About the Founder

My name is Tatyana Zeltser, and I’m a Los Angeles-based Founder and Creative Director of Runway My Way, a creative runway platform that features everyday people instead of professional models. The project is built around the idea of helping people build confidence, express their individuality, experience joy, and feel the thrill of being seen through movement, fashion, and self-expression.

Before creating Runway My Way, I spent about 18 years working in tech, first as a web developer and later as a technical project manager. Although my background may seem very different from fashion, it prepared me to organize complex productions, manage logistics, and bring ideas from concept to completion. Today, those same skills allow me to produce runway shoots with structure, creativity, and attention to detail.

Runway My Way didn’t begin as a business plan - it started with self-reflection. After stepping away from a career that no longer felt aligned, I asked myself what truly made me happy. That question brought me back to childhood memories of putting on runway shows for my family and dancing freely to music. I realized that movement and style had always been my natural forms of expression and a source of joy for me. I didn’t feel that I fit into the traditional runway world, so I created my own platform where I could recreate that feeling - and give others the chance to express themselves, build confidence, and experience the joy of being seen.

Runway My Way productions combine styling, music, movement, photography, and cinematic video storytelling. Each shoot is designed to highlight individuality rather than perfection, giving people the opportunity to step outside their comfort zone, feel confident in front of the camera, and experience the excitement of being part of a runway.