Meet Svetlana Uchuvatova | Founder and Creative Director

We had the good fortune of connecting with Svetlana Uchuvatova and we’ve shared our conversation below.

Hi Svetlana, can you walk us through the thought-process of starting your business?
Honestly, I think I’ve had an entrepreneurial mindset since I was a kid—I’ve always liked being in charge (some might call it bossy, but I own it). The idea of working for myself just made sense. Living in LA is humbling, and I quickly realized that a 9-to-5 wasn’t going to cut it for me.

I’ve always loved pasta and fashion. At the time, I was modeling and noticed that celebrities like Bella Hadid, Hailey Bieber, and Kendall Jenner were always being photographed eating pasta. Everyone loves pasta, but there was no cool merch around it. I saw a gap and thought, Why hasn’t anyone made pasta…fashionable? So I went for it. What started as fun merch turned into something way bigger—Pasta Confidential became a brand, a community, and a whole vibe.

Let’s talk shop? Tell us more about your career, what can you share with our community?
Funny enough, I used to think I wasn’t creative at all. I couldn’t sing, act, or paint to save my life, and for a long time, I thought that’s what being an artist meant. I’d even go on hikes, hoping nature would somehow spark some hidden talent in me—but nothing.

When I started Pasta Confidential, I had a clear vision of what I wanted my top-selling item to say, but I had a designer bring it to life. When I got my first sample, I realized that just having a cool design wasn’t enough—I had to create a full story around it. That’s when everything clicked.

Once I had that first piece in my hands, the creative floodgates opened. I knew exactly how I wanted the brand to look, the kind of images I needed, and how important first impressions were. I pulled together my first shoot with just me, a model, and a photographer—no assistant, no big team, just pure resourcefulness. I spent hours searching the internet to create the perfect mood board, tracking down the exact dress I wanted my model to wear, and scrolling through endless makeup artist profiles to find the right one who could execute my vision.

And then, it was down to the little details—the ones that make or break a shoot. I showed up at the studio with two big bags, cooked pasta, bottles of wine, and a phone packed with reference images. The hardest part? Relying entirely on myself. There was no one to turn to and ask, “Does this look good?” or “Should I change this?” I had to fully trust my own instincts.

That’s been one of the biggest lessons in this journey—trusting my vision and knowing that creativity isn’t just about traditional art forms. It’s about how you bring ideas to life. Pasta Confidential started as merch, but it became a whole world of its own because I believed in it enough to make it happen. If there’s one thing I want people to take from my story, it’s that creativity isn’t about fitting into a mold. It’s about creating something only you can bring to life.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Friday – We’d kick things off with dinner and drinks at Horses in WeHo, specifically in the back room bar. The vibe is impeccable—a little mix of NYC and LA in one spot. After that, I’d take them to Living Room, the new members-only club. Honestly, it might be the sexiest place in LA right now, especially if you appreciate good music.

Saturday – Venice day, but first—Clark Street for a croissant. No question, the best croissant in LA. Then we’d head to Venice, walk around Abbot Kinney, maybe do a little shopping, and grab lunch at Dudley Market or Great White—both have a great wine selection. We’d end the day with drinks and dinner at Proper Hotel’s rooftop to catch the sunset.

Sunday – Brentwood Farmers Market. If you’re not there, where are you?! First stop: Arnett Farms for fruit, then straight to Chaupain Bakery for a croissant (yes, another croissant, and I stand by it). After the market, we’d go for a hike at Mandeville Canyon—perfect way to balance things out. And to wrap up the weekend? Dim sum to-go.

Who else deserves some credit and recognition?
I have to give a huge shoutout to my network of friends—models, photographers, and creatives—who believed in my vision from the very beginning. At the time, I was modeling, and I was lucky to be surrounded by incredibly talented people who were down to collaborate. My first campaign came together with the help of well-known photographers and successful models, and I was able to make it happen with almost no budget.

I’m forever grateful for my friends who saw what I was trying to build and wanted to be part of it. The creative shoots we put together to launch the website and socials weren’t just for me—photographers loved the concept and used the images in their portfolios, and models shared them on their socials. That kind of organic support was everything. Cutting costs on the creative side gave me the flexibility to invest in events and inventory, which helped the brand grow in ways I wouldn’t have been able to otherwise. I’ll always appreciate the people who showed up for me in those early stages.

Website: https://www.pastaconfidential.com/

Instagram: https://www.instagram.com/pastaconfidential/

Linkedin: https://www.linkedin.com/in/svetlana-uchuvatova-a51732282/

Image Credits
@ianpassmorefoto (Ian Passmore)
@tiffanyy_le_ (Tiffany Le)
@reallysortofamazing (Jessee Bojorquez)
@storyshot.co (Ashlee Taylor)