The Heroine’s Journey of Irina Korneeva

Irina Korneeva,


Fashion Designer,

Founder & Owner

What is the best thing that I love about my work? I love the process. I like the search for ideal and harmony both in the sketch and in the material. Search for perfect lines, perfect silhouette, perfect proportions. I pay great attention to details, I think there are no trifles in our work. I even like that the ideal is unattainable.

What is my idea of perfect happiness? This is not for creative people. Happiness is a state of peace and satisfaction, and a creative person should not be calm and satisfied.

What is my greatest fear? This is not related to my professional activities. I am afraid of loss and loneliness.

What is the trait that I most deplore in myself? I am easy vulnerable.

Which living persons in my profession do i most admire? Rei Kawakubo and Yohji Yamamoto. They broke into European culture with a fresh wave and still remain at the vanguard of fashion. Their creations are genius for their non-static nature, they are both art and craft. They did not mummify and did not exhaust their resources. There is a lot of energy and potential in their creations.

What is my greatest extravagance? It seems to me that I am a completely ordinary person. Maybe the fact that I changed the country of residence.

On what occasion would I lie? To protect someone I love.

What is the thing that I dislike the most in my work? I do not like to do something to please the average mass buyer. It seems to me like some kind of mythical non-existent character.

When and where was I the happiest, in my work? I had I lot of happy moments in my career. The next are happier than the previous. However, it is hard for me to stop and say – now I am satisfied, it was a peak. I believe that the happiest moment in my professional life is yet to come.

If I could, what would I change about myself? Not to dwell.

What is my greatest achievement in work? I like to see customers returning and becoming regular. After all, my area is very competitive. I like that my clothes are bought on the other side of the earth. Moreover, all this without huge investments in advertising. I just do what I like, and I have like-minded people. It gives me the strength to move on.

Where would I most like to live? In a world without pain, war and violence.

What is my most treasured possession? The first drawings of my daughter, my mother’s gifts, my father’s art crafts. All the things that make me feel warmly and serenely.

What is my most marked characteristic? I am stubborn. If something stuck in my head, I have to do it, otherwise I have no peace.

What is my most inspirational location, in my city? The seaside.

What is my favourite place to eat and drink, in my city? Cafe Briki in Old town, 180° sun & lounge and small seaside taverns.

What books influenced my life and how?

M. Bulgakov, Master and Margarita

Aleksandr Solzhenitsyn, In the First Circle

Gabriel García Márquez, One Hundred Years of Solitude.

These books made a very strong impression on me. They forced me to look from a different angle at the problems of vital spirit, soul, pneuma, at the questions of harmony and balance, of good and evil, of choice and freedom.

Who are my favorite writers? Mikhail Bulgakov.

You Only Die Once. What music would I listen on my last day? Amy Winehouse, Morcheeba, Björk.

Who is my hero or heroine in fiction? I admire strong personalities with a higher purpose.

Who are my heroes and heroines in real life? Frida Kahlo, Coco Chanel, Audrey Hepburn, Natalia Vodianova, Bibi Aisha, Margarita Gracheva.

Which movie would I recommend to see once in a lifetime? Black Cat, White Cat, Life Is a Miracle by Emir Kusturica, Pulp Fiction by Quentin Tarantino, The Fifth Element by Luc Besson, Dogma by Kevin Smith, The Draughtsman’s Contract by Peter Greenaway, Sin Noticias de Dios by Agustín Díaz Yanes, La reina de España by Fernando Trueba, Zorba the Greek by Michael Cacoyannis, Pokrovsky Gate by Mikhail Kozakov, Heart of a Dog by Vladimir Bortko, etc……

What role plays art in my life and work? It inspires, delights, purifies, heals, hurts, kills and resurrects me.

Who is my greatest fan, sponsor, partner in crime? My husband.

Whom would I like to work with in 2020? With those who could contribute to the development of my brand.

Which people in my profession would I love to meet in 2020? With people who could share their knowledge with me and thereby enrich and inspire me.

What project, in 2020, am I looking forward to work on? I am expanding the range of my collection.

Where can you see me or my work in 2020? On my website

What do the words “Passion Never Retires” mean to me? For me, my work is an integral part of me, my essence. It is changing with me, it can get sick or be on the rise with me.

Which creative heroines should Peter invite to tell their story? Natalia Theodorou (photographer), Giorgia Mochianaki (artist, decorator), Julia Konnova (artist, graphic designer), Ekaterina Luganskaya (artist)

How can you contact me? By email or through the contact form on my website and in Facebook

12/01/20, Kavala, Greece

Here follows a message of Peter de Kuster, founder of The Heroine’s Journey 


Are you a creative leader or creative professional looking to develop your business skills and storytelling?

Amidst today’s uncertainty, it is more important than ever to reconnect with yourself and others, develop your creative business, and build your story. Dive deep into your unique business style and areas for growth with the coaching of Peter de Kuster.


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    You are a creative leader or creative professional  who is interested in developing yourself, your business, and your story.

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    You are aware that there are no quick fixes. Learning is a journey that works when you are fully committed to it. Coaching can bring awareness and help you navigate, but in the end it’s you who is in charge of your growth.

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    You want to learn more about how to resource yourself, learn about blind spots, and get feedback.

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    You are curious and want to engage in online learning.

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    You are motivated to work in-between sessions on yourself (e.g. working on homework assignments that will help you develop new storytelling, skills, and behaviors).


The Heroine’s Journey Coaching is all about your development. To make the most out of your sessions, we ask you to prepare topics to work on with Peter. These topics can serve as a starting point for further in-depth exploration with Peter.

These coaching topics typically resonate with the creative leaders Peter works with:

How can i tell the most powerful story possible about myself and my creative business?

How can I handle self promotion and marketing of my creative business better?

How do can I stay authentic and with focus when having difficult conversations with potential clients?

What are my creative values and how do I align these with my business values?

How can I manage my time and energy better?

How can I radiate confidence to my clients while feeling anxious inside?

How can I steer myself towards creative excellence without becoming rigid?

About Peter de Kuster

Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project,  a storytelling firm which helps creative professionals to create careers and lives based on whatever story is most integral to their lives and careers (values, traits, skills and experiences). Peter’s approach combines in-depth storytelling and marketing expertise, and for over 20 years clients have found it effective with a wide range of creative business issues.


Peter is writer of the series The Heroine’s Journey and Hero’s Journey books, he has an MBA in Marketing,  MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.

individual coaching for leaders


The Heroine’s Journey Coaching online sessions last 50 minutes and the fee is Euro 189 excluding VAT per session. The Heroine’s Journey Coaching is suitable for people at any stage in their career.


Who can sign up for The Heroine’s Journey online coaching?

Creative leaders and creative professionals who wish to improve their business story and develop their business skills and mindset.

Should I choose 1:1 coaching?

Our The Heroine’s Journey experiences in world cities allow you to learn not only from the coach but also from your peers. For the small group coaching (1 – 4 people), we have selected important, relevant topics that we find regularly come up for creative professional: purpose, storytelling, creative confidence, self promotion, time & money and resilience.

If you would prefer to work alone or on a different topic, individual coaching is a better fit for you.

What language do we speak in the coaching sessions?


Can I buy coaching for my organization?

Yes, you can! We support many organizations around the world with their coaching needs. Please contact us for more information.

Can I bring my own topics?

Yes, for individual coaching you get to choose your own topic.

Are coaching sessions confidential?

Yes. Peter will not share anything that is discussed in the coaching sessions.

Where will the coaching sessions take place?

Sessions will take place online (as per the times we live in) via an online tool like Zoom or Skype. Peter will let you know.

How do I sign up?

Send Peter a mail to to start booking your coaching sessions.

How do I pay?

After you send the mail, you will receive an email with a link to pay.

How do I book and reschedule sessions?

Once we’ve received your payment, Peter will contact you and book your coaching sessions. He will also support you with rescheduling sessions if needed.

What is your cancellation policy?

Individual coaching sessions can be postponed up to one week before the session.

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