From subcultural statements to age trends, fashion has been incredibly delicate for its time. The pandemic has redesigned the industry: the mask’s mandate has become elegant, the acceleration of e-commerce accessibility, the virtual clothing boom. The threat points begin to stabilize around the world, fashion weeks are adapting to the first socialization platforms and public affairs to experiment with the new popular hybrid events on the site/online. Mercedes Benz Fashion Week in Russia was one of the first to adopt a live streaming style advertising, a business style to buy now and other complex generation solutions. MBFWRussia has just finished its last season in Moscow, and everywhere, thanks to a historic partnership with TikTok. Here are the highlights of a week that enthusiastically challenged the borders, borders and perspective of post-pandemic fashion.
Where do you come from ?
Technology demands that we begin to rethink the meaning of the terms local and global. While some in-person exhibitions were held at the Moscow Museum, the scope of the week was much larger. Brands from 20 countries presented their collections remotely with representations ranging from Poland to Nigeria to Chile. There was also a special advent of talents from the Urals region in Russia. The participants of the Long Fashion Weekend in Chelyabinsk had the chance to impress a much wider audience. For such a massive market position as Russia (or Brazil, China, India), regional projects are a higher priority than foreign cooperation. Moscow does not give in to this either. For the first time, a #MBFWRussia occasion took place live in Milan! A combination of iconic Italian logos like Collini or Vuarnet and newcomers like Daniela de Souza or Hand Picked have brought their love of logos to the Sari Spazio showroom. Another victory for international fashion relations was a show co-produced with Mexico City Fashion Week that revived and reaffirmed Russia’s cultural ties with Latin America.
“Moscow has been a wonderful starting point for many expert Russian brands. Since the launch of our foreign program, emerging fashion designers from elsewhere have also taken their first steps here. Annais Yucra of Peru, Linus Leonardsson of the United Kingdom, Alvaro Mars of Spain or south Korean painters are among the most promising names today. As a result, Moscow gives the ability of other parts of the world a state-of-the-art global platform to express themselves,” says Alexander Shumsky, president of the Russian Fashion Council and Mercedes-Benz Fashion Week Russia. So where exactly is an opportunity to take a position in various positions?Long-term fashion is global.
What flavor (like) do you paint?
Technology is transforming not only the way we communicate, but also the way we produce, consume, and even conceptualize content. For example, this season’s background sounds were created through artificial intelligence in the Endel app – an industry first! At the moment, #MBFWRussia has partnered with TikTok to host Fashion Month 2. 0. As a component of its line, the platform featured a 5-day truth television series, Designer’s Journey, focused on sustainability in all facets of the fashion lifecycle. This new educational format has drawn more than a million viewers to scenes for mood boards, editorial meetings, adaptations, distribution centers and more. Among others, the “show” featured industry experts such as Olga Mikhailovskaya, Global Talent Manager at Russian Fashion Council, Anton Gulevskiy, Harper’s Bazaar Russia Fashion Editor, and Anna Baturina, New Media Director at InStyle Russia. They have collaborated with several more down-to-earth Russian TikTok creators: @elsarca, @flaffyx, @sluckysss, @riwww, @ vlad. hoshin, and others with an impressive combined following of over 20 million people. This type of policy was once reserved only for state media. Long-term fashion is uncensored and straightforward as content types become more transformed.
Is he still inside?
Regardless of all the digitization, the “old and good” garments took center level and stole the show. MBFWRussia is known as a platform that cultivates new skills through grants and competitions. This season, the advisory committee invited emerging designers: 1377, Ansel, Boyari (organic appleskin clothing!), Fashion Rebels, Gerda Irene (fashion activist with single-copy garments), K Titova, Lyubov Babitskaya, Marfa Fedorova, o5oArray OTOCYON and ZA_ZA.
Designer Sasha Gapanovich brings her collection from the Far North: “My appearance is dictated to the land of permanent winter where I grew up with snow and ice nine months a year. I’m satisfied with the in-person exhibits!themselves in the environment that provides a sense of belonging to beauty and creativity.
Another ordinary exhibition, through Vereja, brought to light elegant knit garments. “We painted with the cultural codes of small provincial towns and images of rural Russia in the 1990s. Traditional tablecloth dresses, dacha rubber boots and grandmother’s fairy tales. Russian folklore trend now,” says Igor Andreev, founder of the brand.
Among those who have coveted the regulars on the Moscow catwalks, several exhibitions have been greeted with special enthusiasm. Alexandr Rogov, one of the first post-Soviet stylists, also turned his know-how into a lucrative design career. His new collection was more reserved than usual, however, possibly that would be precisely what time was all about.
The Nikolay Legenda logo maintains the unisex romantic atmosphere in the increasingly tense national cultural climate. “The atmosphere is elegant after the age of forty, carefree trench coats, comfortable velvet jackets, encouraged through the film Only Lovers Left Alive. We grew up in St. Petersburg, backstage in concert halls in an era of maximum freedom. I liked the concept of a musician locked up at home enjoying all his old records,” explains Olga Kapitonova, Nikolay Legenda’s artistic strength. Seamstress Elena Souproun has given new inspiration to her legion of enthusiasts among Moscow’s artistic elites. Between the experimental “new” and the familiar “old”, the state of Russian fashion is strong.
I have worked as a journalist in virtual and print publications, public publications and marketing for over a decade. I’ve written a lot and informed about fashion and
I have worked as a journalist in virtual and print publications, public and marketing for over a decade. I have written extensively and informed about fashion and emerging markets, as well as fresh culture, lifestyle, diplomacy, education and the arts. founder and editor-in-chief of DEPESHA mag and I effectively presented the brands Thom Browne, Rubin Singer and Custo Barcelona in Russia, as well as Nicola Formichetti’s pop-up shop in New York. I’ve been interviewed and published in dozens of publications, adding The New York Times Russia Beyond The Headlines Edition, Forbes International, The Huffington Post, Women’s Wear Daily, The Official, Vogue, Wall Street Journal, CNN, Yahoo Style and Examiner. For Forbes. com, I write about emerging fashion markets Email me at stephan. rabimov@gmail. com to be a part of my world.