Spotlight: Ekaterina Lambert, Founder & CEO of FashIcon

By Dominic Ngai, March 16, 2018

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Spotlight is a regular series where we feature a prominent person in the style scene. This month we speak with Ekaterina Lambert, founder and CEO of FashIcon.


Fashion was the last thing on Ekaterina Lambert’s mind when she grew up in a small city in Russia during a politically turbulent time. That, however, all changed at age 16, when she became a model and took part in her first fashion show. Fast-forward to more than a decade later and with more experience in the industry, Lambert, who’s now based in Shanghai, founded FashIcon, an app that allows users to share their look or a specific item of clothing that they want to buy, and seek instant feedback from a community of fashionistas. Here, she tells us about her modeling days, her vision for the app, as well as her likes and dislikes in the wardrobe department.

How did your career in fashion begin?
I still remember buying my first fashion magazine and watching Fashion TV for the first time when I was 9, but the moment when I realized that fashion is the absolute right career choice for me must have been when I took part in a Zandra Rhodes fashion show back in Russia at age 16. I always loved being a model – not just being on the runway but what goes on backstage as well. It was where I could learn about styling and I could spend hours observing how stylists mix and match different looks. Between that time and now, a lot of things happened: I received a bachelor’s degree in fashion design and technology in IFA Paris, met the love of my life, became a mom, began to design clothes, and started my company, FashIcon.

“My outfit choices always reflect the mood of the day”

What’s your vision for FashIcon? 
FashIcon is the Instagram of fashion – a community of fashionistas helping each other find their voice in everyday fashion and celebrate who they are through their style. Users can connect with stylish, beautiful and unique people with different visions from around the world. 

How does the app work? Why should people use it?
In the FashIcon app, you can find the newest looks and outfit ideas; get feedback on your looks or the new dress that you want to buy instantly with the ‘Immediate Advice’ option; receive styling advice by chatting with our community of fashionistas in one-to-one sessions, or offer advice to other users. The ‘Item Tags’ function allows you to identify the exact item and brands from your favorite street style looks shared by others. In addition, we’re also creating weekly challenges with great prizes from some of the biggest brands.

Is there a general rule of thumb that you personally always follow when building a look for yourself?
I never stick to any style, rules or brands; my outfit choices always reflect the mood of the day as I strongly believe what we wear changes the way we feel, talk, look and act. Generally, one thing that I always do is to take a last look at the mirror before heading out the door to make sure everything is suitable to the different meetings and events I have to attend on that particular day. One other tip that I can offer is to simplify your wardrobe by getting rid of things you can’t or don’t wear regularly, and play more with accessories instead. 

Spotlight: Ekaterina Lambert, Founder & CEO of FashIcon

What are a few of your favorite fashion items at the moment?
I love my Gucci belt because it gives a luxurious twist to a casual look – just enough to make your favorite jeans look exquisite. My classic Marc Jacobs red ankle boots are a statement piece that make everything look better. I also love my Tiednista tie – wearing a tie is undeniably sexy for women, it gives this regal look with a touch of flirty sass. 

Is there anything that you’d never wear?
No matter how comfortable Crocs are, they’re just ugly (at least they’re not flattering on me). 


For more Spotlight posts, click here. Find out more about FashIcon here.

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