In an age that celebrates niche mastery, Kristina Kretova boldly goes in the opposite direction—thriving as a true Renaissance woman in the 21st century. A prolific children’s author with over 20 books, a visionary documentary filmmaker, and co-founder of the soulful fashion brand East&West, Kristina is redefining what it means to live a creative life.
She’s not just an “Elle” of our era—graceful and intelligent—but a multifaceted powerhouse whose work bridges storytelling, culture, mindfulness, and meaningful aesthetics. Her projects speak not only of beauty but of depth, purpose, and the courage to be many things at once. In this exclusive interview, Kristina takes us through her remarkable journey, her passion for kindness and tradition, and why being interdisciplinary is no longer a luxury but a necessity in modern life.
Kristina, you’re known as a beloved children’s author. How did this path begin for you?
It all started with my oldest daughter. I wrote down the stories I told her—just to keep them in the family. One day they ended up with a publisher, then more publishers… and readers embraced them. These stories sparked translations, screen adaptations, and theatrical productions. It’s been a magical domino effect—and the best gift the universe could’ve offered.
Tell us about your own childhood. Where did you grow up, and what sparked your creativity?
I was born in St. Petersburg and lived between there and Belarus. I studied in both places. Honestly, I think creativity is like a microchip you’re born with—it’s not about specific events shaping you, but rather a built-in filter through which you process the world. That chip transforms life into stories, colors, and thoughts.
What central themes run through your books?
Kindness—always. I write at the intersection of fiction and non-fiction, mixing factual knowledge with storytelling. But if I had to name one core value, it’s kindness in its broadest form—towards oneself, others, and the world.
Your book about the UAE was recently presented at the Sharjah Book Fair. What’s the story behind it?
Like most of my books, it’s about friendship, self-discovery, and mutual support. And of course, it celebrates the stunning beauty of the UAE.
Your filmmaking journey began in an unusual way. Tell us more.
It started with my book Antifragile Women in Russian History. At its presentation, I asked guests, “What hardship shaped you?” The answers were deeply moving. That night birthed the idea for our documentary series Women and Roads: The Way to Yourself. I teamed up with my friend Anna Kameneva, and we just kept filming. One project led to another.
What are your most significant films so far?
Always the ones we’re currently working on. Right now, we’re in post-production on two films about women in Azerbaijan and the UAE. We’re also preparing a new project with Anna Tsapleva from ANO “Formula of Friendship”—a global look at children’s dreams, starting in Yemen’s Socotra. I’m very excited about that.
How have awards impacted your creative journey?
Initially, awards meant professional validation. Now, it’s more about the people—networking, exchanging ideas, finding collaborators. That creative dialogue is priceless.
You speak often about mindfulness. What does it mean to you?
Mindfulness is simply being able to answer “Why am I doing this?” with clarity. That clarity drives both my creative process and my life decisions.
Let’s talk fashion. What inspired your brand East&West?
While filming in Uzbekistan, Anna and I were struck by artisans along the Silk Road—some families practicing their craft for generations. We wanted to spotlight that heritage. In today’s fast-fashion world, mass production steals individuality. East&West is about returning to meaning and soul.
What philosophy underpins your brand?
It’s about honoring artisans, traditions, and the energy in handmade creations. We bring together techniques from across the Silk Road so women can wear something deeply unique—something with a story and soul.
How do you approach sustainability in fashion?
We work with natural, handmade fabrics using ancient techniques. Sometimes we discover fascinating histories—like denim being produced in Karakalpakstan long before the West. Every item is unique, like how pomegranate-dyed fabric changes color with every batch. That’s beauty to us.
Your work in literature, film, and fashion seem deeply interconnected. How do they influence each other?
They absolutely feed into each other. A book led to a film, a film led to a brand. Inspiration is circular. One medium gives life to another.
You describe multifunctionality as a norm in today’s world. Can you explain?
Modern women are like multi-armed Buddhas. We handle so many roles instinctively. This adaptability, enhanced by technology, gives us resilience—and that strength lets us fly in many directions.
What recharges your creative spirit?
Books, meaningful conversations, travel, and other people’s brilliant ideas. I draw from the energy around me.
Do you have favorite designers or brands?
I’m more drawn to creators than labels. But I admire the smart swimsuits by RoDaSoliel and jewelers like Giampiero Alcozer from Florence and Narmin Alakbarova from Baku. Their craftsmanship is storytelling.
What’s next for you in fashion, film, and writing?
To keep creating from the heart—with meaning. It might sound idealistic, but it matters to me that our work brings some goodness to the world.
Do you have any dreams or goals for the next few years?
No grand ambitions—just clear goals and love for the journey. We want to keep doing what we do with purpose and joy.
Your advice to aspiring creatives entering film or fashion?
Don’t fear failure. Don’t quit. If your path aligns with your heart, the universe will find a way to support you.
How do you handle creative blocks?
There are two kinds: fatigue and loss of meaning. If it’s fatigue—rest. But when you lose meaning, it’s harder. That’s a deeper crisis. But often, it’s just the beginning of a new layer of growth.
Do you have any personal rituals for creativity?
My ritual is action. I just start working. I’m a bit of a workaholic, which can be intense—but it’s how I’m wired.
Lastly, what role do you believe fashion plays in society today?
Fashion is a language. It’s how we show our identity, values, and emotions. I love that today’s fashion celebrates individuality rather than following trends. That’s where art lives. I hope East&West, our artisans, and our wearers are part of that celebration.
Kristina Kretova is a woman of many talents—and even more heart. Her journey proves that modern creativity isn’t about choosing one path, but about walking many with intention. Whether she’s writing a children’s story, shooting a documentary in Azerbaijan, or weaving ancient silk into couture, one thing is certain: she’s doing it with purpose, passion, and an eye toward making the world just a little more beautiful.
