FEDYA&HAIK × Dea

The Singer’s Stage Image (2019 – present)

FEDYA&HAIK’s collaboration with the singer Deya began in 2019 and continues to this day. Over these years, the designers have developed a series of signature stage images that accompanied the artist in music videos, magazine features, television projects, concerts, and music award ceremonies. In time, they became an integral part of Deya’s creative journey and of her recognizable presence on stage.

The First Signature Images

The work began in 2019 with several original stage costumes — each one a self-contained artistic image. Unusual silhouettes, complex textures, handcraft, and attention to detail shaped a visual style that became the foundation for the further collaboration with the artist.

These images were first seen by the readers of MuzHit magazine — this is how the public first encountered the singer’s new stage style.

The Music Video “Don’t Fly Away!”

One of the first joint projects was the filming of the music video “Don’t Fly Away!”. Especially for it, FEDYA&HAIK prepared several costumes: each one emphasized the mood of particular scenes and helped reveal the artistic idea of the video.

A Growing Collaboration: New Projects and Images

The success of the first works did not remain a one-off. In the years that followed, FEDYA&HAIK continued working on Deya’s stage image, preparing new costumes for concert programs and television appearances — in a single artistic style, gradually developing the artist’s visual concept.

In 2021, for Deya’s performance at the international music festival Zhara 2021, the designers presented a new artistic concept whose central element was the singer’s striking red dress. It was complemented by the dancers’ signature costumes, kept within the single style of the staging.

Images That Have Stood the Test of Time

A successful stage image does not end its story after a single performance — once it is truly found, it keeps working for the artist years later.

Thus, in April 2022, Deya took the stage once again in the red FEDYA&HAIK dress — at the “Golden Hit” Music Box Gold National Award ceremony, where she performed the song “I Still Love”. This image accompanied the artist through one of the brightest moments of her creative career.

Joint Performances with the Bionica Show

FEDYA&HAIK’s signature images fit naturally into the large-scale theatrical productions of the Bionica Show as well. In different years, Deya performed together with the dance company, where the designers’ costumes complemented the troupe’s striking numbers.

One of the first such appearances was “Arktika” (Arctic), a performance in which Deya was the central soloist and sang her own song — at the Charity Arctic Ball at The Ritz-Carlton hotel, organized by the “Winter Ball” foundation in support of the Blokhin Research Institute of Pediatric Oncology. Later, in 2022, the singer took part in a solo concert with the dance performance “Babochki” (Butterflies), and in 2026 she once again shared the stage with the Bionica Show — in the “Aqua” production at the gala concert “My Home – Russia” at the State Kremlin Palace.

Images That Live On

A true stage costume serves the artist for more than one season. FEDYA&HAIK’s works have accompanied Deya for many years now: they appear at concerts, in television projects, at official events and creative evenings — proving that successful stage design stays relevant years later.

One such example is the singer’s appearance in the red FEDYA&HAIK dress at the celebration of composer Alexander Zatsepin’s 98th birthday in 2024.

An Almanac of Deya’s Stage Images by FEDYA&HAIK

Over the years of their collaboration, FEDYA&HAIK have assembled a whole collection of stage images for Deya — some born for a particular song, others for special performances and ceremonies. Here are a few of them.

“Vremya” (Time) — a black dress with silver shards

An image for the song “Vremya”. Deya wears a black dress whose shoulders seem to sprout sharp silver shards and spikes, while mirror-like splinters scatter across the bodice, catching the light. The dancers echo the same graphic look — in silver “spiky” costumes. A sharp, futuristic image with a cold metallic shimmer. First shown at the presentation of the album “Paralleli” (Parallels) on November 22, 2022, and later at the digital festival “ZHARA KIDS FEST” and on the digital show “MuzKach” of the Music Box Russia channel.

“Made in China” — a pink dress and “Chinese” costumes for the dancers

A stage image for the song “Made in China”. Deya appears in a soft pink dress with silver elements, while the dancers wear blue costumes styled after Chinese dress. The gentle pink set against the cool blue echoes the ironic mood of the song itself. The image was presented at “Slavianski Bazaar 2023” at the gala concert “Chanson TV – ALL STARS”.

“Pod siyaniem luny” (Under the Moonlight) — dark images with a moon of silver plastic

An image for the song “Pod siyaniem luny”. A nocturnal, mysterious story in a dark palette, where the key accent is the moon — cut from sheets of silver plastic. The costumes of Deya and the dancers are kept in a single twilight style that works to build the atmosphere of the track.

Silver dress — the “Brand No. 1 in Russia” Award

A dress assembled entirely from movable silver plates: they overlap one another like scales and scatter reflections with every movement. A mirror-like, ceremonial image — fitting for the presentation of the national “Brand No. 1 in Russia” Award.

Black dress with white ornament — “A Winter’s Tale for Grown-Ups 6”

A black dress across which a white graphic pattern unfolds, reminiscent of German half-timbering — the lattice of beams on the façades of old houses. A strict, almost architectural graphic of white on black. The image was created for the festive concert “A Winter’s Tale for Grown-Ups 6”.

Floral dress — the red carpet of the “MUZ-TV 2024. The Return” Award

This image was prepared especially for Deya’s appearance on the red carpet of the “MUZ-TV 2024. The Return” Award. A romantic dress in a white, blue, and lilac palette: a light-blue corset embroidered with a scattering of dimensional flowers and pearls, an airy lace collar across the shoulders, and wide bell sleeves in a medieval spirit. The asymmetrical skirt is short in front, with a long dark-blue train at the back trimmed in floral lace. The look is completed by floral “lacings” along the legs, clear platform sandals adorned with flowers, and bows in the hair — a tender, doll-like, fairy-tale silhouette.

The Collaboration in Retrospect

The story of FEDYA&HAIK and Deya shows that a true stage image is not born for the sake of a single concert. It evolves together with the artist, accompanying them in videos, on concert stages, in television projects, at music awards and official events — and stays recognizable for many years.

It is precisely this approach that remains one of the key principles in the work of Fyodor Dodonov and Haik Simonyan — the designers behind the FEDYA&HAIK brand.