Written in Partnership with Maria Williams
Photo: Anastasia Zhelezniak
Most of us are familiar with the cross-stitch patterns that adorn tablecloths and cushions across the world – whether it’s at your parent’s dining table, or the vintage-inspired cushions you find at Target or Crate and Barrel.
Although the cross-stitch pattern is extremely popular, a new form of needlework is gaining momentum: freestyle embroidery. This artistic approach brings together a mix of both new and traditional elements, giving crafters the freedom to express themselves through unique designs and diverse stitches – without being constrained to pre-defined patterns.
We sat down with Anastasia Zhelezniak (@whynotstitching), a self-taught embroidery artist who has captivated huge audiences on Instagram with her stunning freestyle creations. Her journey into this up-and-coming art form began just four years ago, during a challenging time when she sought a calming and creative outlet. “Embroidery caught my eye,” she recalls, “and I immediately fell in love with it.”
A New Star of Freestyle Embroidery
Anastasia has become something of a celebrity in the world of embroidery. After sharing her work on Instagram, she quickly amassed thousands of followers who flocked to her page for her aesthetic crafts with a focus on floral, neutral designs. Today, she has over 675,000 followers on Instagram, with more fans discovering her page each week.
When we were getting to know Anastasia, she had the following to say about herself and her embroidery journey:
“My name is Anastasia, and I’m a self-taught hand embroidery artist. My embroidery journey began about four years ago during a particularly challenging period in my life when I realized I needed a simple activity to keep my hands busy and off my phone. Embroidery caught my eye, so I decided to give it a try. I immediately fell in love with it and, after some time, started creating my own designs. I began sharing them with others and teaching embroidery workshops.”
Speaking of her impressive growth on Instagram, Zhelezniak says she’s still a little taken aback by her new social media status.
“I still can’t believe it, honestly! I’m incredibly thankful for all my subscribers and supporters. I wasn’t doing anything out of the ordinary, just sharing my work with others,” she explains. “It never crossed my mind that I would get such a huge following. I’m aware that many of my subscribers aren’t into embroidery themselves, but they enjoy watching me embroider. I’ve even received feedback that my embroidery videos have a soothing effect, helping to reduce stress and anxiety!”
Unleashing Creativity Beyond the Grid
Freestyle embroidery stands in stark contrast to its more structured cousin, cross-stitching. It gives a much more open-ended and creative experience for cross-stitch fans who want to try something new.
“Freestyle embroidery provides a world of creative freedom,” explains Zhelezniak. “It’s not just about following a pattern; it’s about mixing and matching decorative stitches in various compositions, offering endless possibilities.”
As many creatives will agree, not having a rigid framework to adhere to allows for a more expressive and personalized crafting experience.
A Beginner-Friendly Craft with Global Roots
While the desire for creative expression has fueled the rise of freestyle embroidery, its accessibility also plays a significant role. “You can learn the basics very fast,” assures Zhelezniak. “There are now many beginner-friendly patterns available, and after completing a few, you can easily transition to creating your own designs.” The basic materials – needle, thread, and fabric – are readily available, making it an economical and accessible craft for anyone.
Unlike some art forms that require a big investment to get the materials you need or years of perfecting your skills, freestyle embroidery welcomes beginners with open arms. As Zhelezniak says, “We use pretty much the same stuff as in cross-stitching, but the big difference is the fabric. Aida, with its stiffness and big holes, doesn’t fit well for freestyle embroidery. We usually go for cotton or linen which have a denser weave. Besides that, all you need are hoops, threads, and a needle – all of which don’t cost much and can be found in any crafting store.”
For those who are inspired by Anastasia’s freestyle embroidery journey, there are numerous online resources and beginner-friendly patterns with clear instructions and guidance.
Interestingly, freestyle embroidery doesn’t claim a single origin story. “It’s a beautiful blend of embroidery techniques from all over the world,” explains Zhelezniak. Throughout history, diverse cultures have utilized embroidery to embellish garments, showcase social status, and preserve stories and traditions. These techniques have merged and evolved, culminating in the modern expression of freestyle embroidery, which encourages experimentation and personal interpretation.
Embracing Sustainability and Personalization
The ability to personalize clothing is another factor propelling freestyle embroidery’s popularity. In an era of fast fashion and mass-produced clothing, the option to create unique and personalized pieces resonates deeply with many people.
“Embroidering your clothes lets you make them truly yours, refresh old pieces, and mend them creatively,” says Zhelezniak. This resonates with the growing appreciation for sustainable fashion and the DIY movement, allowing people to breathe new life into their garments, reduce textile waste, and contribute to a more sustainable wardrobe.
Instead of discarding a slightly damaged piece or a garment that no longer reflects your personal style, freestyle embroidery can be used to repair tears, cover stains, or add embellishments, transforming an unloved piece into a cherished item that reflects the wearer’s individuality.
How Anastasia Finds Beauty in Botanicals
Zhelezniak’s own artistic expression takes root in the natural world. “Botanical embroidery holds a special place in my heart,” she confesses. Her designs, often featuring earthy color palettes and natural materials, reflect the calming and soothing essence of nature, which she finds deeply inspiring.
“Despite exploring various themes, I find myself continually drawn back to botanicals. Nature is my inspiration – it has such a calming and soothing effect, which is something I want to reflect in my designs. I prefer working with an earthy, calming color palette and natural materials.”
The creative process behind her captivating pieces begins with exploration. “I love hiking and forest walks,” she shares. “During these journeys, I observe flowers, animals, and color combinations, capturing them in rough sketches within my notebook.”
Photo: Anastasia Zhelezniak
“Later, I transform these sketches into embroidery designs. The process starts with drawing the outlines using a regular pencil and liner, which I then digitize into a design using my tablet. It may seem a bit old-fashioned, but for me, drawing and sketching by hand is a very important part of the process.”
Stitching a New Path for Creatives
For aspiring freestyle embroidery artists, Zhelezniak offers encouraging advice: “Start simple, and don’t be afraid to make mistakes. Freestyle embroidery is all about expression, so let your creativity flow. And most importantly, enjoy the process. It’s just amazing what you can create with just a needle, thread, and a bit of imagination.”
Her words encapsulate the essence of freestyle embroidery – a creative outlet that allows individuals to express themselves, embrace imperfection, and find joy in the act of creation. With just a needle, thread, and a touch of imagination, anyone can embark on this mindful and rewarding artistic journey and create something they can really be proud of.
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