'I'm from the southern part of Russia, called Dagestan. But I first moved to the States when I was 15—to Oklahoma as a foreign exchange student. Back in Russia, when we saw the US, we saw the white picket fences and Disneyland and all these iconic American Dream sort of things. Culturally when I came here, it was just like traveling to the moon. I did all of my studies here, and spent all of my adolescence here—I thought I'd just stay here. But I got a job offer in Montenegro, so I moved thinking that it would be a good experience for a year. The opportunity was very entrepreneurial and it gave me a lot of freedom, so I just kept working. I was there for four and a half years.
I met my husband on holiday and we started dating long distance. After a while he said, 'You know, I want to start a family with you, but I want you in Dallas with me. I want to show it to you—I think you’ll love it.' It was a little scary at first, but I really, really loved it. It’s one of the fastest growing economies in the States. Before that, I had been working in sales and at a hedge fund, but when I moved here, I was like 'What am I going to do?' My friend Miroslava Duma—whom I also met in Montenegro—said, 'Why don’t you work with me?' Originally, what I wanted to do was invest in an English version of her project, Buro 24/7. I always was interested in fashion, but I took my time to learn everything there was about this business. Mira really was amazing in terms of teaching me and showing me, and helping me understand. Now, today, we have several really interesting things going on. Together we're investigating really interesting digital platforms and building this kind of portfolio of projects that we believe in. That includes businesses like Rewardstyle, led by young entrepreneurs and people who are passionate who want to make a difference as well.
Dallas is an epicenter for fashion, definitely. All the designers come here to do trunk shows and to show their collections because there are a lot of loyal customers that live here. Basically, Dallas society is made up of very fashionable women. In terms of beauty, they're very well-manicured and they always look really great. They are not afraid of bright and bold choices. They are not afraid to try new designers. Even if you’re in New York, it is a lot more conservative. They don’t like to spend a lot of money in New York—here they are a lot more open in that sense. I think that’s why they are coming here a lot more. In New York you’re more there for PR, not for sales. In Dallas, you come for the sales.
During Fashion Week or if I'm working, street style is just part of the business, but it's not something we focus on. I remember one of the first times I was with Mira at Fashion Week, we were going around pitching a product and I had like, four or five Stella McCartney outfits with me for some reason. Everything was Stella McCartney—that’s what was weird—so I got photographed a lot! At the time I thought, 'Oh wow. That’s so cool.' But Mira’s used to it. It wasn’t like, a conversation she’d have with you when you're with her. It was more about the business and whoever we're going to see next. She wouldn’t stop and be like, 'Oh, there are photographers.' You've always got to be focused. But I do love supporting female designers like Emilia Wickstead, Rosie Assoulin, Mary Katrantzou...They're making it happen on their own.
When we go to shows, or when we have a special something, we get our makeup and hair done. I was never really a makeup girl growing up, but I love getting it done. I'll never do something like green eyeshadow—that wouldn't look good on me—but I do like a bright red lip. My makeup artists tell me about great products, like Guerlain Rouge. It's beautiful and a little blue-ish. And I love Chanel Rouge Coco 432 Cécile.
The routine I do when I'm on my own is really pared back. I learned it from going to the counter and asking them to show me how to put my makeup on. They showed me how to do under-eye, how to do foundation, how to do cheek highlight, liner, mascara, lip, and that’s it. I bought all those products and that was it. That was my routine. I always repeat exactly the same thing. Since I got pregnant, I've started using a lot of the RMS products because they're all organic. I have ”nCover Up in two shades and I mix them under my eyes or instead of foundation. Then I have their Lip2Cheek in Beloved and Promise.
I've always owned mascara, but now I do extensions, so I don’t wear mascara. All my girlfriends here were doing them and then I had a baby and I was like, “This could be so excellent.” It feels really low-maintenance. The only thing that worries me is that I started it three months ago and I don't quite know how to get them off or redone. I have to figure that out.
And then there're my eyebrows. Now that I have such long bangs, you can’t see them. For grooming, I pluck them and color them in so it gives it more definition. But not always.
My skincare routine is from my aesthetician Renee Rouleau. She's based in Dallas but sees clients in LA and New York, too. She's really good so I use a lot of her products. My daily routine is I brush my teeth, I wash my face with soap and water, I use Renee's Vitamin C&E Treatment, her Daily Protection SPF 30, and her Firming Eye Therapy. But if I'm going to have makeup on, I use a Pearltouch Moisturizer by QMS—it's from Switzerland. At night, I'll use more—I have Renee's Vitamin C Eye Brightener and this Hawaiian Nourishing Cream—it smells like Earl Grey tea.
Sometimes I like to switch things out, so that the skin doesn’t get used to it. My switch out routine is this—Sonya Dakar's Hoya Nourishing Eye Treatment and Omega Booster. She’s an LA-based facialist and Goop sells her products. Then sometimes I'll use oils, like Verso Super Facial Oil. Also something I found on Goop. I’m really into skincare, so I look at magazines for new products. Every time I go to a spa, I ask questions. Or I find really good facialists when I travel and I ask them questions as well. I also look at people with great skin and ask them what they use.
When I travel, I wear this Biologique Recherche Masque VIP 02. I found those products in Switzerland, too. Last night, I put the mask on because I just got back from traveling and I slept with it. I used to do my own facial on every flight I took, but with the baby, it's much harder. When I was pregnant, I got so into masks that I'd use them on my stomach—belly facials! You scrub it, you put a cream on it, you sort of exfoliate your belly. Then there are no stretch marks. This is a really great exfoliator— Tracie Martyn's Enzyme Exfoliator. It’s great. You can put it on your skin like this and you can wash and feel the difference. Your skin afterwards just looks amazing. The Bliss Triple Oxygen Foaming Mask is a good one, and also the Sisley Black Rose Cream Mask.
Another thing I learned when I was pregnant was to use oils on the body instead of creams. Coconut Oil just in general, I love. I eat it, and I put it on the body.
I used to be blonde but I just dyed my hair brown and it's much lower maintenance. Naturally it's not quite this dark. Then I cut the bangs because I really love the retro look. I saw a picture of Jane Birkin somewhere and I was like, 'Oh, those are the bangs I want.' I tried it and people kept saying how much they loved them, so I kept them. I’ll probably just keep them for a little while. For hairspray, I love what Oribe makes. My shampoo and conditioner I find at Whole Foods.
When I come home, I shut everything off. It’s just my world with a t-shirt and jeans. Or I wear pajamas, or Lululemon. It’s the best stuff to work out in because I have a training session in the morning four times a week. I love yoga, but I did yoga all through my pregnancy, so I’m not doing it anymore. To get back into shape we do boxing, we do cardio, and sometimes I swim. When I was pregnant, I would swim everyday. Well, I wouldn’t swim as much, just float around. [Laughs]'
—as told to ITG
Nasiba Adilova photographed by Tom Newton in Dallas, Texas, on April 24, 2015.