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Mercedes-Benz Fashion Week Russia creates history with first ever collaboration with TikTok


Mercedes Benz Fashion Week Russia creates history with first ever collaborationThe recently concluded Mercedes-Benz Fashion Week Russia in Moscow was unique in many ways. The event not only live streamed its shows and presentations on 110 websites in Russia and abroad and in VK, but also for the first time it collaborated with TikTok app for short video making and watching to launch #ФэшнВикХауз (in Eng. #FashionWeekHouse) as a part of the seasonal MBFW Russia reality show on TikTok.

MBFW Russia’s official account (@mbfwrussia) showcased five talented TikTok creators – Alex in style, the fashion influencer who promotes minimalism basics; Lana Nisnevich, a fashion critic, blogger, ex Fashion Editor for Cosmopolitan; Astemir, fashion blogger and stylist; Jenia Stelmah model and beauty blogger; and Nastya Yanb, creator, blogger and fashion influencer.the top. Forty three speakers shared their views during the live streams of the reality show on MBFW Russia’s official TikTok account (@mbfwrussia).

Exploring music and book service

This year, designers at Mercedes-Benz Fashion Week Russia compiled a playlist with tracks that inspired them to create new designs in collaboration withMercedes Benz Fashion Week Russia creates history with first ever collaboration with TikTok the music streaming Yandex.Music service. They also collaborated with major book service CIS LitRes, to prepare a topical selection of books about responsible consumption, sustainability in fashion and ecological issues in this sector.

Attended by over 70 designers, the show also included video presentations of designers from countries like UK, Germany, Brazil, Israel, India, Bolivia, and Nigeria.

Sustainability in focus

The theme this year was sustainable development in the fashion industry. Keeping this in view, sustainable brands VINA and RigRaiser launched new collections in collaboration with Vtoroe Dykhanie Fund. Made from garments donated by visitors of the Fashion Week in April 2021, these garments were collected by the Russian Fashion Council alongwith Vtoroe Dykhanie Fund and EcoLine. The clothes will be used by designers to upcycle new collections in the next season of MBFW Russia.

Another highlight was the upcylced uniforms worn by the volunteers and employees of the organizing committee of MBFW Russia. These volunteers and employers gifted visitors bags made from upcycled banners from the previous edition of the event. The Russian Council also installed separate waste collection bins in collaborations with Ecoline.

Sustainability experts prepared a series of articles on eco-friendly wardrobe essentials under the guidance of Anastasia Chizhevskaya, Alena Antipenkova, and Valeria Gromova from the Business Eco-Education Bureau; Boris Lorer, Blogger, Founder and Speaker, Sortirovochnaya YouTube blog; Olga Johnston-Antonova, Fashion Historian, Eco-sustainable Fashion and Design Teacher, Consultant-Fashion Business Ecologization and Sustainable Goals Implementation in Fashion.

Designers at the event

Mercedes-Benz Fashion Week Russia hosted shows by Rogov, FOS x MBFW Berlin, Yana Besfamilnaya, Nastya Nekrasova, among others. Stylist and designer Alexander Rogov presented a new collection that could be reassembled in different ways like puzzles.

Russian brand Innominate presented a collection comprising oversize suits, pleated mantle-dresses and extensive shorts. Young womenswear brand from Russia Far North Sasha Gapanovich presented a collection inspired by the designer’s native lands’ uniqueness.

FOS X MBFW Berlin (Germany)

Fashion Open Studio and Mercedes-Benz Fashion Week Berlin zone presented several brands, including Anciela, Anekdot, Barabara, Buki Akomolafe, Church of the Hand, #Damur, Emeka, Fade Out Label, Grandma would approve, New Blue, Rafael Kouto, Soup Archive, Therapy, Top Mantaden during Mercedes-Benz Fashion Week Russia. These brands focused on unusual cuts, sophisticated shapes, multilayerdness, patchwork, vivid colors and combinations of trends.