#22: Yelena Deyneko, Co-Founder of Spirit And Flesh Mag


Introducing Yelena Deyneko, co-founder and Creative Director of Spirit And Flesh. Yelena started Spirit & Flesh Magazine with Cristopher Austopchuk to show both sides of creativity – the glossy surface, and what lies beneath. The magazine covers top talent, uncovers new talent, and helps to place art, design, and fashion in historical context through freedom of expression, interviews, imagery, videos and more.


What do you consider your top 3 core values and how do they affect how you lead your business?

I believe respect, co-creation and transparency will guarantee a healthy relationship and successful collaboration. Oh, and having fun! (Otherwise, why bother?)

Can you share a time you either thought you failed, or actually did fail? How did you react and move past it, and what impact did it have on business decisions?

Well, that depends, I think we have to define failure. I pitch new ideas to new people everyday, and they are often rejected, but I feel that real failure is when you don't even try what you wish to achieve. Rejection of course hurts (a lot) and it comes with a territory, yet, when you love what you do and have a mission to fulfill, nothing can discourage you. And of course, when I do succeed, it feels that much sweeter! I love the feeling!

What types of projects do you have coming up that we can look forward to seeing in the future?

A few really exciting projects are coming up. One of them is Spirit & Flesh edition celebrating the birth of a new city, Hudson Yards, another is a mission driven edition of Spirit & Flesh magazine that is focused on women who inspire and make a difference.