Ekaterinburg, marking its 301st birthday, is stepping up its game to become a trendsetter in the fashion world. The city is hosting the International Fashion Week UF LAB from August 19 to 23 at various venues, where guests can explore collections from both Russian and international designers.
Today's show took place at the Upper Pyshma Museum Complex, where iconic retro cars from different eras are displayed. Foreign designers from South Africa, Uzbekistan, and Kazakhstan presented their collections with an ethnic touch. Among them was Ekaterinburg-based designer Julia Skalatskaya.
Alongside the fashion shows, there is a wide range of business programs planned. Participants will discuss topics such as brand development from scratch and the prospects of the modern industry, which increasingly opts for innovative materials for their collections.
During the International Fashion Week, local designers have already had meetings with buyers from Russia, Uzbekistan, Kazakhstan, Belarus, Indonesia, Turkey, the UAE, Qatar, Saudi Arabia, Kuwait, France, Spain, and other countries. To captivate an experienced audience, each of the top twenty designers had just a few minutes to present their vision of the brand and potential target audience.
Daria Norkina, a designer from Tyumen, started a mini-production four years ago, which has now grown into an experimental workshop. The brand combines modernity with the history of Siberia's development, particularly its association with its main wealth - oil. Many of her creations, such as hoodies, skirts, joggers, jackets, and corsets, feature oil-like streaks and oil rig-inspired designs.
The designer releases two collections per year, as well as two additional drop collections. Within each collection, she strives to create three lines, including ones that require extensive handiwork, individual tailoring, and impeccable fit.
"Each item, from the idea to the embroidery or other details, is created by a single tailor. This approach allows us to eliminate the possibility of defects and produce each item as a custom order," shared Daria Norkina.
The brand has already gained a following in Moscow, St. Petersburg, Krasnodar, Kazan, and Ekaterinburg, and has business partners in Turkey and Belarus. According to the designer, forty percent of sales are made through online channels, thirty percent through partners, and another thirty percent in the main showroom. The turnover for the first half of 2024 doubled compared to the previous year.
Another fashion brand was born in the Sverdlovsk region as a family business led by Marina and Julia Osokina, a mother-daughter duo. Their design concept revolves around uniting women of different ages and combining their experience, boldness, wisdom, and energy in their collections. Since autumn 2023, they have already released five capsule collections, offering versatile wardrobe pieces that can be mixed and matched for various occasions.
The main focus is on minimalism, functionality, and aesthetic beauty. Natural fabrics dominate their materials, including cotton jersey, merino wool, and yarn from Italy.
"In our communication with customers, we always emphasize that what sets them apart is their strength. We adhere to the principle that less is more and strive to create clothing that is concise, but expressive and elegant at the same time," said Marina Osokina during her presentation to the buyers.
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