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The Rise of Russian Fashion Design |  |
May 1, 2007
by Alayna Buckner
Design Programs Columnist
Trendsetters. Up-and-coming designers. Chic and stylish fashionistas. Russians?
That's right, Russian fashion designers are bursting onto international runways from Moscow to Miami, and tearing down traditional ideas about Russian fashion in the process.
The creativity and ostentatiousness of Russian fashion design has been awakening in the two decades since communism ended there. Natalia Vinogradova, president of the Russian Association of Fashion Houses, says "Only two countries, Russia and Italy, have a similar mentality. We really love to decorate ourselves."
Fashion Week in Moscow
More than 80,000 people, 650 journalists, and 49 fashion houses came to Moscow's March Fashion Week. This event is similar to its sister events in Paris, New York, London, and Milan. The goal of Moscow Fashion Week is to promote Russian fashion designers, continue developing the Russian fashion industry, and present the best of world fashion on the runway.
Journalists, fashion design buyers, and marketing representatives attend multiple runway shows each day. The frequent business meetings and contract signings mean the week is a big event not only for fashion's design side, but its marketing side as well.
Fashion Design and Marketing
The organizer of Russian Fashion Week, Alexander Shumsky, says, "Three years ago most Russian designers thought fashion was art. Today, at least half of them understand that it's a business."
A similar emphasis on the business requirements of fashion design and marketing is seen in the recent efforts by one of Russia's premier fashion houses, Vermina, to reach markets outside of Russia. Vermina is strutting the runways around the U.S. with the hope of expanding here, since the market is larger than in Western Europe.
If you're interested in a career in international fashion, consider enrolling in a fashion design school today. Maybe you can show the Russians a thing or two.
Sources
About the Author
Alayna Buckner graduated from Stanford University with a degree in Public Policy and Philosophy and now lives and works in Washington DC.
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