32 Russian designers presented their collections online at Mercedes-Benz Fashion Week Russia
On April 4 to 5, Mercedes-Benz Fashion Week Russia took place online, for the first time ever in Russia. Not to violate self-isolation, designers prepared video presentations, which were available to watch live globally. 103 Russian and foreign media broadcasted the event along with VK, Facebook, and TikTok. #stayhomeinfashion.
New York, NY (PRUnderground) April 16th, 2020
The organizers made no arrangements for any private shows not to endanger models and the shooting team. Thus, the designers made video presentations, lookbooks, and filmlets to showcase their clothing from the new collections. In total, there were 32 video shows of 1 to 7 minutes long. We’ve chosen the best ones.
The show by Yana Besfamilnaya was arranged in the designer’s own apartment. In self-isolation, Yana tried on looks from her collection while she was drawing a picture, sitting in the kitchen, turning over clothes in the closet, reading magazines, making selfies, drinking wine, video-conferencing with her friends, cooking omelet, and having a bath.
ÓNOMA:’s designers Sandra Gutsati and Inna Bodrova delivered their presentation as a video-conference. Open windows represented screens of a computer and a smartphone with 4 friends video-conferencing. The girls chatted, each of them in her own apartment, showing each other clothes, dancing and laughing. The background presented at-home blinds, windows, and undone beds.
The show by T3CM is yet another story about self-isolation throughout the globe. The designer decided to make a documentary about the lockdown. At first, he installed a camera in his sitting room, then he moved it to the stairs of his house, and tried to shoot in a swimming pool. “I could have done a show at a large venue, with beautiful models, but I stayed home,” the designer said. In the end, his wife put a camera on a tripod in front of a black wall, and Dmitry Klyuchevsky himself became the only model of this show.
The team of the brand by Anastasia Dokuchaeva made a video presentation before self-isolation. The team of stylists, models, and the shooting team met in a small loft, all of them wearing protective masks. DOKUCHAEVA made black designer masks of dense fabric. Their frames fit the face tightly and work as fully-featured medical protective wear.
The video presentation by the brand Novaya echoes the whole world’s nostalgia for streets full of tourists, urban hubbub, and metropolitan dynamic pace. The designer used shootings of Chinese and Russian (St. Petersburg’s) streets from her personal archive and saved the audio track featuring vehicles vrooming, bypassers talking, and seagulls screeching above the Neva. Then she added static pictures of models wearing different outfits from her new collection to the urban time-lapse clips. We hope so much that quite soon the models will be able to wear all those clothes in some real streets, not only in a video.