— How did the idea for an original exhibition originate?
The creator explains a long pursuit that began after earning a journalism degree and consistently pushing personal boundaries. The aim was not only to bridge fashion with readers but also to provoke a necessary shift in the Russian market. The speaker notes a heavy reliance on Western brands and a desire to move the market toward greater independence and authenticity.
— Which brands that departed the Russian market were most missed?
In discussing luxury brands, Alaia stands out as a favorite. The conversation centers on the challenge of delivering everything that matters most in fashion—design, production, and service—without a supporting infrastructure. The realization emerged early: if a product costs 2 thousand rubles, it should not cost twenty thousand. The goal is to reveal what happens inside the industry and to align pricing with true value.
— Under what conditions could this be achieved?
A jacket costing 20 thousand rubles would reflect investments in marketing, quality, and service. However, the market lacks that layer of investment. Money earned is typically funneled into staff training and customer service rather than direct product expenses, leaving the brand with income but without the growth needed. This misalignment is identified as the core obstacle.
— And there is more to it.
Indeed, the search for skilled tailors with high-quality fabrics proves difficult. Importing fabrics from Italy and France is prohibitively expensive, making profits thin. The current market offerings don’t provide enough variety, particularly in underwear, where many pieces resemble one another. If Chinese fabrics are considered, high-quality lace can take months to arrive. Early on, many brands struggle with scale, ordering tens of thousands of meters without immediate capability to process it all.
— What steps can be taken?
Creating quality items is costly and demanding. The market is deeply dependent on partner countries. Denim, for example, comes from Turkey due to a lack of capable local factories. Western brands invested in this segment for years; the goal here would be a bold, rapid transformation while maintaining buyer trust. Some brands appear to overlook buyer experience, which became evident during a recent shopping excursion where wrapping and gifting were lacking despite a substantial purchase. Honest, loyal practices are highlighted as essential for industry growth.
— Is the show intended to convey all of this?
The creator emphasizes a balanced approach. Criticism of brands is not the aim; ambition is. The show seeks to help both sides by demonstrating a principle of functionality, price, and quality. Brands should clearly communicate the value of their products and improve what they offer to buyers.
— How are experts selected for the program?
A thorough review led to a curated team of professionals who understand fashion from a technical perspective. These are individuals who love the craft and bring specialized knowledge to the discussion, ensuring the audience receives informed insights.
— Why was the hoodie chosen as the first theme, while a classic jacket and trousers were worn?
There is no advertising here, so selections are intentional. The hoodie was chosen because it is universally popular; the aim is to examine a globally recognized item rather than promote a specific brand.
— Some critics argue the show challenges local brands too harshly. Is there fear of backlash?
The response is that criticism is not the focus; it’s about drawing out personal impressions and offering constructive feedback. The show invites brands to grow, working collaboratively with experts to suggest improvements. The host even jokes about being called the “Minister of Fashion” by friends, a lighthearted nod to the role of mediator among experts, viewers, and brands.
— Will Russian brands be able to replace foreign ones that left the market?
The expectation is positive, contingent on accessibility for consumers. If Russian brands demonstrate loyalty to audiences, adjust pricing, and invest early, they can move into profit sooner rather than later.
— What about shopping in a consumer-friendly way? Can Russian brands win over buyers quickly?
Time is a factor. The window of a year and a half is insufficient to build marketing and production from scratch. The argument follows that audiences need time to observe genuine development and to adjust to new market realities. The comparison to the Soviet era raises the point that, with more local production and skilled artisans, the market can evolve toward greater individuality.
— What items dominate the guest’s wardrobe, and how do they balance luxury with accessibility?
The wardrobe spans from casual to premium. There is admiration for versatile pieces from various brands, including archival items from high-end houses and more accessible fare that offers value. The emphasis is on affordable quality rather than price-driven excess, with a preference for brands that deliver durability and style at sensible costs.
— How did the guest transition from sales roles to steering VIP styling projects?
Starting as a salesperson at a flagship store, the journey progressed through bold moves and a push for broader access to fashion interpretation. The path led to openings as a creative director for major brands in future projects, driven by a clear vision and persistence rather than conventional advancement.
— Who were early clients of note, and how did reputation grow through word of mouth?
The early client connected with a music artist who invited the stylist to collaborate. Word of mouth proved valuable, though the professional also relied on proactive goals and direct outreach to secure opportunities. A well-known public figure later remarked on styling choices, demonstrating the power of strong, personal styling beyond mere promotional chatter.
— Which international stars would the guest most like to work with, and who stands out in Russian fashion?
Interest centers on notable names like Irina Shayk and Kim Kardashian for international collaborations, recognizing Kim as a driving force in personal branding and marketing. On the Russian side, collaborations with prominent figures are already in motion, with attention to maintaining authenticity and individual style. A widely admired Russian personality named Valya Carnival is highlighted for potential standout looks and class. The concept of a Russian Met Gala is discussed, with a preference for a theme that celebrates classic Russian chic and a host capable of delivering a spectacular show.