For three years Alfa Leonis has evolved from a private club for the select “happy few” to an event agency in the broadest sense of the word. They now have production, celebrity management and creative communication services. The founders of Alfa Leonis, Nadejda Shubareva and Elena Couffin, have taken on the roles of influencers and models. These ladies are featured in glossy magazines, give interviews and maintain their own open Instagram accounts.
‘There are several strategies for positioning companies: promoting the company name, cooperating with celebrities or presenting real faces of the company. We chose the latter option, because we directly communicate with our audience. People trust us and rely on us and it inspires us to Instagram achievements,’ said, with a smile, Elena Couffin (Elena Regulus on Instagram), who has been engaged in international PR consulting for many years.
Since its founding in August 2019, Alfa Leonis has had an Instagram account, @alfaleonis_club, to keep people informed of current events and programs. During the pandemic, Instagram became the most effective way to communicate with the audience, and this drove its development.
Photo: Elena Couffin
However, the ladys have long had a flair for Influencers with a capital letter. For ten years, Nadejda Shubareva headed a company that regularly organized large-scale events in Monaco, featuring opera and ballet stars such as Vladimir Galouzine, Aida Garifullina, Ildar Abdrazakov, and the Boris Eifman Theatre ballet. This work received significant public acclaim, but the pandemic forced the company to halt its operations. Alfa Leonis allowed them to apply their expertise to more intimate chamberformat events. «We are delighted when our events have a “face” – and this is the face of some very bright famous person with multifaceted talents. That is the kind of meeting we had with art director of the Schiaparelli house Daniel Roseberry, couturier Chantal Thomass, French chef Pierre Gagnaire and many others,» said Nadejda.
Elena Couffin’s extensive experience in journalism and PR, along with her established contacts with brands, has enabled Alfa Leonis to attract renowned fashion houses for collaboration. Schiaparelli, Dice Kayek, Georges Hobeika, Ashi Studio,Lanvin are among their partners. Through these collaborations, Alfa Leonis has undertaken an educational mission, aiming to enlighten the audience about the cultural and historical roots of these companies and highlight their unique “savoir-faire”. ‘I am friends with Dice Kayek, a brand known for the elegance and functionality of its models. Two sisters Ece and Ayşe Ege founded the brand in 1992, and in 1994 Dice Kayek became a member of the prestigious Federation of Haute Couture and Fashion (which is the governing body for the French fashion industry). Behind the brand’s original models, characterized by architectural lines, impeccable silhouettes, and the highest quality hand embroidery and fabrics, lie the talents of the couturiers and the traditions of Turkish craftsmen,’ said Elena enthusiastically. By the way, in the photo accompanying our article, Elena is wearing dresses by Dice Kayek.
The company’s Instagram serves as a platform to raise awareness about fashion, design, and travel, as well as promote emerging talents in the film and fashion industry and provide updates on current events.
In addition to their online presence, Alfa Leonis successfully organizes physical events. ‘We host one or two themed events per month, except during Paris Fashion Weeks, where we offer comprehensive programs. Our events cover various areas such as fashion, art, design, gastronomy, cinema, and more. Anyone who follows our announcements on Instagram or our website can join.” summarized Nadejda Shubareva.
Photographer: @yaninaphoto