Translation. Region: Russian Federal
Source: Moscow Government – Government of Moscow –
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On the last day of summer, the first collective fashion show of the capital's designers from the "Made in Moscow" project took place on Bolotnaya Square. It became part of Moscow Fashion Week. Stylists presented over 50 looks. The number of local brands that presented products for their creation exceeded 35. Among them were clothing manufacturers (Vassa
For entrepreneurs, support at the start is very important, including various free promotion tools that they receive as part of the Made in Moscow project to attract customers. Thus, young Moscow designers present their products free of charge at key central venues in the capital in art pavilions as part of the seasonal projects Summer in Moscow and Winter in Moscow, as well as in five brand stores in residential areas and the Lomonosov cluster. In addition, local fashion brands receive broad information support. All this helps them increase recognition and sales. Brands also have the opportunity to participate in industry exhibitions and forums.
The general concept of the show reflected the key idea that the capital has everything necessary to implement fashion ideas taking into account global trends, and most importantly, all the products are created and invented in Moscow. The designers presented images for a resident of the metropolis for all occasions. These are strict sets for business meetings and interviews, and evening dresses for the red carpet or going on air, and practical everyday clothes for work or a walk around the city. Thus, in the new collections of Moscow designers – massive sheepskin coats, laconic floor-length fur coats, elegant suits with lace and fur in autumn colors. For an evening look – long dresses in metallic and wine shades with a skirt made of faux fur. Capital brands also presented bright accessories, such as fur capes and handmade beaded jewelry. The show was closed by a young couple in modern groom and bride outfits. The 65-year-old model Natalia from the Royal Posture school of the Moscow Longevity project also took to the catwalk.
"When creating the images, we were inspired by our beloved Moscow – its fast pace, filled with events and impressions. A little – by our old movies, which we love to watch with our parents on TV. Our heroes have just returned from vacation, just like us: their hair remains naturally careless, with light sun glare, and their skin retains a warm tan. They are in a hurry about their business – each to their own place – and want to be everywhere. They are still wearing summer open sandals, but something warm and fluffy is already thrown over their light clothes, because, having left the house early in the morning, you can return late at night, and the Moscow weather can change the heat to coolness in an instant," said the show's stylists Misha and Kitty.
They emphasized that local brands have long since confidently taken their place in the wardrobes of city residents and guests of the capital. The modern consumer wants to get things with their own history and character. The brands that will produce them will become the new norm of fashionable life.
The audience was shown strict suit groups and exquisite handmade lace. The images were complemented with natural fur, sheepskin coats, wool coats and cashmere. Particular attention was paid to footwear: manufacturers presented models with and without heels, ballet flats and flip-flops from local brands.
A team of star stylists led by international master Kira Gonchar created 50 unique catwalk looks. The style of a modern Muscovite is flowing curls, careless buns and ponytails. The models' hairstyles were prepared by the capital's manufacturer of skincare products Ice Professional by Natura Siberica, a participant in the Made in Moscow project. According to Marina Lazaruk, the brand's managing brand director, participation in the Made in Moscow project show helped increase brand recognition in the fashion industry.
Products from the capital's designers, which were presented at the fashion show, can be purchased at the market in Zaryadye until September 2, as well as in the Odezhda art pavilion on Kuznetsky Most until September 14.
"Made in Moscow"— a project to promote local brands. Today it has more than 7.5 thousand participants, and the site contains over 36 thousand products created in the capital. Entrepreneurs have access to many free promotion tools provided by the city: placing products on the portal and in brand stores, mentions in the media and social networks, outdoor and online advertising, participation in the largest capital markets, fairs and exhibitions, and much more.
"Summer in Moscow"— the main event of the season. The project is aimed at strengthening social and family ties, as well as the personal development of its participants. Thanks to a variety of programs, including educational, cultural and sports events, it unites Muscovites and guests of the city of different ages, social groups and creates conditions for obtaining new knowledge, creative growth and an active lifestyle.
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