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Russia's First Online Fashion Week To Go Ahead This Week

By Vusala Abbasova April 3, 2020

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The first purely digital fashion extravaganza in Russia will showcase mesmerizing collections of the latest in clothing fashion for the 2020 spring and summer season.

The Russian Fashion Council with support of the Fashion Fund has announced that the first purely digital fashion week in Russia is set to be live-streamed on April 4-5, amid the COVID-19 epidemic, in order to encourage social distancing to slow the spread of the sickness.

"We encourage to support Russian designers not only with familiar #MBFWRussia [Mercedes-Benz Fashion Week] tag but also with #stayhome and #stayhomeinfashion tags," Alexander Shumsky, president of MBFW Russia and executive president of the Russian Fashion Council, said on Wednesday. "Attend designers' presentations from home, get ready, choose a look for a show or a street/homestyle one, post a photo, share and like - all this will support talents in the current circumstances."

With no clear end in sight to the quarantine measures now taken in an effort to curb the spread of coronavirus pandemic in the world's largest country, the Russian Fashion Council, in cooperation with the partners and fashion designers participating in the 40th edition of Mercedes-Benz Fashion Week Russia, made a decision in mid-March to cancel in-person events previously announced to take place from March 31 through April 4 at Moscow’s Manege to ensure the well-being of all those involved.

The first purely digital fashion extravaganza in Russia will showcase mesmerizing collections of the latest in clothing fashion for the 2020 spring and summer season. The two-day event will feature fashion collections designed by Igor Gulyaev, RUBAN, Elena Souproun, N.Legenda, Alena Chipura, Yana Besfamilnaya, Valeria SAAD and others.

Video presentations of Moscow and Russian fashion designers will be streamed live at aizel.ru – the leading Russian online designer fashion retailer- and MEGOGO, the major media service, while selling items from the current season is supposed to begin in the nearest future.

In addition, thanks to the collaboration between MBFW Russia and #Moskvastoboy (Moscow is with you) project, which updates every day more and more online events featuring various venues, video presentations of newest runway-ready collections of Russian fashion designers will be posted at the project’s website stayhome.moscow.

Meanwhile, it was initially planned to stream presentations and private shows, which designers had prepared to showcase at Moscow's Manege. However, the organizers had to renounce the idea of live streams from showrooms and private venues due to the new restrictions applied in Moscow.

"Arranging one live streaming takes at least 10 to 15 people, including models, makeup artists, camera operators, etc," explained Shumsky. "The best thing that the fashion industry can say to the world today is #stayhome, stay home and be responsible. Our whole online event was prepared remotely."

A popular virtual model Aliona Pole will play a host for the first-ever live stream of MBFW Russia shows and share her favorite looks with the audience. Aliona has also created her personal capsule collection of digital clothes and is going to wear it for the first time at the fashion week. Clothes for Aliona have been made by means of computer graphics and neuronets.

More than a hundred Russian media, including Vogue, Harper’s Bazaar, InStyle, Cosmopolitan, Grazia, WMJ, Izvestia, Kommersant, Vedomosti, Rossiyskaya Gazeta, Moscow 24 and others, along with some international media, will support Russian designers.

Mercedes-Benz sponsors similar fashion events to showcase the work of local designers in Australia, Germany, Mexico, Turkey and other nations. However, the events of the international program were postponed to the next season.

Meanwhile, the decision to showcase this year's collection online came at a time of coronavirus outbreak that has already infected more than 4,100 people in the world's largest country and claimed 34 lives. As the new deadly virus known as COVID-19 continues to spread, Russian authorities have followed Europe's lead and canceled a range of sporting and cultural events. Along with the preventive measures, Russia's capital city of Moscow has banned large gatherings in a move to prevent the spread of the virus.