On August 13, Moscow hosted VK Star Market, a distinctive event that brought together fashion lovers, celebrities, and charitable aims under one roof. The VK press service described the occasion as a modern garage sale where guests could discover and purchase clothing and accessories generously donated by well-known personalities, transforming their wardrobes into sources of support for meaningful causes. The setting encouraged a relaxed, community-driven atmosphere where style and social impact intersected in a single afternoon of shopping, conversation, and shared purpose.
Following the donation sale, organizers reported that more than 800 thousand rubles were collected, with every kopeck directed to the Second Wind charity fund via the VK Dobro platform. This infusion of funds empowers the foundation to continue its mission of extending the life cycle of clothing—collecting, sorting, redistributing, and recycling items at every stage of their existence. The surplus goods that did not find new owners at the market were allocated to the Second Wind No Shop network, ensuring that nothing goes to waste and every item can find a new home where it can be appreciated again.
The Second Wind Foundation has long championed sustainable fashion by turning donated garments into practical resources for those in need while supporting larger system-wide initiatives. The event’s generosity will fuel ongoing programs and partnerships that promote responsible consumption, reduce textile waste, and provide clothing solutions for communities facing economic challenges. By channeling donations into structured programs, the foundation can scale its impact and broaden its reach, helping more people while modeling eco-conscious practices for the public.
Philip Kirkorov, who took part in the sale, highlighted the broader responsibility that public figures carry. He noted that action matters and that the influence of performers and popular creators can guide audiences toward mindful habits. His remarks underscored the belief that visibility can translate into tangible behavioral change when celebrities demonstrate ethical choices and charitable involvement.
“Artists, creators, and influencers hold substantial sway over what their audiences value,” he said. “A simple, mindful approach to consumption can become a lasting habit. We hope that our participation in the VK Star Market will encourage many people to rethink their purchases and embrace sustainable alternatives.”
Among the notable attendees were Nyusha, Instasamka, Moneyken, Artemy Lebedev, performers such as Pegas, Kristina Kosheleva, Asammuell, hip-hop artist Yanix, and popular musicians Max Svoboda and Oleg Ternovoy. The guest list also featured well-known bloggers and online personalities who brought their unique voices and perspectives to the afternoon, contributing to a lively exchange about style, ethics, and community impact.
In addition to shopping, the event hosted a thematic conference for guests, where experts from the Second Wind Foundation shared insights on innovative ideas for keeping clothing in circulation. The discussions explored concepts like creating “skin” from pineapple fibers and “silk” from milk, illustrating creative approaches to sustainability and textile reuse. Public talks also examined practical tips for giving cherished garments a longer life, from alteration and repair to reimagining outfits for new occasions. A panel featuring stylist Gosha Kartsev and Diana Taeva, Beauty and Style director within VK’s community team, highlighted prevailing fashion trends while emphasizing responsibility and longevity in wardrobe choices.
Representing the broader fashion ecosystem, industry experts and influencers added their perspectives in an open forum. Luis Ivanovich Vyuton, Telegram editor-in-chief Evgenia Belousova, influencer Dima Ermuzevich, founder of Online.Studio Ilya Rachinsky, and a CGI designer contributed to a candid dialogue about trends, tech in fashion, and the practicalities of sustainable design. The session demonstrated how style leaders can collaborate to promote responsible consumption, while also showcasing the diverse talents that shape contemporary fashion culture in Russia and beyond.