Kristina Bazan, the creator of the fashion-and-travel site Kayture (a mash-up of her nickname, “Kay,” and “couture”), is the first to admit that blogging is often for the self-absorbed. “I constantly show my face and tell people what I’m wearing. The nature of it is very narcissistic,” says the 21-year-old, who boasts more than 1.7 million followers on Instagram. In the small Swiss town of Begnins, where Bazan grew up, “everybody wants to be discreet and just blend in. I wanted to stand out,” she says. And so, in 2011 she founded Kayture with her then-boyfriend, James Chardon, who is now her business partner. Within two years, she was cast in a wildly popular Louis Vuitton digital campaign, and other brands like Hugo Boss, Piaget, and Cartier soon came calling. But fashion isn’t the be-all and end-all for this native of Minsk, Belarus. She recently moved to Los Angeles to pursue a music career and hopes to debut an “edgy pop” EP in 2016. “People think of me as a bubbly, smiley person,” says Bazan, who plans to continue Kayture but with a focus on her music. “They will see another side of me that’s much darker and more vulnerable.”
Photos: Kristina Bazan: It Girl, It Trend
Kristina Bazan wears Michael Kors Collection shirt, $4,995, and pants, $4,495, michaelkors.com; Gucci rings, $310, $360, and $410, gucci.com; Emilio Pucci pumps, $920, Emilio Pucci, New York, 212.230.1135.
Sergio Rossi pumps, $725, Saks Fifth Avenue, New York, 212.753.4000.
Valentino Garavani clutch, $4,395, Valentino, New York, 212.355.5811
Kimberly McDonald one-of-a-kind gold, sapphire, and diamond earrings, price upon request, Bergdorf Goodman, New York, 212.753.7300.
Dries Van Noten skirt, $1,845, Opening Ceremony, New York, 212. 219.2688.
Chanel bag, price upon request, Chanel stores, 800.550.0005.
Marc Jacobs sweater, $1,800, marcjacobs.com.
Olivia von Halle pajama top, $535 (sold with matching pants), Neiman Marcus, Beverly Hills, 310.550.5900.
Giulietta pants, $975, Giulietta, New York, 646.455.0359.
Salvatore Ferragamo dress, price upon request, Salvatore Ferragamo stores, 866.337.7242.
Hair by Owen Gould for Sachajuan; Makeup by Ozzy Salvatierra for Cle de Peau Beaute at streeters; Manicure by Kiyo Okada for Dior; digital technician: Michael Tessier; photography assistants: Jordan James, Jamie Strachan; fashion assistant: Dylan Hawkinson.