Jensen Fairchild by Stolen Besos 

'By Zoya': From TikTok Sensation to Global Design Phenomenon

A look at Zoya's creative journey.


Get ready to dive into the world of "By Zoya," where fashion meets storytelling! Meet Zoya, the brains and heart behind the brand, whose journey started with crafting ice skating dresses. From being a viral sensation on TikTok to thriving as a designer, she spills the beans on challenges, inspirations from New York and Barcelona, and the importance of creating a global community. In this Interview, Zoya dishes on future aspirations and exciting projects, so let's get into it.

Maya Asia Monet Ray via Instagram 

Tell us 3 fun facts about yourself!

I did my senior year of high school in Cadiz, Spain, and have now just moved back to Spain after 5 years. I grew up figure skating competitively and quit going into my junior year of high school. I’m named after a book called ‘Zoya’ that my mom fell in love with in college. It’s about a woman immigrating to America as my mom did after college.

What are 3 words other people would use to describe you?

Energetic, inspired, original.

The power of social media in entrepreneurship is evident in your
success story. How did you use platforms like TikTok to propel
your brand, and what advice do you have for aspiring

I think social media allows you to interact with your customers in a really special way, and for small brands or aspiring entrepreneurs, it creates a unique opportunity to connect with customers one-on-one. Instead of traditional marketing, we have been able to share more personal content, like asking for customer input or showing behind-the-scenes of some of our processes. Our most viral content has been raw behind-the-scenes footage of shoots, and content like this is what has allowed us to grow the way we have. 

But beyond that, different platforms allow for direct messaging and commenting back, letting me directly, easily, and personally chat with customers about any questions or comments. Being a small brand allows the opportunity to be in touch with your customer base, which is how I’ve been able to increase customer retention. Creating virality is amazing, but the goal is always to create a community and retain customers beyond a viral video.

Nil Sani by Alex Frank / Shotzbyalex

Your journey began with crafting ice skating competition dresses
at a young age. What shaped your perspective on fashion and
how has it influenced your designs?

Competition dresses are incredibly intentional, as they are by nature part of a performance. I think the same intentions ingrained in me by skating apparel have become fundamental in my design process.

The first intention with competition dresses is to be incredibly flattering, creating long lines and highlighting femininity and grace. In competition, this was to make your posture and technique look as elegant as possible. I think this most obviously translates to my designs in short skirts and low backs, which you would also see in most competitive skating apparel, and even training apparel.

The other intention with competition dresses is to set the scene and tell a story. I think this manifests in my design process as focusing on where the items are meant to be worn and the vision for styling. Since we are such a small brand and can only produce a few pieces at a time, it’s important to envision the future creatively, meaning thinking about shoots and overall content when creating the items itself, to have a story to convey in imagery, even with just a few pieces.