Inside the World of Elegance: Sasha Fuks on Luxury, Creativity, and Curating Aesthetics
Sasha Fuks, a renowned luxury lifestyle blogger based in Geneva, has built her reputation as a connoisseur of high-end aesthetics. Specializing in premium beauty and lifestyle brands, she curates an opulent digital experience for her audience, blending sophistication with insider knowledge of the latest trends in fashion and beauty.
Her discerning eye for luxury and dedication to quality have established her as a trusted source for those seeking inspiration in the world of elegance and refinement. In this exclusive interview for L’Officiel Austria, Sasha reveals her insights, inspirations, and the secrets behind her captivating content creation.
How do you approach the process of creating content that resonates with your audience while maintaining the luxurious and premium aesthetic?
Authenticity is the cornerstone of my approach. I firmly believe in the saying, “It is better to be, and not to seem, than to seem and not to be.” By staying true to my values and genuinely connecting with my audience, I ensure that every piece of content reflects both authenticity and the premium aesthetic they expect.
What programs, tools, or techniques do you use to produce your captivating videos and images for Instagram?
I primarily use my iPhone, as I’ve noticed that content shot on it tends to go viral more quickly compared to content from a professional camera. For nighttime shoots or events, I rely on my Canon G7 Mark III to capture high-quality footage.
However, the real secret lies in having a strong idea behind every piece of content. I handle all the editing myself, ensuring every detail aligns with my vision and resonates with my audience.
Can you share the details of your most memorable collaboration with a brand and what made it stand out for you?
I appreciate each and every brand I have the opportunity to work with. Every collaboration is unique, and I’m grateful for the trust brands place in me, especially those that develop into long-term partnerships.
What makes a collaboration truly memorable is when a brand aligns not only with my aesthetic but also with my values and vision. I love working with brands that prioritize quality, sophistication, and authenticity—ones that allow creative freedom and understand the importance of genuine storytelling. The best collaborations are those that feel effortless, where there is mutual respect and a shared passion for excellence.
Building lasting relationships with brands is something I truly value. It’s not just about a single campaign but about creating something meaningful over time, something that resonates with my audience and stays true to who I am.
What is the person behind the scenes like when you are working on creating visuals for Instagram? What inspires you and keeps your creativity flowing?
Behind the scenes, I’m fully immersed in the creative process, carefully curating every detail to ensure my content reflects both elegance and authenticity. One of the most special aspects of my work is that my daughter is often the one behind the camera—she captures me in a way that feels natural and genuine, which makes our collaboration even more meaningful.
When it comes to inspiration, I find it in three key things: myself, my daughter, and the balance I create with the outside world. Self-reflection and personal growth keep me evolving, my daughter’s support and creativity push me forward, and my connection with the world around me helps me stay open to new ideas. This harmony allows me to keep my creativity flowing and continuously bring fresh perspectives to my content.
When you're notworking, what are some of your favorite activities or hobbies that help you relax and recharge?
As I’m both introverted and extroverted, I love communicating with people, but afterward, I need to recharge and spend some time alone. The best way to do that is by having quality time with myself—taking a bath with candles, reading, meditating, driving, or just watching a movie. These activities help me clear my mind and regain my energy, because the real happiness is calm.
What are your professional and personal goals for the next five years?
I want people to know me not only for my appearance but also for my inner world—my values, thoughts, and the depth of my personality. I strive to grow both professionally and personally, constantly evolving and pushing my own boundaries.
While I prefer not to publicly share specific plans, I have a clear vision of where I want to be. I believe in continuous self-improvement, whether it’s through learning new skills, expanding my knowledge, or taking on new challenges.
I see myself achieving even greater success, creating meaningful connections, and leaving a positive impact on those around me. Whatever the future holds, I’m confident that my dedication and mindset will lead me to even bigger accomplishments.
What do you believe sets your content apart in the world of luxury lifestyle blogging, and how do you maintain your position as a trusted source for your followers?
What sets my content apart is the balance between aesthetics and authenticity. Luxury isn’t just about expensive things—it’s about a mindset, a way of living with elegance, confidence, and attention to detail. I focus on curating content that isn’t just visually appealing but also truly reflects a refined and sophisticated lifestyle.
I believe in quality over quantity, which is why I’m selective about the brands I collaborate with, ensuring they align with my values and personal standards. Transparency and honesty are key—I never promote something I don’t genuinely love or believe in.
To maintain my position as a trusted source, I prioritize consistency, high-quality content, and engagement with my audience. I stay connected with my followers, pay attention to trends, and always strive to bring fresh and inspiring perspectives to the world of luxury living. My goal is to inspire people to embrace sophistication and elegance in their own unique way.
