OHLALA spent an unforgettable week in the picturesque city of Moscow, fully immersed in the world of fashion.
At OHLALA, we possess a genuine passion for fashion, always ensuring we have a finger on the pulse of the global design market and current trends. After all, what’s not to love about this vibrant world of colour, style and innovation?
This month, thanks to the team at Fashion Fund, we were invited to attend two prestigious events in the Russian capital, Moscow. These exclusive occasions were the BRICS+ Fashion Summit and Moscow Fashion Week. This trip turned out to be a wonderful experience, exposing us to an array of new ideas, beautiful intentions and fabulous designs.
Moscow
After landing in the enchanting city, we were in awe of the stunning architecture, the rich cultural heritage and the overall exciting feeling of being far away in a magical new location. In truth, we could have spent our entire trip exploring and experiencing Russia’s largest city, however, we were there for a higher purpose.
BRICS+ Fashion Summit
First up on our busy agenda was the BRICS+ (an intergovernmental organisation comprising Brazil, Russia, India, China, South Africa, Iran, Egypt, Ethiopia and the United Arab Emirates) Fashion Summit. This collective occasion saw leaders from more than 50 countries coming together to form a new association, one that signals the latest evolution of the emerging fashion economy through the BRICS IFF – BRICS International Fashion Federation. The goal – “to change the centre of gravity in the fashion business, promote international cooperation, increase efficiency, improve sustainability and create new opportunities for the new generation of designers.”
“The need for such a fashionable alliance of emerging countries is long overdue,” said Sunil Sethi, Chairman of the Fashion Design Council of India. “Brands, designers and markets all face similar challenges – from supply chain disruptions to environmental issues – that are easier to solve together. The fashion world is focused on a few hundred global brands, so emerging markets need their own platform to make our voices heard.”
The event took place over three days in October, and we experienced an array of informative sessions and talks focussed on the creative world of fashion.
“By the time we reached the sixth and final day of Moscow Fashion Week, we were enthralled by the fashion world and were wholeheartedly behind the quest to stimulate the growth of emerging markets.”
Day One
The opening day included a robust business programme attended by heads of fashion associations from diverse countries, including China, Egypt, Guatemala and South Africa. With no less than 14 planned sessions, we experienced a full day focused on the fashion world and related subject matter, expanding our understanding of emerging designers and markets. Along with the engaging business programme sessions, attendees were treated to the launch of the International Exhibition ‘Heritage’ that showcased collections from over 40 designers.
This outstanding exhibition highlighted the impact of national and cultural history from BRICS+ nations and emerging countries in Africa, Asia and Latin America on contemporary clothing design.
Day Two
On the second day, we again attended 14 fashion-related sessions along with a series of informative TED talks.
These 14, second-day sessions within the BRICS+ Fashion Summit’s business programme provided speakers with a platform to share ideas and spark new discussions, significantly strengthening professional connections among representatives from over 100 countries present in Moscow.
The TED Talk Series ensured participants engaged in discussions around various innovative concepts, including barter systems, self-regulation of finances and the potential role of cryptocurrency in fashion financing.
They also explored the idea of reframing failures as successes in specific contexts, highlighting a shift in mindset that can drive creativity and resilience within the industry.
Day Three
On the third and final day of the event, attendees were able to take in several more sessions as well as further informative TED talks.
These sessions covered a range of topics such as how to use AI in retail, how influencer marketing works, insiders’ perspectives on the luxury industry, cross-cultural exchanges through international events and building relationships with Russian buyers, amongst others.
The TED talk series also continued on the last day of the summit. This final chapter in the series covered researching the target audience of a fashion brand. The session focused on practical techniques for understanding those target audiences.
With so much information and experience packed into a three-day schedule, it was no wonder it seemed to be over in the blink of an eye. Still hungry for all things fashion, we were super excited to make our way to the second of the two prestigious events, namely Moscow Fashion Week.
Moscow Fashion Week
We aren’t afraid to admit that attending the third Moscow Fashion Week was a huge thrill and privilege for us fashionistas. Divided into six unforgettable days, we were spoilt by the diverse list of designers from the great country of Russia and beyond. We did our very best to attend as many of the fashion shows and business events as we could over the course of the week.
“Moscow Fashion Week features a dynamic lineup of fashion shows and business events as part of the Fashion Summit, attracting 200 industry representatives from Russia and around the globe. This diverse group includes designers, international fashion associations and textile manufacturers. Establishing connections with the latter is particularly crucial at this time. Given the shifts in logistics chains, we anticipate that sourcing materials and accessories will not pose any difficulties,” said Alexei Fursin, Minister of the Government of Moscow and Head of the Moscow Department of Culture.
Day One
First up on day one was the Russian brand Loom by Rodina, who had the honour of opening the Fashion Week. The impressive collection showcased during the event paid tribute to Russia and its values, highlighted by a powerful performance from an opera singer from the Bolshoi Theatre.
Throughout the day, we were exposed to one exciting brand after another from various emerging fashion markets. These included Brazil, Dagestan, India, Indonesia and South Africa.
Day Two
The second day of Moscow Fashion Week was made up of a variety of exciting events. These included a market where attendees could view and purchase clothes and accessories from Russian brands.
Another feature of the second day’s lineup was an international showroom, providing local designers the opportunity to connect with buyers and explore future collaborations. Designers from the cities of Chelyabinsk, Kazan, Moscow, Nalchik and Rostov-on-Don, along with two brands from Costa Rica and the UAE, showcased their work through visually spectacular fashion shows.
We also got to experience four new lectures and a masterclass held in the Moscow Fashion Week Lecture Hall.
Day Three
By the third day, we were in full fashionista mode and delighted to attend another impressive array of outstanding collections.
Along with a variety of runway shows, we took advantage of the opportunity to explore the market, enjoy collection viewings in the showroom and attend insightful lectures presented by leading industry experts.
Amongst the many highlights was the course led by the legendary Kelly Cutrone, founder of the PR agency People’s Revolution and a former representative for renowned brands such as Longchamp, Vivienne Westwood, Valentino and Paco Rabanne (as it was formely known).
Day Four
A diverse range of shows awaited us on the fourth day. With brands not only representing the country’s capital but also regional brands from Cheboksary, Elista, Kirov, Omsk, Tver, Uchkeken and Yakutsk.
The before-mentioned open market, featuring Russian brands and the international showroom facilitating business collaborations between designers and buyers, continued creating a platform for deals and opportunities. Adding even more value to the day, were four new lectures, emphasising the educational aspect of this international event.
Day Five
Still buzzing from our full itinerary of fashion fabulousness, we went into day five expecting great things, and once again, Moscow Fashion Week did not disappoint.
On the fifth day, we were privileged to watch brands from Moscow, Khanty-Mansiysk, Krasnoyarsk, Saratov, St. Petersburg and Tyumen exhibit their most recent collections. We were hugely impressed by what the designers managed to create and were in awe of the amount of talent showcased at this event.
Once again, the open market was humming with activity as attendees appreciated and purchased clothing from both Moscow and regional brands. Adding further to the day’s stellar itinerary were the discussions held at the international showroom between designers and buyers over potential collaborative ventures. It was fascinating to watch these collaborations form in real time, creating lucrative opportunities for many deserving brands and creators.
Lastly, three informative sessions were held in the educational Lecture Hall. These informative talks focussed on the theme of traditional Russian costumes and their modern interpretations.
Day Six
By the time we reached the sixth and final day of the event, we were enthralled by the fashion world and were wholeheartedly behind the quest to stimulate the growth of emerging markets.
Ensuring the week was finished off in style, event organisers arranged for brands from Moscow, Nalchik, St. Petersburg, Yakutsk and Yekaterinburg to showcase their latest collections. We attended as many as possible, enjoying each as much as the last.
Four new lectures were conducted in the educational Lecture Hall, much to the delight of attendees. Topics included ‘What Luxury Looks Like’, ‘Creative Thinking as the Basis of a Fashion Collection’, ‘Clothes with Patterns for the Fall-Winter Season 25/26’, and ‘From Embroidery to Haute Couture: How Fashion Becomes the Guardian and Interpreter of the National Spirit’.
After the whirlwind of runway shows, business programmes, TED talks, open discussions, networking and all-around fashion discussions, we floated to the airport with half a mind to start a fashion empire of our own. Upon reflection, it was obvious how successful Moscow Fashion Week had been. The event managed to inspire many countries, companies, brands and individuals while creating and nurturing new relationships and opportunities that will play a huge part in establishing the desired foundation for emerging markets to flourish.
For more information,
please visit www.fashionsummit.org/en and www.moscowfashion.ru/en
@mbfwrussia