Modern fashion weeks are primarily judged by how they engage their audience: how easily one can move from viewing collections to trying them on, from inspiration to placing a buyer’s order, and from runway looks to purchases. Moscow Fashion Week embodies this exact approach. It offers a complete fashion experience, where the runway, technology, and even a short film festival focused on fashion exist in a unified rhythm.
This digital environment was highlighted by Sber, the event’s strategic partner, which together with Gigachat, launched an AI fitting room at the Moscow Fashion Week venue. Visitors could virtually try on exclusive looks and take photos in a unique interactive zone. The same technology was accessible beyond the runway halls; users across Russia could upload their photos and instantly experience virtual fittings through the GigaChat chatbot.
The general partner, Wildberries, added another important dimension: when a major Fashion Week is connected to a large commercial platform, local brands gain a direct path to consumers. The company provides designers and producers with tools for promotion on its platform, along with additional opportunities for scaling and sustainable business growth. At Moscow Fashion Week, Wildberries hosted a key discussion focused on fashion business support infrastructure.
The schedule of Moscow Fashion Week impresses with its scale and diversity. This season, over 300 designers from Turkey, Spain, China, Russia, and other countries participated in the largest fashion event for emerging markets.
The Solangel show attracted significant attention, featuring the brand’s signature luxury fashion style with its unique crystal techniques. The brand Koss also presented its collection, emphasizing textures and forms: the lineup included fitted jackets in the spirit of the New Look, A-line skirts, and sheath dresses, combining tweed and velvet with chiffon and flowing viscose. One of Russia’s most experienced designers, Julia Dalakian, presented a new collection, that highlighted her virtuosity with deep colors and luxurious fabrics.
“I am inspired by a woman who knows exactly what she wants from life, acts decisively, makes choices quickly, and at the same time remains feminine and captivating,” says Julia Dalakian.
Bitte_Ruhe explored an eclectic contrast between athletic freedom and femininity, blending 70s and 80s vintage silhouettes with oriental motifs. This aesthetic is unified by a signature pink color, accented by a fresh palette of lilac, azure, and green. Designer Ianis Chamalidy dedicated his new Sacrum Lux collection to transformations, showcasing intellectual fashion where architectural forms and contrasts are highlighted.
Turkish designer Emre Erdemoğlu brought his new collection No Apologies to Moscow – a confident statement about strength, ambition, and the right to stand out, built on structured silhouettes and graphic leather accents. Brands from Armenia also contributed to the international segment of Moscow Fashion Week: The Wave drew attention with its sculptural eveningwear line, while Dajeli presented a minimalist collection where geometry blends with softness.
“Moscow has a strong and vibrant fashion culture, and we believe it is a meaningful platform to introduce our aesthetic and philosophy. For Dajeli, this participation represents an important step in strengthening the brand’s presence beyond Armenia and connecting with a broader community of fashion professionals and enthusiasts,” says Anjel Darchinyan, designer of Dajeli.
The program was further enriched by World Fashion Shorts, which has already integrated into the international fashion film festival community. In the format of a multimedia installation, selected videos from Brazil, Mexico, the Philippines, and other countries were showcased. This festival offered a snapshot of vast cultural diversity and expanded the understanding of fashion, demonstrating how people around the world express individuality through the visual language of short films.
Moscow Fashion Week clearly illustrates what a multi-format fashion event looks like today, where designers’ collections can find their audiences through multiple channels. Moscow has become a city capable of transforming fashion into a complete experience – aesthetic, technological, and truly contemporary.
