By: Olga Amraie, Producer of The LA Fashion Show
At the recent Fashion Show Awards Ceremony in Beverly Hills, Elena Konovalova, founder and designer of JOY SUN, was honored with the Best Fashion Designer Award. For Elena, this recognition was not only about creativity, but it was about her international journey, her ability to build a brand across different markets, and her vision of fashion as something that helps people feel more beautiful, confident, and self-assured.
Elena has been collaborating with The LA Fashion Show for the past two years, presenting her work to the Los Angeles fashion community and growing her presence in the U.S. market. Her story began in Bali, where JOY SUN was born with its own production and two stores. From there, the brand moved into the United States by way of Miami, and Elena is now expanding into a new direction, a medical apparel line for professionals.
We spoke with Elena about her beginning, her path from Bali to Miami to Los Angeles, celebrity clients, her new medical fashion direction, and what helped her win at the Fashion Show Awards.
Interview with Elena Konovalova
Q: Elena, where did your journey as a designer begin?
Elena Konovalova: My brand JOY SUN was born in Bali. We had our own production and two stores there, and that experience gave me a real understanding of how fashion works, not only creatively, but also as a business.
Bali gave me freedom, inspiration, color, nature, and a strong connection to women who wanted to feel beautiful, relaxed, and confident. That is where my design language started.
Q: What is the biggest difference between the fashion markets in Bali, Miami, and Los Angeles?
Elena Konovalova: Each city gave me something different. Bali taught me creativity and freedom, clothing there is about travel, resort life, the beach, and comfort, and the energy is very natural and emotional.
Miami introduced me to the U.S. fashion and swimwear industry and gave me the opportunity to present my first runway show at Miami Swim Week. That experience showed me how a brand can step onto a bigger American stage.
Los Angeles is where fashion, media, celebrity culture, and business come together on a larger scale. Here, people do not just wear clothes; they use fashion to show who they are and where they are going.
Q: You are now developing a medical apparel line. Why did you decide to move in this direction?
Elena Konovalova: Medical clothing is usually seen as purely functional, but I believe it can also be elegant, modern, and empowering. I wanted to create medical apparel that helps professionals feel stylish, confident, and comfortable at work.
This direction is very important to me right now because it connects beauty with purpose. Doctors, nurses, beauty professionals, and wellness specialists spend long hours in their uniforms, and good design can change how they feel while they work.
Q: How did you learn about Fashion Show Awards, and what do you think helped you win?
Elena Konovalova: I have been collaborating with The LA Fashion Show for two years, so Fashion Show Awards felt like a natural continuation of that creative community. It is a platform that recognizes not only designers but also everyone who helps build the fashion industry.
I think what helped me win was my full journey, not only the designs themselves, but also the fact that I built JOY SUN internationally, from Bali through Miami to Los Angeles. The jury looked at creativity, brand development, international experience, and the ability to grow a fashion brand in different markets.
Q: You presented your first collection at Miami Swim Week. What did that experience mean to you?
Elena Konovalova: Miami Swim Week was a very important step for me. It gave my brand a bigger stage and allowed me to present my vision to a wider fashion audience for the first time in the United States.
For a designer, a runway presentation is not just a show. It is a moment where people can feel the energy of the brand, see how the clothes move, and understand the story behind the collection.
Q: We know that among your clients, there are regular celebrity clients. What do celebrities choose in 2026, trends or individuality?
Elena Konovalova: In 2026, celebrities are much more focused on individuality. Of course, they know the trends, but they do not want to look like everyone else.
They choose pieces that fit their personality, their body, their lifestyle, and the image they want to communicate. Custom fit, unique details, comfort, and confidence are much more important than simply following fashion trends.
Q: What do celebrity clients usually look for when they come to you?
Elena Konovalova: They want something that feels personal, clothing that supports their image and makes them feel confident in public. The fit has to be effortless, but behind it, there is always close attention to detail.
Q: What would you recommend to beginning designers who want to build their own brand?
Elena Konovalova: First, understand who you are designing for. A beautiful idea is not enough; you need to know your client, her lifestyle, her needs, and how your clothing can make her feel.
Second, do not be afraid to start internationally or to move into new markets. Every country teaches you something different. If you stay open, flexible, and professional, fashion can become not only creativity, but a real global journey.
Q: What is the main message behind your work today?
Elena Konovalova: For me, fashion is about confidence. Whether I create swimwear, women’s clothing, or medical apparel, I want people to feel better when they wear my designs.
Clothing can change how a person walks, stands, works, and sees themselves. That is the real power of design.
Elena Konovalova’s recognition at Fashion Show Awards reflects the new reality of fashion in Los Angeles: talent alone is no longer enough.
With JOY SUN, her path from Bali through Miami to Los Angeles, and her new medical apparel direction, Elena is proving that fashion can move beyond beauty, into confidence, identity, and transformation.
