There is a quiet precision in Evelina’s approach to fashion, the kind that reveals itself not in visual excess, but in the way ideas are built, refined, and executed across every stage of a collection. Based in Los Angeles, she is currently leading product development at LA-based athleisure brand Daily Drills.
Her perspective on fashion has been shaped as much by global studies as by practice. With an academic history in sustainable fashion from The Swedish School of Textiles and The University of Stockholm, she early on found an interest in how fashion systems operate beyond aesthetics and shifted her focus to the business side of fashion — concentrating on sustainability, material innovation, and the product lifecycle, which led her to California, where she went on to pursue further studies at California State University, ultimately leading her to her current role.
The full lifecycle approach is central to her role at Daily Drills, where she works across the entire arc of product development. From trend research and concept development to garment design, fabric selection, and sample execution, her position sits at a rare intersection of product creation and brand identity. It requires an in-depth understanding of the customer base and the ability to translate that into cohesive product narratives that not only reflect but also shape the brand’s identity.
Operating within a drop-based model, she is closely involved in a fast-moving creative cycle where collections are conceived, developed, and released with intentional urgency. Working in this format has sharpened both her creative instinct and her responsiveness as a designer, requiring constant awareness of cultural references, consumer behavior, and visual storytelling in real time.
Seeing drops sell out within minutes has become both a marker of resonance and a deeply motivating feedback loop, reinforcing the immediacy of the work and its direct connection to an engaged audience. It is an environment where ideas are tested almost instantly in the market, and where creative decisions carry both aesthetic and commercial weight. This approach is making the process feel continuously alive; rather than separating ideation from execution, it compresses them into a single evolving cycle, and as a result, the creative process remains constant and responsive.This momentum has also translated into several successful brand collaborations, including a capsule collection with Revolve and a Spring 2026 partnership with Driscoll’s. To fully close the loop, Evelina also works closely with marketing teams to ensure the initial idea is brought to life through digital assets, lookbooks, and visual direction and styling direction on each photoshoot.
Rather than positioning herself within a single discipline, she operates in the space between them — where design, styling, and storytelling overlap. It is in this intersection that her perspective is becoming increasingly defined: not just as a designer or stylist, but as a creative shaping how modern fashion is built, seen, and understood.
