Playtime

Each season, we invite content creators from around the world to attend Playtime Paris and Playtime New York. Visiting our shows offers them a chance to connect with the creatives behind the brands they love, discover new ones, and to build partnerships that will last a lifetime.

This summer, we invited mother of four and content creator Yana Sushchik to visit Playtime New York from South Dakota. It was her very first time in the big apple, where she was joined by her husband, Andre, and their youngest child, Fin. We followed up with Yana to learn more about her family, their lifestyle, how she got into content creation, and what she thought of her first experience with Playtime. Let’s dive right into her universe!

Yana, Ace, Elsa, Fin, Andre, and Jonny

Hi Yana! Can you please introduce yourself and your family?

Hi I’m Yana, a South Dakota–based mother and creative. I’ve been married to my best friend, Andre, for 17 years now and together we’re raising four amazing kids—Jonny (14), Elsa (9), Ace (7), and Fin (2). You can find me on Instagram @yana.sushchik, where I share my motherhood journey, my love for outfits and styling, home things, and the beautiful brands I genuinely align and vibe with!

It’s so nice to meet you! Can you please tell us a bit about your kids’ styles? What (and who!) do they like to wear?

I’d say their styles definitely vary—a mix of playful, bold patterns and neutral basics. Elsa is very girly; she loves pinks (she could wear pink head to toe), yellows, and anything with flowers on it. The boys are big on graphic tees. My oldest gravitates toward American Vintage, while the younger two love the fun prints and playful colors from Tinycottons and The Campamento.

What great taste! How would you describe living and raising a family in South Dakota?

Living and raising a family in South Dakota feels really grounding. Life moves at a slower pace here, which gives us space to enjoy the simple things—family dinners, outdoor adventures, and just being together. There’s a strong sense of community, and I love that my kids get to grow up surrounded by nature and wide-open spaces. It’s definitely different from a big city lifestyle, but for us, it feels like the perfect place to raise a family, though winter comes and makes me question all my life choices haha! For this reason, we love to travel to warmer places whenever we can.

We love that! How would you describe your home?

I’d describe our home as cozy, timeless, and a little playful. I try to give the kids their own colorful, fun spaces while keeping shared areas more neutral and calm. I use cute baskets for toys in the living area.

That sounds like a great balance.

How did you get into content creation?

I got into content creation as a way to document my motherhood journey and have a creative outlet for myself, especially after I quit my 9-5 job in banking to stay at home with my then two kids. What started as sharing little moments of our everyday life on Instagram and tagging brands I genuinely loved quickly turned into a passion for inspiring others and sharing the things that inspire me—whether that’s traveling, style, or home design. I’ve been doing it slowly for over six years now, and it’s been such a fun way to combine creativity, family, and working with beautiful brands I truly love. It’s really been a blessing.

That’s a really good reason!

What social media platforms do you prefer?

I prefer Instagram and Pinterest. They both feel more intentional and visually more inspiring.

What kind of content do you like to create on social media?

I like to share a mix of content—outfits of the day, sometimes just me and sometimes with the kids, little snippets of how I style our home, and products that I use and love. What resonates most with my followers is the real, everyday life behind it all. They often ask where things are from, how items fit, or details about the brands I tag, which is always fun to share and helps them feel connected to the content.

What a great way to build a community! How do collaborations work? Do you approach brands or vice versa?

They usually happen both ways—most recently brands have been reaching out to me, but once in a while I’ll approach a brand I already love and feel aligned with and pitch to them. I’m really intentional about only partnering with brands that make sense for me and my audience. Some of my favorite recent collaborations have been with House of Noa, American Vintage, Sezane, Nestig, Tinycottons, and, of course, I enjoyed my collaboration with Playtime New York, this past July 🙂

We loved this collaboration too ❤️

How do you balance sponsored and personal content?

I just make sure to mix in plenty of real-life moments. Posts about what we’ve been up to that week, places we’ve gone, things we’ve worn, and little everyday snapshots.

Is there anything challenging about sharing your life on social media?

It can feel very vulnerable, and sometimes you have to navigate judgment or unsolicited opinions. But for me, the rewards outweigh the challenges. I love connecting with other inspiring people!

How would you describe your vision of childhood?

Slow, simple, joyful. I want my kids to have the freedom to play, explore, and be creative—without the pressure of growing up too fast. To me, it’s about creating memories, sparking curiosity, and finding joy in the everyday moments.

That’s beautiful!

As a parent, what’s something you never leave home without?

Snacks!! Lol we don’t leave the house without snacks.

What’s the most challenging thing about parenthood?

For me, it’s how fast time goes. Each stage feels fleeting—you’re so busy in the moment, and then suddenly your kids have grown. Balancing being present with them while juggling everything else in life can be really hard.

Too true… is there any advice you have for other parents?

I’d say let go of the idea that everything has to be perfectly clean and organized. Kids are going to make messes—that’s part of the fun and part of growing up! Some of my best memories with my kids have come from those messy, chaotic moments—craft projects, baking mini cupcakes together, and building forts.

You visited Playtime New York this summer.

How was your experience at the show?

It was such a fun experience! I loved seeing so many cool brands all in one place, getting a sneak peek at future releases, and meeting so many of the amazing people behind the brands. I loved being able to explore and get inspired while thinking about what my kids and I will be wearing next season.

Were there brands you already knew there?

Yes! We were very excited to see Tinycottons, Konges Sløjd, The Campamento, and Bebe Organic.

Did you discover any new ones?

Yes! I loved discovering the organic brand Good Apples, meeting the sweet owners of Cozmo and seeing their beautiful new pieces, and checking out Molo—they have such cool clothing for older boys.

We’re so glad you enjoyed the show! Is there anything we can look forward to seeing soon on your social media?

Yes! I’m excited to share more cool outfits, partnerships that connect both home and kids, and ways we make our family life beautiful and functional. I’m also looking forward to sharing more of how I create and celebrate the best moments for my family and the little things that bring us joy.

Thank you so much to Yana for sharing this motherhood moment with us! It’s always interesting to see how different community members create content and what they experience at our shows. Stay up to date with Yana’s universe by following her on Instagram @yana.sushchik!

Brands, applications for the winter shows are open! Don’t miss the opportunity to meet more content creators like Yana and international retailers at the season’s main events. Apply now for your booth at Playtime Paris (January 24-26) and Playtime New York (February 8-10).