Map These 6 Emerging Designers Discovered at MBFWRussia
It is no secret the fashion industry has taken a significant hit due to the pandemic of 2020. Fashion houses and fashion weeks worldwide have had to adapt to the “new norm” to stay afloat.
Mercedes-Benz Fashion Week Russia is the first to successfully experiment with new fashion week formats incorporating digital presentations, live streaming, and other tech-forward initiatives.
In late April, Russia concluded its season, which presented a mix of live and digital shows. While in-person presentations were limited, they mostly took place at the Museum of Moscow. Brands from 20 different countries showcased their collections via live streams, fashion films and were streamlined at 100+ global media sites and networks like Tiktok and VK.
The online venue of the event offered its viewers a downloadable mood board-making guide and inspo finding checklist and a music playlist made by designers taking part in MBFW Russia.
Another treat for the visitors of #MBFWRussia was online games and quests allowing its visitors to tap into their creativity and style. Various sounds for online games as wells the impressive backdrop of the main runway stage were all generated by Artificial Intelligence in the Endel app.
Mercedes-Benz Fashion Week designers and the Russian Fashion Council have focused on sustainability and responsibility season after season. Emerging designers Mesew Butenko, Tkachuk, Icone, and Arina Georgieva, in collaboration with Laska, presented their NOT NEW Collection of 20 exclusive looks, specially designed from the garments showcased during previous Mercedes-Benz Fashion Week Russia seasons. The underlying concept in this collaboration is #RethinkFashion that supports and promotes reasonable consumption.
The creativity and lineup of young emerging talent was very notable this season.
“Supporting emerging talent has always been a focus of Mercedes-Benz Fashion Week Russia,” says Aleksander Shumskiy, the president of the Russian Fashion Council.
Undoubtedly, in these challenging circumstances of the fashion industry, to actively support emerging brands is crucial and the platform at #MBFWRussia promotes a cross-cultural exchange among talents.
The cohort of stand-out designers includes a mix of Russian and global talent. Most of these designers offer see-now-buy-now business models and are defining the new “cool” in fashion.
This Russian designer showed her collection via an online presentation, showcasing her signature transformer items, elegant cropped blazers and sexy silhouettes. Yana’s vision is very unique and is one of the favorite on this list.
o5o – a brand from the eastern city of Yakutsk. The collection is inspired by 2000s and is all about using upcycled and recycled materials. Washed out wide leg denim, edgy corsets and modern stitching techniques set the tone for one of the most forward thinking collections of this season. Masha, the young designer behind the brand is also the one to style the show. Horse hair manicure, yes please!
Designer Olga Kapitonova from N.Legenda is erasing the line of masculinity and femininity with her gender fluid collection that strikes with its sharp cut lines, blazers belted at the waist and sparkling mesh tunics.
This decade old Moscow based brand is run by sisters Alisa and Julia Ruban. They have been at the forefront of establishing Russian made fashion. This collection is especially memorable for its elegance, movement and use of delicate fabrics. Quintessential yet refined are some of the distinguishing words to describe Ruban clothing.
One of the most recognized stylist in Moscow, Rogov who is also an established fashion designer. Rogov presented a show stopping collection that included eye catching details like wide rim bibs on oversized blazers, flowing dresses with exaggerated sleeves and an a la mode vibe that is very true to Rogov’s vision.
1377, a menswear brand from Volgograd, presented their collection that is inspired by the Soviet propaganda prints of the beginning of the 20th century. Organic prints, mix of textures and edgy cuts made up for a very fresh and modern garments.
Za_Za collection bursted the runway with color and whimsical prints. Bringing you both back into your childhood and into the future with its puffy shoulders and futuristics cuts.
Supporting emerging designers is crucial for the future of the fashion industry. Mercedes-Benz Fashion Week Russia provides a platform that empowers and promotes the next generation of creative market players.
Images are courtesy of Mercedes Benz Fashion Week Russia
Thank you for reading and keep styling,