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Fashion Week Russia: phygital shows, experiential platform and video games


April 22 2021
Fashion

Mercedes-Benz Fashion Week (MBFW) Russia is taking place from April 20 to 24 in the Moscow Museum and on the platform mbfwrussia.ru. The spring edition features a mix of in-person events and digital shows involving more than 50 designers not only from Russia but all over the world (Argentina, Belgium, Chile, Cyprus, France, Germany, India, Israel, Italy, Japan, Mexico, Netherlands, Nigeria, Peru, Poland, South Korea, Spain, UK, and USA). National creatives include Ruban, Rogov, Vereja, N.Legenda, Otocyon, Za_Za, and Yana Besfamilnaya.

In addition to the main venue in Moscow, there are also fashion shows in St. Petersburg, Sochi and, Kazan, along with MBFW Russia’s digital platform. Accessible to a global audience, this interactive platform continues MBFW Russia’s commitment to a new generation of design talent, including exclusive material from the participants, industry insights, and fashion shows in live streaming, introducing fashion and sustainable development experts, and offering invitations to the shows. The platform offers users to catch inspiration, draw some sketches and create a collection.

Mercedes-Benz Fashion Week Russia is the first fashion week 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.

This season, for the first time, Mercedes-Benz presents Emma Bruschi. This showcase during MBFW Russia is part of Bruschi’s grant, having been recognized by Mercedes-Benz and Fashion Open Studio for her sustainable practice as the best in the show during the mentorship programme at the 35th International Festival of Fashion, Photography and Fashion Accessories in Hyères. Bruschi also won the Chanel Métiers d’art 19M Prize. Fascinated by the people, flora and, fauna of agricultural communities, Bruschi’s “Almanach” collection looked for inspiration toward the farmers of the French Savoyard region, and their yearly almanac. Filmmaker Roddy Ziebell and photographer Julien Boudet bring Bruschi’s story to life through their distinctive creative lens.


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Photo cover: courtesy image
Photo above: Mercedes-Benz presents Emma Bruschi at MBFW Russia. Courtesy of Mercedes-Benz