Fashion Week unfolds in Moscow across multiple iconic venues
In late June, Moscow hosted a prominent Fashion Week, drawing crowds to Zaryadye Park where screenings occurred in a subterranean parking area and on the At the Soaring Bridge, offering an amphitheater view of the Kremlin. The same intimate screening format extended to VDNKh, GUM, Revolution Square and Tverskaya Square, drawing more than 100 thousand attendees. This large turnout created a dynamic mix of travelers, casual observers, and industry insiders, presenting both opportunities and challenges for identifying fashion professionals amid the sea of visitors dressed in casual, cottage-inspired styles.
Access to the Zaryadye screenings required descending into the parking level and passing through metal detectors. Two indoor halls hosted the shows, both located within the parking facility. Schedules ran with precise punctuality; lateness meant entry could be refused even for VIP guests, as security maintained strict order.
Despite coordinated volunteer efforts, competition for seats occasionally intensified as front-row spaces were claimed. Reporters observed verbal exchanges among attendees from high profile brands in the space of a few tense moments, with some individuals asserting personal invitations from designers. Once the programs commenced, the energy shifted and many attendees turned to their devices to follow the performances on screens around them.
Beauty studio MONE served as the official stylist partner for Moscow Fashion Week. According to Marina Makarenko, Marketing Director at MEB, stylists managed hair for models at two sites, Zaryadye Park and VDNKh. Over seven days, stylists prepared models for 106 shows, producing an average of about 450 hairstyles per day. The process varied from ten to thirty minutes per style depending on complexity, with designers receiving real-time feedback to approve or adjust looks. When a concept exceeded the time limit, alternate options were explored to stay on schedule.
The event highlighted recurring brands that regularly participate in Moscow Fashion Week, including Julia Dalakian, Igor Gulyaev, Sergey Sysoev, and Chapurin. Newcomers such as White Crow, Studio 29, and Dima Magniy joined the lineup, offering fresh perspectives. Collections spanned a range of aesthetics, with Zoteme embracing minimalism at Lokoto and Studio 29 presenting looks alongside Coshe, Industry, Vestiaire, and Janesaq. The fashion of the early 2000s persisted in the presentations by Ekaterina Rinar, Iuliia Neivirt, and Julia Dalakian, showcasing a blend of retro and contemporary influences.
Participation proved meaningful for brands expanding beyond traditional formats. Tatyana Fomicheva, founder of Studio 29, described Moscow Fashion Week as a successful first show that reached friends, customers, and press, while also attracting new audiences, leading to heightened loyalty and recognition for the brand. The White Crow label, founded in 2013 by Anton and Natalya Maetny, echoed this sentiment, noting the show reached a wider audience and facilitated new industry connections. They emphasized that their designs emphasize wearable, accessible fashion with models drawn largely from the brand’s own network of friends, reinforcing the message that clothing should feel approachable rather than exclusive.
One of the week’s standout moments came from the Slava Zaitsev house, which staged an open-air presentation in front of the Zaryadye amphitheater on opening day. The Nocturne collection showcased bright chiffon and silk mini and maxi dresses, along with tailored suits and distinctive jewelry from designer Lilia Gureeva. Model Ekaterina Moskvina, a long-time collaborator with the house, described the experience as a rare and demanding outdoor shoot under intense sun, noting how the team adapted to the environment to preserve the integrity of the looks.
While some brands relied on seasoned models, others invited non-professionals to walk the runway. Diana Drobushevskaya, founder of the Beena brand, explained how invitations were extended through social channels and arranged with rehearsals occurring in the days leading up to the shows. First-time models reported receiving guidance and support from experienced participants, creating a collaborative and welcoming backstage environment. A participant named Roman Solovyov shared that smooth coordination and calm communication from staff helped manage inexperience and kept the energy positive across the venue floors.
The Moscow Fashion Week team received praise for efficient operations and supportive staff, enabling newcomers to participate with confidence. The event also experimented with alternative formats, such as Arctic Explorer: the Russian North brand presenting in an Ice Cave at Zaryadye Park. The display invited journalists and guests to try on AE parkas at the entrance to showcase the garment’s effectiveness in cold conditions, transitioning attendees from a summer climate to a wintry mood. Irina Kuryabina, representing Arctic Explorer, noted that the Ice Cave offered a natural setting aligned with the brand’s winter-ready designs and priorities.
Valentin Yudashkin’s house held a closing note as the sun set on the Soaring Bridge. Evening gowns and draped silhouettes with ornate jewelry framed the collection, underscoring the label’s couture heritage. Designer Galina Yudashkina reflected that the outdoor format drew an unexpectedly large audience, with more than six hundred attendees enjoying the show. The event also highlighted practical fashion details, such as attendees sometimes choosing their own footwear or receiving items from designers, with a variety of brands including Converse, Dr. Martens, Vans, Zara, and Louis Vuitton among those observed on display.