The spring season of Mercedes-Benz Fashion Week Russia is going phygital on April, 19-24.

Shows of the new season of Mercedes-Benz Fashion Week Russia are scheduled on April 19-24 at the Museum of Moscow. Besides the main program in Moscow, the shows will take place in Kazan, Nizhny Novgorod, St. Petersburg, and Sochi. The united MBFW Russia’s program will include live-streamed shows by designers from Italy, Spain, France, and other countries.

Kristina Revva

50+ designers are expected to join MBFW Russia this time. New collections will be presented by RUBAN, /SELFÉTUDE, N. LEGENDA, NASTYA NEKRASOVA, ÓNOMA, SERGEY SYSOEV, Yana Besfamilnaya, ELENA SOUPROUN, HARD BY HSE ART AND DESIGN SCHOOL, JULIA DALAKIAN, ALENA NEGA, Lena Karnauhova, Mercedes De Alba, B&D Institute of Business and Design, and others. Mercedes-Benz is also delighted to present Emma Bruschi for the first time on the MBFW Russia schedule – a designer acknowledged by Mercedes-Benz and Fashion Open Studio for best eco-sustainable practices at the International Festival of Hyères. On April 7, designers will be announced that won the grants for participation in Mercedes-Benz Fashion Week Russia.

The virtual venue of MBFW Russia will be a unique digital platform with gamification elements, exclusive materials from designers, as well as content and insights offered by industry experts. At the digital platform, MBFW Russia live streams from anywhere globally will be available. Moreover, interactive online features will offer a dive into the spirit of the event. You can register at right now, all the features will become available on April 20.

Ksenia Krutova

“2020 was tough for the entire industry, and Russian designers are no exception. It was a challenge for the Fashion Week team – we managed to arrange a phygital MBFW Russia in autumn 2020, and we also seized the moment to develop our project and support designers online. This year, we’ve focused on starting a large-scale transformation of Fashion Week. MBFW Russia is switching to a closed production cycle, bringing sustainable fashion into the spotlight. Besides, we extend our presence in the digital space, and this is also a part of our sustainable development concept for the fashion industry,” said Alexander Shumsky, President of the Russian Fashion Council and Mercedes-Benz Fashion Week Russia, Co-founder of Fashion Fund.

Andrey Berezkin
Andrey Berezkin

This time, the traditional symbol of Fashion Week – the Infanta – was designed by artist Kirilll Zukclub (aka Well Known Artist). Digitalization, ethical fashion, inclusivity and diversity – these are the guidelines followed by MBFW Russia that inspired the artist in making the digital look for Fashion Week. The Infanta is modern and yet somehow embodies the trend for nostalgia for the past – her dress is decorated with some graffiti and interfaces of legacy digital design software.

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Andrey Berezkin

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