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28.06.2018 | Оксана Шевлякова

Fashion Weeks in Russia, spring 2018

Fashion is changing rapidly these days. Spring shows are replaced by summer ones, and autumn ones are just around the corner. On the eve of the next season, we will analyze four Russian fashion weeks, which I consider to be the main ones: MBFWRussia, Moscow Fashion Week, SPbFW and SFW.

 

 

The main task of all fashion weeks in the world and in our country is marketing of a special format. It allows you to promote a brand or a designer's name. For domestic events, it is also a great opportunity for designers to tell that we have talented and creatively thinking people in our country.

 

Today it is no secret that there are designers in Russia who are worthy of representing our country on the world catwalks. And it does not matter at all which of the sites they are represented on. The collections they produce would adorn any of the most high-status sites. But the same fashion industry, in the global understanding of this term, we do not have in Russia yet. The question arises: "Why?"The answer to it is both simple and complex at the same time. Because we have:

  1. there are no factories where to produce this designer product;
  2. there are nohands that will produce the same designer product, seamstresses, tailors, cutters, technologists, designers, knitwear, desinators, shoe makers, textile workers, confectionists and many, many other specialists who provide the "rear" of the designer;
  3. there is nonormal fashion and industry education. Moreover, everyone understands that the time has already come to qualitatively change the entire approach to this education and popularization of all technical specialties and professions;
  4. there is no adequate understandingthat the fashion industry is as serious a business as many others. For example, oil. And fashion requires the same thorough approach to all issues: idea, product, finance, production, advertising, marketing, promotion, sale and the like.

Here when the understanding of all this comes, then, maybe, a real fashion industry will appear in Russia, which will be the real sector of the country's economy, bringing profit to the owners and income to the budget of our country. As it happens in France, Italy, Spain, Portugal and China, which has become a large garment factory for the whole world over the past 25–30 years. I hope that our government will pay the same attention to our fashion industry as the governments of these countries.


But let's go back to the main Russian Fashion weeks and tell a little about each of them.

 

MBFWRussia     Moscow Fashion Week and SPbFW    SFW – Sochi Fashion Week

 

Mercedes-Benz Fashion Week Russia was held from March 10 to March 17, 2018 at the Central Exhibition Center "Manege".

 

 

The biggest advantage of MBFWRussia – this is a great location.

 

Among the disadvantages: the organization of the backstage area space is not very good this year, very cramped dressing rooms, problems with the use of additional professional equipment. I would also like to note the insufficiently trained staff preparing designer collections for shows, and the insufficient number of personnel assigned to the designer.

 

Opened Fashion Week with a big retrospective colorful showVyacheslav Mikhailovich Zaitsev, was closed by the world-famous designerIgor Gulyaev. Of the interesting shows, I would like to mention the collections Yulia Ivanova, Artem Shumov, Ksenia Seraya, Julia Dalakian, Anastasia Dokuchaeva. Graduates of Vyacheslav Zaitsev's Fashion Laboratory were pleased this season, they again demonstrated that Vyacheslav Mikhailovich is also a very talented teacher who knows how to pass on his knowledge and experience to young people. Separately, I will note the shows of young designers in the framework of MBFWRussia at the Museum of Moscow This is a different view of our youth on fashion and its essence. The creativity of MAGNETIC WEAR, VOLCHOK, TURBO YULIA, 21DOT12 and Kirill Mintsev deserves special appreciation from professionals.

 

 

The combined show of designers from South Africa AFRICA EXPLOSIONdid not meet expectations. Perhaps we were just waiting for something enchanting from this show...and it didn't happen.

 

The main disadvantage of MBFWRussia can be called poor information support due to the deprivation of accreditation of specialized Russian media and the almost complete absence of buyers, which negates the meaning of designers' participation in the event.

 

Photo: MBFWRussia