The Government of the Sverdlovsk Region and the Administration of the city of Yekaterinburg have launched an All-Russian competition for designers and brands. This significant event will take place within the framework of the International Fashion Week UF LAB. Applications are accepted from April 3 to June 23, 2024.

Designers and brands specializing in the production of men's, women's and children's clothing will be able to try their hand, the main thing is that they are registered as entrepreneurs (small and medium-sized businesses) or as self-employed, and can also present a collection consisting no less than ten ready-made bows or ten sketches.

The winners will be determined by an expert council represented by representatives of the fashion industry and the business community, as well as the organizers of the UF LAB fashion week themselves. All members of the jury are highly qualified, so they will be able to competently evaluate the work presented by designers and brands in terms of marketing, quality and uniqueness of the collection, content packaging, and visual presentation of the material.

The results of the U'fashon will be announced on August 23. The top 15 participants will have the opportunity to showcase their collections in the Domna creative cluster during the final UF LAB show. The winners will also receive cash prizes totaling 2.2 million rubles, a photo shoot from the popular photographer Sergei Autrash, an interview on the resources of the Kommersant publication, a special prize from the glossy magazine The Voice and the development of a communication strategy from the KONTORA PR agency.