LOVE LETTERS
Anastasiya Konstantine
For those discovering your work for the first time, how would you describe who you are and the work you do as a creative director and brand strategist?
I’m a creative director and brand strategist, working at the intersection of visual storytelling, editorial fashion photography, and strategic brand development. My focus is on helping brands define their identity and bring it to life in ways that feel cohesive, elevated, and intentional. I love blending creativity with strategic thinking, crafting work that resonates aesthetically and meaningfully with its audience.
While you don’t personally experience endometriosis, your work often engages with themes of health and wellbeing. What drew you to working on health-focused projects, and what inspires your connection to this space?
I’ve always been drawn to projects that prioritize the human experience and explore wellbeing and embodiment. While I don’t live with endometriosis myself, my dad was battling bowel cancer for six years before he passed, and my mum experiences severe migraines and chronic pain. Seeing someone in pain affects you deeply, and that proximity has given me a strong sense of empathy. Pursuing work in this space feels deeply meaningful, and I know it’s something my dad would have been extremely proud of. Being able to contribute creatively to health-focused projects allows me to combine my skills with purpose in a way that truly resonates.
As a creative director and brand strategist, what is your approach to building a brand? How did this methodology guide your work on Els Lovers and shape the project’s outcome?
My creative process is always guided by the goal of creating concepts that are distinctive and memorable ideas that make a viewer pause and engage, ensuring the brand stands out from the noise. With Els Lovers, the challenge was positioning a health-focused product, the heatpack, in a way that felt aspirational and aligned with the fashion world.
Every decision was intentional, from styling to visuals, with the aim of elevating the product while staying true to its purpose. The result was a campaign that captured attention and felt fresh, thoughtful, and memorable.
Having spent nearly a decade immersed in the New Zealand fashion industry, is there a piece in your wardrobe that allows you to feel both comfortable and confident? What makes it so?
For me, it’s often the pieces you don’t necessarily see that give me confidence and comfort. I love my Ohen balconette bra and French briefs. They fit so well and make me feel effortlessly put together. I feel like I could be having a bad day, but wearing Ohen, I feel put together even on days when I am not.
On set, I’m almost always in my Salomans. They are durable, perfect for long studio days or harsh weather on location shoots, they even have bows because at the end of the day, I’m still just a girl.
Creative work can be physically and mentally demanding, especially on long shoots or behind screens. Do you have rituals or practices that help you care for your body, sustain your energy, and maintain focus while working?
After a long day of shooting or editing, I’m always excited to put the laptop away and give my eyes a break. My ritual starts with a hot shower to relax my muscles, slipping into a soft, comfy PJ set, and wrapping up in my Els Lovers. Then the photographer in me kicks in, I love setting the mood with ambient, atmospheric lighting using my Philips Hue bulbs. Finally, I often settle down with a book. My highlight books have been Bitter Water Opera by Nicolette Polek and The Eyes Are the Best Part by Monika Kim.
Where in your day-to-day does your Els Heatpack usually make an appearance, and how has it become part of your routine?
My Els Heatpack is a staple in my workspace and on set. I often keep it nearby during long editing sessions or shoots when I feel strain or tension from screen time. It’s become a subtle but essential part of my self-care routine, a simple tool that helps me stay comfortable and present while I focus on the work at hand.
How can people connect with you and follow your creative journey to see the projects you’re most passionate about?
People can connect with me through Instagram at @anastasiyakonstantine, where I share behind-the-scenes of shoots, creative direction insights, and my personal projects. My website, anastasiyakonstantine.com, is also a space to explore my portfolio and learn more about my work. I also welcome collaboration inquiries via email, and I love connecting with others who are passionate about storytelling, fashion, and thoughtful design.Â
