This year, the one skill we are attempting to master is feeling and looking boujee on a budget. Thankfully enough, it would appear the fashion Gods have answered our prayers, as upcoming designer Hila Shtork Zigdon launches her very own retail site, ZCRAVE. The site is the ultimate destination for fashion-lovers worldwide who crave that high-end quality, but cannot afford the high-end price tags. Talking of the creation of ZCRAVE, Hila explains, “We’ve compiled an extensive range of unique, high quality, trendy pieces including clothing, bags, and accessories for our collection… These are all the delicious items women will be craving this season.”

Seeing herself as a visual artist as opposed to a fashionista, the collections Hila has cultivated for her shop follows suit. The pieces available embody everything that couture stands for: they are a celebration of bold creativity, as well as an expression of stylised luxury. Examples of such pieces include the F3TISH double-breasted blazer, crafted in a striking Picasso-inspired print. The piece comes complete with a pair of tailored cigarette trousers, with the entire set retailing for $249. Another example of Hila’s skill for finding the crux of the designer allure is the Hermes-silk scarf inspired co-ord, Nolita, which fashions a pleated mini skirt with a candyfloss pink blouse.

Having garnered note-worthy respect amongst some of the biggest brands out there – including a collection of uniforms she designed for Nike, Puma and Umbro – it appears ZCRAVE will elevate the designer into new realms. With stars Bella Thorne and Christina Millian supporting and starring in the company’s latest campaign, we will be virtually running to the site to bag ourselves a bargain before fashions best-kept secret is soiled.

Getting to know the woman behind the upcoming empire, we spoke with Hila about her growing business, and what is in store for 2022. Scroll below for the full interview…

Hey Hila, how are you? How has this past year been for you?
I’m doing great. 2021 was challenging, scary and amazing at the same time. We’ve launched our first physical store on Madison Ave NYC. My friends told me I’m crazy. My parents said I’m smart enough to make those decisions.

The pandemic affected the fashion world in many different ways, what do you think was the biggest change?
I think the biggest change stands for my mom, that literally orders online. The e-com legit to all.

How did you first get into fashion? What sparked the interest?
Since I was a kid I used to buy clothes and redesign them.

And now you have your own company! How did you start this venture, what were your goals when you set out?
My journey started when I was 22. I own a visual / digital design studio (GOOTTE). I’ve done a lot of successful branding and eCommerce websites for big brands. I decided to switch working on clients projects to my own brand after realising I understand the market and that I’ll be able to create really signature stuff. I never learned fashion. I’m a visual artist. I started design fashion 10 years ago with my basketball and football team while I designed the team uniform and had the “fans” store. It was fun. I used to work with Nike, Puma and Umbro. One of my designs did so well that about 15 teams over Europe played with the uniforms I’ve designed. ZCRAVE Journey started in 2017, and it feels like everyday is a new journey on its own. I didn’t expect Paris Hilton to comment on my post as I didn’t expect to discover that “P!NK” has been a client since 2018. I didn’t expect to have to deal with thousands of orders so fast and I wasn’t ready on the logistics side. I’ve faced a lot on this journey. Moving from a warehouse to an independent store on Madison Avenue New York was scary and challenging at the same time. i think it’s one of the smartest moves I’ve made.

You pride yourself in using quality materials for your clothing, how important is it to you to maintain a standard?
Quality is my first priority. I understand “fast” fashion, I but don’t believe in it.

And you got people like Bella Throne and Christina Millian in your latest campaign, talk us through your relationship with them?
Christina is a very good friend of mine. We travel a lot together, she’s like a family to me. Bella has a unique personality and soul.

And you’re soon to drop a men’s collection, how are you approaching this? Is the creativity different to how you approach Womenswear?
The Men’s collection stands for high quality linen and seriously dope graphics. Clean cut.

Who are your biggest inspirations?
Igael Tumarkin.

What are you most excited for in 2022?
NYFW SEP22. That’s definitely our next phase.