Ana: What made you take on this role as creative director?

Ines: I was drawn to VS because it is a platform for artistic expression, storytelling, and personal growth. Stepping into the role of creative director has been an invaluable learning experience - not just creatively but also in leadership, organisation, and delegation as I work and manage a team of over 40 people. Fashion, to me, is about evoking emotion, inspiring, and creating moments that resonate. I wanted to bring a vision that felt effortless yet sophisticated to St Andrews - Sprezzatura. This year, my focus has been on making VS more immersive, conceptual, and thought-provoking, ensuring that it leaves a lasting impact while keeping charity at its heart.

Ana: You are both the creative director of VS and the President of EmpowHer this year. How do you manage both alongside your study and social life? Does anything have to be sacrificed ahead of another?  

Ines: It’s a constant balancing act that requires organisation, prioritisation, and adaptability. Rather than seeing it as sacrificing one thing for another, I approach it as a fluid negotiation - some weeks demand more from VS, particularly in the lead-up to the show, while other times, EmpowHer takes precedence. I’ve learned to delegate effectively, be strategic with my time, and still prioritise self-care where I can. I’m incredibly grateful to have the opportunity to do both, as each role has a meaningful impact - VS supports charitable causes, while EmpowHer fosters a supportive, inclusive space for women and anyone comfortable in a woman-centred space to lead healthy, well-rounded lives.

Ana: You’re rebranding VS – why was that important for you? What message do you want this year’s show to send?  

Ines: VS has an incredible legacy, but fashion is about evolution and reinvention. Rebranding was crucial to ensure the show remained dynamic, relevant, and reflective of the fashion culture in St Andrews. My vision for VS this year focused on three key goals. Firstly, I reinforced our commitment to charity, ensuring fundraising was central to everything we did. Second, I felt it important to showcase brands and sponsors in a way that felt authentic and engaging - I amplified their presence across social media, the runway, and event branding, introducing each designer with personalised bios that celebrated their work. Lastly, I prioritised individuality and confidence on the runway - I encouraged models to embrace their unique personalities in their walk and assigned them pieces that made them feel comfortable, empowered, and truly themselves. This year’s VS isn’t just a show - it’s a celebration of artistry, individuality, and impact. 

Photography by Tate Sedwick & Creative Direction by Ines Tramarin

Ana: VS has had its peak time in St Andrews, but some say it’s not what it once was. What do you say to that, and are you hoping to elevate it again? 

Ines: I’m not sure that I agree with the idea that it is not what it once was – it is just different. VS is now the only consistently seated fashion show in St Andrews, which means our priorities are just different and therefore, the experience we provide our guests is too. Fashion is cyclical - peaks, reinventions, and shifts in identity are all part of the process. Rather than looking back or comparing VS to other shows, I’ve been focused on creating a new peak by making this year’s show the strongest it can be. My priority has been ensuring that the charities, sponsors, designers, and models all feel valued and celebrated. At the end of the day, VS is a collaborative effort, and my greatest goal is to create something that feels both creatively fulfilling and impactful. 

Ana: The set design, music, and overall aesthetic play a huge role in fashion shows. What was your approach in curating these elements?  

Ines: Set design, music, and movement should all reinforce the narrative of the show. This year’s layered stage reflects the careful balance and fluidity that defines Sprezzatura - the ‘effortless’ grace that takes thought and intention. Music was chosen to evoke a feeling rather than just an accompaniment, ensuring each brand’s moment on the runway was amplified by a fitting atmosphere. The choreography was equally deliberate - I designed a particular sequence while staring out of a train window, listening to Adele’s Love in the Dark. That moment, and the emotions tied to leaving St Andrews and returning home, directly inspired one of my favourite runway moments by incorporating partnered lifts. 

Ana: How was the casting process? What do you look for when choosing models for the show?  

Ines: I wanted models who embodied the essence of Sprezzatura - not just in how they walked, but in their confidence, presence, and authenticity. I looked for people who felt comfortable in their own skin, who carried themselves with quiet strength, and who could bring the creative vision to life while staying true to themselves. 

Ana: We noticed a real chemistry among the models at the launch show. How important is that camaraderie in a show like this?  

Ines: Its huge. A show feels entirely different when the models aren’t just walking but moving together - vibing off each other’s energy and creating a presence that the audience can feel. That chemistry translates into a more dynamic, engaging, and cohesive performance, which ultimately elevates both the show and the clothing.

Ana: Are there any fresh faces or returning models you’re particularly excited about this year?  

Ines: Absolutely - this year’s mix of returning and new models brings such an exciting energy. Paula has been with VS for four years, and this is her final show, which is both bittersweet and incredibly special. Ruby is also walking her last show, which makes this year even more meaningful. On the fresh faces side, Sarayah has been an incredible addition - her dedication and ability to execute the vision so beautifully has been amazing to watch. On a personal note, having my own brother walk in the show felt like the perfect way to tie everything together, especially given that my mother’s influence is at the heart of this year’s theme. It helps that he is a good model, with a strong personality and walk too! 

Ana: What have rehearsals been like? Any memorable or funny stories from behind the scenes?  

Ines: Rehearsals have been intense but incredibly rewarding. There have been moments where I worried we wouldn’t be ready in time, but also moments of immense pride as I watched everything come together. And of course, runway mishaps are inevitable - but those have led to some of the biggest laughs and best memories!  

Ana: Putting on a show of this scale takes months of planning. Can you walk us through the behind-the-scenes process?  

Ines: The process started with refining the vision - concept development, curating personalised shoots for brands and sponsors, choreographing runway movements, and delegating roles to the team. From there, it was about execution - brand outreach, venue coordination, social media strategy, model casting, music selection, set design, rehearsals, lighting, guest experience, lighting, merchandise design, editing, and countless other moving parts. Every detail was meticulously considered to ensure that Sprezzatura was reflected in every aspect of the show.

Ana: Any last-minute challenges or surprises that came up during production?  

Ines: We had to redesign our entire stage with only two weeks to go, which meant reconfiguring choreography, pacing, and technical cues. But that’s the nature of live production - you adapt, adjust, and make it work – the show must go on!

Ana: The charity aspect is a huge part of the show. How important is that to you, and what charities are you supporting this year?  

Ines: VS is proud to support Trust in Fife and Parkinson’s UK this year. The fashion scene in St Andrews has a real power to make a positive impact in the world and I really value that. Charity is at the heart of VS - I have tried to keep all creative and aesthetic choices as budget friendly as possible, while not compromising on the quality of the show to ensure that a good amount is donated to charity at the end of the year. We held rehearsals in restaurant spaces during the day which were happy to let us use their space in return for marketing material, all the shoot and video props were homemade, and I am so grateful to all the students involved in making this a reality who do it voluntarily. 

Ana: If you could sum up this year’s show in three words, what would they be? 

Ines: Emotional, Relatable, Daring. And Sprezzatura, of course… 

Ana: What do you hope the audience takes away from this year’s show?  

Ines: I want them to feel inspired - whether that’s through the fashion, the movement, or the atmosphere we’ve created. I also want them to leave with the warmth of knowing their ticket not only gave them an unforgettable night but contributed to supporting important causes. 

Ana: If you could tell last year’s Ines anything before taking on this role, what would it be? 

Ines: Trust your vision. Comparison is a double-edged sword - it’s good to be aware of your surroundings, but never at the cost of your own voice. Oh, and… get more sleep.