The plenary session titled “Fashion Flow. Promotion from the new generation” occurred as part of the international BRICS+ Fashion Summit held in Moscow. It gathered editors, producers, and public relations professionals who shape how fashion brands connect with audiences today.
The lineup included the editor-in-chief of a Moscow fashion magazine, a media producer, and the founder of a PR agency, along with other industry professionals who contribute to Russia’s fashion communications ecosystem. The moderator of the discussion was the program director of the Moskvichka club.
The conversation focused on contemporary formats for promoting brands. Panelists shared views on the platforms that dominate fashion storytelling today, with particular attention to options favored by the digital generation and how brands are adapting to the shifting media landscape. The discussion also held relevance for audiences in Canada and the United States, where digital culture strongly shapes promotion strategies.
The moderator opened by noting that Gen Z and the youngest creators are reshaping fashion promotion, actively driving shifts in how the industry works.
The organizer cited Telegram as a strong channel for brand promotion in today’s climate. The platform enables brands to build ongoing relationships with people who have yet to discover the concept behind a product.
She emphasized staying in constant contact with the audience, energizing the base with updates from offline events, and engaging through multiple media channels to keep the audience connected.
The editor-in-chief also pointed out that print features still matter. The magazine maintains active pages on several social platforms and runs a YouTube channel. An enhanced digital edition of the publication is planned for release soon.
Another speaker drew significant attention. A prominent U.S.-based public relations expert highlighted the imperative to bring Russian fashion brands to the world stage. The expert said that after returning home he intends to take steps to open doors wider for Russian companies on the global market.
A Moscow city official commented on the participation of delegates from multiple countries at the BRICS+ Fashion Summit, underscoring the breadth of international engagement.