her craft.

Since relocating to the Bay Area, Annet has actively sought opportunities to contribute her creative talents to the community. She began her journey by volunteering as a graphic designer and photographer at the Marin County Civic Center, where she gained valuable experience and exposure. Building on this foundation, Annet secured an internship in the industry and continued to hone her skills as a freelance photographer and graphic designer. Her diverse assignments have allowed her to expand her portfolio and develop a distinctive style showcasing her unique vision and talent. As a result, Annet has established herself as a respected and sought-after professional through hard work and dedication.

annetkatan.com | @annet.katan

ARTIST STATEMENT

Annet's approach to her work is marked by a unique blend of art direction, photography, and styling. Drawing inspiration from historical multicultural events and her love of travel, she employs a keen eye for color, shape, and texture to create stunning visual narratives. With a self-motivated and creative mindset, Annet aims to uplift and inspire others through her art. She sees herself as a transformation facilitator, helping people discover and unleash their inner shine. Annet is deeply grateful for the support she has received along her journey and remains committed to giving back to her community. Her vision, passion, and dedication continue to make a significant impact on the industry and those she serves.

***FakeFluence(r)***, Photography, 2022 © Annet Katan

FakeFluence(r) | Project Statement

The world of influencers is rife with artificial and misleading promotional images. In contrast, this editorial photoshoot exposes the hidden reality of the industry’s dark, glamorous side. It presents the “skeleton in the closet” that often goes unnoticed by the public eye.

Art Direction | Styling | Photography: ANNET KATAN
Model: ARCHIE MAZNEV
Makeup & Hair: LADY BARRY
On-Set Coordinator: DESTINI LATTIMORE

INTERVIEW

Hello Annet, welcome back to Al-Tiba9. What have you been up to since your last feature in our magazine?

Thank you for inviting me once again to the Al-Tiba9. I am thrilled to have the opportunity to share my latest work with you.
It's hard to believe it's already April; time seems to fly by. While I've kept my personal life private lately, I've been busy with many exciting projects, adventurous experiences, and exhibitions. I'm incredibly proud to share that I recently obtained my Master of Arts degree in Fashion Art Direction.
As I work on this new interview with Al-Tiba9 magazine, I look forward to diving deeper into my creative process and sharing my journey with your readers.

Are you still living in the Bay Area? And how has your work evolved over the past year?

The Bay Area has become my beloved home, offering an abundance of natural wonders such as picturesque beaches for leisurely strolls and exhilarating surfing, cascading waterfalls, and serene creeks. And, of course, it's no secret that this place is also a foodie's paradise.
I strive to confidently approach tasks and embrace new techniques and technologies in my current work. Through this evolving process, I have seen and appreciated how embracing my roots and passion for vibrant colors has influenced my work. Looking back at my past projects with a kinder eye, I see that the key to progress is to keep moving forward. By staying true to myself and my creative inclinations, I can bring a unique perspective to my work that sets it apart.

Speaking of your work, did you experiment with anything new over the last few months? Or did you approach any new medium or technique?

I have a passion for exploration and a deep appreciation for the beauty surrounding us. I am constantly seeking new approaches and ways to expand my horizons, whether through trying something new or finding inspiration in the ordinary. I have a few exciting projects in progress that I'm eager to share more about soon. While I can't reveal specific details at the moment, I'm excited about the potential for these projects to bring fresh perspectives.

We are featuring your FakeFluence(r) series this time. Can you tell us more about this project? How did you come up with this concept?

In December, my fellow students and I were tasked with creating a fashion magazine for our Academy of Art University assignment. We worked in groups, but each student was also required to produce their own editorial photoshoot based on the magazine's theme: BTS, or "behind the scenes" in the fashion industry. While this sounded exciting, it was a complex and challenging project, as each of us had to create a unique and original photoshoot.
I was particularly drawn to going beyond the surface-level BTS content and creating a narrative that exposed some of the less glamorous aspects of the fashion industry and shed light on current societal issues. While working on the project, I struggled to find the perfect name that captured my vision. I have a penchant for unique, made-up words that haven't been overused in the media, so I spent some time searching for inspiration.
Eventually, I had a breakthrough: I woke up one morning with the perfect name in mind. "FakeFluence(r)" was the missing piece that tied my editorial photoshoot together and brought a crucial aspect of my series to life.

The series is critical of the influencer world, especially for the constructed and ultimately fake image they promote. Is there a way to develop a more fair and ethical approach to influencer marketing and activities?

While I believe in "magic," I recognize that building trust and influence takes time and effort.
The dynamic between social media and reality can be likened to the saying, "Fake it till you make it." While ethical guidelines aim to ensure the influencer industry remains safe and authentic, unethical practices can have far-reaching consequences, not only for consumers but also for the industry as a whole.
To build a more equitable and sustainable influencer industry, it's essential to focus on authenticity and honesty. Influencers can establish trust with their followers by consistently delivering high-quality, relatable content that resonates with their audience. This requires experience, self-reflection, and a willingness to be vulnerable and authentic. Influencers can create a loyal and engaged following by prioritizing authenticity, leading to long-term success and positive impact.

As a fashion art director, photographer, and stylist, how much did your personal experience influence the development of this series?

Developing this project was a delight, as I sought to capture the abstract image of the Behind the Scenes of Fashion influence world. In addition, I aimed to create images that reflect my perception of the influence world in social media, which is particularly prevalent in today's society.
While creating these images, I was increasingly drawn towards interpreting art rather than solely focusing on the emotional experience it evokes in the artist and viewer. This approach allowed me to explore the deeper meanings and concepts that underlie the art and to create works that reflect my understanding and interpretation of the world around me.
Overall, this project was a rewarding and engaging experience that allowed me to express my creativity while exploring essential themes and concepts.

What visual references did you have for this project? Where did you get your inspiration from?

I was genuinely inspired by the location we were shooting in - the closet and prop room at the Academy of Art. Before scouting the location, I knew this was the perfect place to bring my unique vision to life. The room was filled with various mannequins - some shrouded in plastic, others arranged in a line - and I immediately envisioned placing my model/character, the FakeFluence(r), amongst them. The scene evoked the feeling of a secret skeleton hidden in a closet.
Although I often draw inspiration from visual references, sometimes it's necessary to be present in the location and let the images unfold in my mind. Working with props allows me to create something entirely new and distinct. Focusing too heavily on visuals can be challenging to think and feel creatively. It's important to cut through the noise and let the vision guide the creative process.

And what was the reception for this series? What did the public think about it, and what feedback did you get?

Flore Morton, the Associate Director of the School of Fashion at the Academy of Art University in San Francisco, provided me with inspiration and encouragement to submit my work to different publications. Her words of praise, "This work deserves to be published," were a significant confidence booster. The project was subsequently featured on the cover invitation of the Styling Meetup event at the AOU School of Fashion.
After submitting to multiple publications, I was pleased with the acceptance rate, but some publications require exclusive and unpublished submissions. After careful consideration, I ultimately chose to publish with Al-Tiba9 magazine. My previous experience with the team was positive, and your platform was the perfect fit for this project.
Although I received fantastic feedback and response, I am proud of this project regardless of external validation. This series's success resulted from collaborative and supportive teamwork, and I am grateful for all those who contributed to its creation.

You are very active and always have new projects lined up. What are you working on now? Do you have any new series you are developing?

I often find myself wishing there were more hours in a day, more days in a week, and more months in a year. My mind is bursting with ideas, but I work to keep up with their pace. I'm sure I'm not alone in feeling this way. I have several ongoing projects and a long list of others waiting for me. While I can't provide any specifics at the moment, I promise to share these creations with the world as soon as they're ready to shine.

And lastly, what are your main goals for 2023?

I believe that goals should not be limited to just a year, as the pandemic has taught us that we never know what the future holds. As a result, I plan to keep learning new things and techniques, continue writing a daily journal of gratitude, prioritize self-care and personal relationships, gain new skills, travel, and inspire and create in the upcoming years.
It's important to enjoy each day as it comes, as nothing in life remains the same forever. By keeping an open mind and being receptive to new experiences, I can embrace the unpredictable nature of life and make the most out of every opportunity that comes my way. My goal is to continue to grow both personally and professionally while positively impacting those around me.
I am grateful to have worked with such an exceptional team on this project. Destini Lattimore, your photoshoot coordination was nothing short of brilliant, and your professionalism in assisting with styling made me feel completely confident throughout the process. Without you, this shoot wouldn't have been possible. Lady Barry, your hair and makeup work was spot-on, and your collaboration, assistance, and exceptional work on the shoot day exceeded my expectations. To Archie Maznev, the star of the FakeFluencer project, it was an absolute pleasure to work with you as an art director, photographer, and stylist. I appreciate your rising talent in the industry. Finally, thank you to my partner Oleg Burov for your unwavering support and for keeping up with my creative vision throughout this artistic adventure.
And lastly, thank Al-Tiba9 magazine for inviting me and for this opportunity.

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