ANYA BYALAYA
INDEPENDENT DESIGNER & ART DIRECTORABOUT
THE CULTT
ABOUT: THE CULTT is a resale platform specializing in high-end designer bags and accessories. It curates a selection of pre-owned luxury items with a strong focus on authenticity and quality.
MY ROLE: I provide various design and art direction for this luxury resale platform — from packaging to special projects & CRM system. My work contributed to developing The Cultt’s visual identity, enhancing both its branding and customer experience.
OFFLINE:
PACKAGING
For THE CULTT boutique I’ve created a special packaging series, inspired by the blooming season and new beginnings — cause the resale platform helps old items find new owners and supports a sustainable approach to fashion.
SPECIAL PROJECTS:
THE CULTT x ALYONA DOLETSKAYA
In 2024 THE CULTT collaborated with Alyona Doletskaya, the renowned journalist and former editor-in-chief of Vogue Russia, to create an exclusive capsule collection celebrating timeless luxury and personal storytelling. The inspiration for the design came from Doletskaya’s extensive experience in fashion media. I've referenced archival materials, editorial notes, and other elements of print magazines. A portion of the proceeds were donated to the Vera Hospice Charity Fund.
THE CULTT x KHUDOZHESTVENNY CINEMA
The Cultt x Khudozhestvenny Cinema collaboration in 2024 was a tribute to the rich history of Khudozhestvenny Cinema, Russia’s oldest movie theater (since 1909). THE CULTT transformed five iconic fashion cinema moments into a curated collection of pre-loved cult bags that appeared in cult films (including Blow Up & The Royal Tenenbaums).
I designed a landing page for this project and created various offline designs for the exhibition, drawing inspiration from early Godard intertitles, David Lynch’s universe, and the rich interiors of Khudozhestvenny Cinema.
THE CULTT x ELEVEN
Precious items often come with a "handle with care" label. But they also need LOVE. That’s exactly how THE CULTT feels about dream bags — they don’t just care for them, they truly love them.
And when you take a coffee break, remember that you are the most precious, delicate, and valuable of all. Handle yourself (& your THE CULTT bag) with love.
ONLINE:
CRM RE-DESIGN
I am responsible for visualizing all brand newsletters, including content-driven, trigger-based, and service emails & pop-ups. Over time, we have redesigned THE CULTT’s CRM system multiple times, increasing sales.