Mercedes-Benz Fashion Week Russia

New designer collections, video games, interactive digital platform

10:52 | 16/04/2021 Events

(VEN) - Mercedes-Benz Fashion Week Russia is taking place on April 19-24 at the Museum of Moscow. The designers will show their new collections in Moscow and other Russian cities - St. Petersburg, Nizhny Novgorod, Kazan, Sochi, and Chelyabinsk.

The MBFW opening on April 19 will parade the Moscow-based brand Ruban. On April 20, #MBFWRussia shows will take place in two cities - Milan and Moscow. Italian Collini, Hand Picked, Daniela de Souza, Vuarnet and others will bring in their collections to a Milan-based Sari Spazio showroom. The shows will be live streamed at the MBFW website as well as partners’ websites (http://mercedesbenzfashionweek.ru/en, http://mbfwrussia.ru/en, https://russianfashioncouncil.ru/en). On April 21, shows by designers participating in LongFashionWeekend will be live streamed from Chelyabinsk.

The united MBFW Russia schedule includes live streams of shows and video presentations by designers from Argentina, Belgium, Chile, Cyprus, France, Germany, India, Israel, Italy, Japan, Mexico, Netherlands, Nigeria, Peru, Poland, the Republic of Korea, Spain, UK and USA.

All the shows and presentations will be live streamed in the MBFW Russia official group in VK, major social media of Russia and the CIS, as well as other social media and partners’ websites.

new designer collections video games interactive digital platform

MBFW Russia starts online games of its own

On April 20, an interactive digital platform of the Fashion Week will be launched at https://mbfwrussia.ru/en, telling more about the participants and the designer profession, introducing fashion and sustainable development experts, and offering invitations to the shows.

Mercedes-Benz Fashion Week Russia will be the first fashion week in the world to present online games - Catch the Inspo, Pattern Maker, and Sewing Adventures. The users that win the most points will be awarded gifts and invitations to the future seasons. Sounds for online games, the main background of MBFW Russia were generated by Artificial Intelligence in Endel app.

Visitors of https://mbfwrussia.ru/en are offered interactive insights on a fashion designer profession - in 5 days, the users will have to find an inspiration source, draw up some sketches, and get the collection and the concept ready for the show. The digital platform will also contain subject guides, playlists, tests, exclusive materials prepared by designers, fashion industry officials and experts on sustainable fashion and ecology.

Emerging designers will present their new collections at MBFW Russia

Together with Fashion Fund, in this season Mercedes-Benz Fashion Week Russia is once again offering grant support to designers from all over Russia. The Expert Board has decided 14 winners, namely 1377, Ansel, BOYARI, FASHION REBELS, Gerda Irene, K TITOVA, Lyubov Babitskaya, Marfa Fedorova, o5o, OTOCYON, Sasha Gapanovich, Vereja, ZA_ZA, and It is ART PIECE. Grants from Fashion Fund will enable Russian designers from Moscow and other cities to bring a show to Mercedes-Benz Fashion Week Russia without participation fee.

Key image in the new season

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

PV