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Plenary Session
Fashion 360°. Development of Related Industries
Grand Hall
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Fashion has evolved into a powerful engine of economic growth, fueling the development of related sectors. It stimulates the growth of related industries – from traditional textile production and logistics to advanced digital technologies and creative industries.

During the plenary session, the successful adaptation of Russian textile factories to modern requirements was highlighted. Innovative developments are being applied in the production of in-demand nonwoven materials, synthetic fabrics, and membranes. A number of raw material projects in light industry are being developed, which will receive support, including in terms of promotion in markets abroad.

“Over the past five years, the fashion market has more than doubled and is now estimated by experts at 500 billion rubles. In terms of pieces, this is about 1 billion different fashion items. According to the same experts, we will grow in the range of 5% to 7% annually up to 2036,” said Anton Alikhanov, Minister of Industry and Trade of the Russian Federation.

In addition, the head of the Ministry of Industry and Trade of Russia noted the growth in retail turnover and spoke in detail about the support measures provided by the state in this area. In this context, the productive work of the regions in uniting industry representatives, creating fashion centers, and organizing sector events was emphasized. Currently, there are 11 active clusters in the light industry sector.

Among the priority directions for export, Anton Alikhanov highlighted opportunities for supplies to manufacturers from BRICS countries, emphasizing the importance of building long-term economic relationships with key players: China and India.

“Today fashion is becoming high-tech: from smart fabrics and biocompatible materials to IT solutions and big data. These innovations not only make clothing beautiful and functional but are directly linked to health, safety, and sustainability. Russian developments have enormous potential for the global market – especially in BRICS countries, where these technologies have a real chance for scaling and commercial success,” noted Natalia Popova, First Deputy General Director of Innopraktika.

“For me, it is a great honor to come to Moscow for the BRICS+ Fashion Summit for the third time. Thanks to this Summit, I have gained many new friends and see more and more fashion industry professionals from around the world eager to participate. BRICS+ Fashion Summit has emerged as a key global platform for professional dialogue and advancing international cooperation. I wish the Summit further growth and prosperity,” said Yang Jian, Executive Chairman of the China Fashion Association.
Speakers of the session included Anton Alikhanov, Minister of Industry and Trade of the Russian Federation; Alena Akhmadullina, designer, founder of the brand Alena Akhmadullina; Yang Jian, Executive Chairman of the China Fashion Association (China); Cem Altan, President, International Apparel Federation (Turkey); Maxim Grishakov, Chief Executive Officer, Lamoda; Sergey Sarkisov, Vice President, Novard Group | Ekonika. 

Moderator: Natalia Popova, First Deputy General Director of Innopraktika.

Innovative Wings for Creative Flight. Technology in the Fashion and Style Industry
Grand Hall
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The session demonstrated that the fashion industry is a truly significant asset for Russia’s economy. Today, it shows continuous growth despite external changes and shifts in consumer behavior. The growth of the fashion industry stimulates industrial innovation—introducing new materials and technologies. Naturally, there is also a demand for sustainable development. Personalization and new consumer capabilities encourage manufacturers to implement innovative solutions. The discussion also covered support environments, tools, and resources that ensure the development of innovative companies.

“Technology itself can be a great accessory, a trend. For example, a bionic prosthesis combines functionality and design while attracting attention. But its true meaning emerges when a person wears it, integrates it into their image, style, and goes out into the world. At that moment, attention is not just on the technology but on the overall image. This is popularization. This is how a brand is born. When technology becomes part of culture, part of fashion, a single design can inspire not only an individual but an entire industry. And this gives birth to new formats of self-expression. We created the world’s only prosthesis studded with six thousand Swarovski crystals. This is, of course, not about modesty, but it was a moment of challenging ourselves and society: look, this can be stylish, beautiful, and inspiring,” said Veronika Levenets, Director of Endless Possibilities.

Participants shared their experiences in implementing technological projects. Speakers: Natalia Popova, First Deputy General Director, Innopraktika; Alexandra Kaloshina, Founder, Solstudio Textile Group; Irina Leonova, General Manager, Biotex; Veronika Levenets, Director, Endless Possibilities; Vladimir Bogdanov, Chief Executive Officer, BASK; Arina Avdeeva, Deputy Head, Department of Entrepreneurship and Innovative Development of the city of Moscow; Darya Matsievskaya, President, Russian Seasons; Ng To Chi Eric, Sales Director, Tessellation International Limited. 

Moderator: Sergey Krasnov, TV presenter, RBC TV.
 
Country Session. Brazil
Grand Hall
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The business session discussed touchpoints between Russian and Brazilian fashion industries and the prospects for their cooperation. It was noted that Brazilian fashion is actively opening up to the world and gaining demand in the global market. Support for business development between the two countries and finding cooperation formats under current economic conditions was a key topic.

Special attention was paid to key trends in Brazilian fashion, including interest in sustainable practices, focus on local materials, and emphasis on originality. Successful strategies of local designers involve combining cultural codes with modern technologies and establishing direct contact with the audience.
“In 2023, more than 70% of global companies used identity as a key aspect of promoting in the global market. This is exactly the strategy that Russian brands should follow because Russian culture, and the overall trend toward identity, is gaining momentum. We see the same trend among Brazilian brands: the trend toward national motifs, eco-products. Over 40% of Brazilian brands used this as a focus in their promotion and increased their presence by 30%,” noted Ekaterina Kondakova, Head of the Russian Export Center.

“Brazil and Russia are two superpowers that know how to sell. Brazil exports fashion products worth $3 billion, and our manufacturers and designers are known worldwide. For example, Brazilian coffee was not well-known for a long time, but over time everyone realized good coffee comes from Brazil because we worked on promotion. The same is now happening with fashion, and it is our job as curators to make our fashion recognizable and spark interest in it,” shared Bruno Simões, Curator of ApexBrasil.

Speakers: Bruno Simões, Curator, ApexBrasil (Brazil); Vitaly Stepanov, Chief Executive Officer, Moscow Export Center; Amanda Mendonça, Executive Secretary, Rio de Janeiro City Fashion Council, Rio de Janeiro City Hall (Brazil); Ekaterina Kondakova, Director, Russian Export Center; Henri Moi, Fashion Curator, IARA (Brazil); Paulo Borges, Founder and Creative Director, SPFW, INMODE (Brazil); Aurea Yamashita, Director of International Trade Promotion, ABEST (Brazil).

Moderator: Olivia Merquior, Chief Executive Officer, IARA (Brazil).

New Generation of Designers. The End of Big Brands’ Dominance?
Grand Hall
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Young designers no longer play by the old rules: they focus on meaning rather than scale, work directly with communities, consciously use technology, and reject corporate hierarchies in favor of flexibility and freedom. Against this backdrop of a “tectonic shift,” the question increasingly arises: is the era of “big” brands truly coming to an end? This topic was discussed during the session “New Generation of Designers.”

Designer Julia Dalakian recalled that starting out has always been difficult, and newcomers must be ready for challenges: “When we started, nobody needed us at all, everyone bought foreign products; now it’s different. There is a wide choice of offerings on marketplaces, but in this context, expressing individuality will be very timely and interesting for the designer. Now, there is an enormous amount of information online, so it is easier for young designers if they are ready to learn.”

According to Sergey Sysoev, courage and individuality are the only things that can compete with large brands. Also important are patterns that take years to develop, and knowledge of the local audience and the conditions in which they live: “We understand what people wear in winter and what in summer.”
Stefaniya Malikova believes that clients now buy not a product, but a mood: “When we develop a collection, I always want to understand the feeling a woman will experience wearing the dress. Then we embed that feeling into the garment through advertising, music, and shoots. And the client always senses this mood.”

Speakers: Stefaniya Malikova, Founder, Designer, Influencer, Dressbystesha; Sergey Sysoev, Founder, Sergey Sysoev; Julia Dalakian, Designer, Julia Dalakian; Sofiya Konstantinova, Co-founder, Persve; Rosemary Thurman, Founder, How Fashion Works; Nana Tamakloe, Chief Executive Officer, Accra Fashion Week (Ghana). 

Moderator: Darya Kostina, Advisor to the Editor-in-Chief, Kommersant.

Going Global with Local. Strategies for Buyers and Brands
Grand Hall
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The business session “Going Global with Local. Strategies for Buyers and Brandss” discussed key conditions for the presence of local brands in Russian and international retail. Special attention was paid to selection criteria in an oversaturated market. Traditional approaches to procurement no longer yield the desired effect: buyers need to consider new consumption models, changing audience values, and the growing role of sustainability. Building long-term relationships between retail and brands was emphasized.

“To enter retail, a brand must be prepared. For example, we work in the premium and luxury segment, and our clients are discerning. The brand must deliver the right product in terms of quality, positioning, and timely arrival for the season. An important aspect is correctly prepared documentation for trade. At the same time, we ‘build’ brands, develop them, and provide mentorship expertise,” said Elena Kandalova, Marketing Director, VIP Avenue.

Speakers: Yeli Gu, Founder, Ontimeshow (China); Andrew Sheldunov, Fashion Director, Lerus Concept Store; Darya Zhanagulova, Founder, Este; Aleksei Chernov, Head of Fashion Buying, Parad; Elena Kandalova, Marketing Director, VIP Avenue. 

Moderator: Georgy Rostovshchikov, Chief Executive Officer, Fashion Hub Russia.

Regional Session. Africa
Grand Hall
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The African fashion industry is growing rapidly, becoming an important global player. The continent, with a population of over 1.5 billion, represents a huge market with a growing middle class and increasing interest in local brands. Over a thousand ethnic groups contribute to a unique cultural code reflected in clothing design. What strategies help local African brands enter international markets? This was one of the topics discussed by representatives from various African countries.

Anis Montacer, Founder & CEO of Tunis Fashion Week and Sea Design Lab, emphasized that traditional embroidery inspires designers in Tunisia. Tunisian embroiderers not only decorate clothing but preserve centuries-old craftsmanship that is gradually fading in the era of globalization.

Egypt also has a fashion industry element to be proud of—the famous Egyptian cotton. Susan Sabet, Board Member and Secretary General of the Egyptian Fashion & Design Council, recalled its history: it began in the 1820s when the French experimented with long-staple Egyptian cotton. Today, the government is working to restore Egypt’s position as a leading cotton supplier.

Speakers: Mmantlha Sankoloba, Chief Executive Officer, Botswana Exporters & Manufacturers Association (Botswana); Susan Sabet, Board Member & Secretary General, Egyptian Fashion & Design Council (Egypt); Mahlet Afework, Founder & CEO, Mafi Mafi, Mafi Fashion Academy & Lab (Ethiopia); Nana Tamakloe,  Chief Executive Officer, Accra Fashion Week (Ghana); Anis Montacer, Founder & CEO, Sea Design Lab, Tunis Fashion Week (Tunisia).

Moderator: Mahlet Teklemariam, Founder, Hub of Africa Fashion Week (Ethiopia).

Creative Upgrade. Turning Ideas into Capital
Chamber hall
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The session “Creative Upgrade. Turning Ideas into Capital” focused on developing the creative economy as an independent sector. This year, a law on the development of creative industries came into force, prioritizing this sphere in state policy. According to targets, by 2030 the share of creative industries should reach 6% of Russia’s GDP.

The fashion segment was highlighted as a key component, encompassing extensive production and distribution chains across the country.

“In fashion, there is still often traditional thinking: create a collection—sell it—earn profit. This classic scheme works, but ecosystem thinking is catching up. Its main distinction is to first create a concept, then, based on it, launch multiple channels and platforms, enter other industries, and multiply profits. And this works for the long term,” said Nikolay Megvelidze, Managing Creative Director, BBDO.
“In Russia, there are successful creative examples with social focus. For example, we launched the ‘Person of Action’ contest with Avtoradio 1.5 years ago. The winner was Natalia Malko with the brand Be Easy Kid—functional clothing with magnetic fasteners for children with disabilities. Natalia received a 1 million ruble prize to develop her business. Today it is not just a clothing brand but a whole ecosystem of projects aimed at social integration of children with disabilities,” said Yulia Golubeva, Deputy General Director, Gazprom-Media Holding.

Speakers: Yulia Golubeva, Deputy Director General, Gazprom-Media Holding; Elena Grin, Director, Modern Law Academy; Amgalan Rinchinov, Artist, Amgalan Rinchine; Nikolai Megvelidze, Managing Creative Director, BBDO; Mohamad El Saghir, Founder & Chief Executive Officer, Doha Fashion Week (Qatar); Nichole M. Bess, Founder, Noir Fashion Week (USA); Inga Ogorodnikova, Lead Designer, Sibur. 

Moderator: Ekaterina Cherkes-zade, Director, Centre for Creative Economy, ASI.

High-Tech Diversity. How Innovations is Driving Inclusive Fashion
Chamber hall
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The market for clothing for people with special needs is growing at 12% per year—not just an ethical issue but enabled by new technologies. Innovations include 3D body scanning, personalized design, AI, adaptive materials, and digital customization.

“I believe inclusive fashion will move beyond a niche if a few steps are taken,” said Veronika Levenets, Director, Endless Possibilities. “First, people with special needs must stop hiding, and the industry must start understanding their requests. Second, designers should include people with special needs in fashion shows and adapt ready collections for them.”

Yelena Rusakova, Director of the Innovative Design Lab, emphasized that the system for supporting inclusive clothing production needs to evolve. “With government support, currently, only raincoats that fully cover wheelchair users, and maybe pants, can be produced. We use new technologies, remote design systems, and digital twins. Since all this is innovation, funding is possible.”

Participants: Veronika Levenets, Director, Endless Possibilities; Alexandra Odoevskaya, Founder, Universe of Cyborgs, Skolkovo Women Club; Yelena Rusakova, Director, Innovative Design Lab; Marina Logacheva, Co-founder, Fast Adaptive Fashion; Jian Chun Zhou, CEO, Wu Jiang Sheng Wei Zi Jing Hua Textile Co., Ltd. (China).

 Moderator: Alena Yasinskaya, Director’s Advisor, The Russian Museum of Ethnography.

Art of Transformation. The Power of Costume in Creating an Image
Chamber hall
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In the 20th century, Lyubov Popova created transformer costumes for Meyerhold’s performances that changed form on stage. Contemporary filmmakers continue experimenting: for Black Panther, designer Ruth Carter combined African traditions with futurism; in Dune, Jacqueline West used 3D printing for the Fremen costumes; for The Master and Margarita, some costumes were sewn from 19th-century materials purchased at flea markets to achieve authentic “wear and tear.”

“Costumes have a special task, unlike regular clothing. They must convey meaning. In theater or cinema, a costume carries far more information than simply representing the character—it must fit the artistic context of the work,” said Vadim Volya, Art Director, New Russian Circus.

Speakers: Galina Kravchenko-Manyukova, Founder & CEO, K&PA; Stanislav Lopatkin, Founder and Designer, Stas Lopatkin; Barbina, Designer, Barbino Maison; Vadim Volya, Art Director, New Russian Circus. 

Moderator: Darya Seryozhkina, Creative Industries manager, All-Russian Decorative Art Museum.

Fashion with an Accent. How Russian Symbols Inspire Designers
Chamber hall
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What do designer scarves, sportswear, and yoga trends have in common? Very different brands are inspired by Russian national symbols. During the discussion, creators shared their sources of inspiration and brand development strategies.

The Ruyoga direction, designed as a search for a “Russian way” through classical yoga experience, is still seen as experimental, though Elena Arzamastseva, Ruyoga Master, believes it has a bright future, based on Russian national traits and values.

Speakers: Elizaveta Shishkina-Medvedevskaya, PR Director, Putin Team Russia; Aleksey Stolyarov, Founder, EASYWAY agency; Nina Ruchkina, Founder & Creative Director, Russians in Fashion; Elena Arzamastseva, Master, Ruyoga; Konstantin Zhukov, Blogger, Easyagency.

Moderator: Violetta Chikovani, Blogger, Easyagency.

Quantity or Quality? Scale the Brand or Improve the Customer Experience
Open Hall
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The discussion focused on a key challenge in fashion: how to scale without losing uniqueness. Brands aim to expand geographically, enter new markets, and use digital technologies. Consumer demand for uniqueness and personalization is growing. How can brands grow while maintaining distinctiveness? The session highlighted that scaling is only possible for products that function well and are high-quality.
Aleksei Aksyonov, Co-founder, LCLS, shared advice for young brands: start in a small niche, confirm demand locally, and only then scale. Otherwise, mistakes are scaled along with the brand.

Vera Prokina, CEO, Pepfer, which produces designer bags (including the popular MATRESHKA, a bag worn by Ornella Muti), noted that the uniqueness vs. scale dilemma doesn’t arise in every case. Their products are niche, targeted at clients who love emotion, art, and contemporary design, so they work with souvenir stores of the Tretyakov Gallery and online marketplaces. A joint project with Lamoda is underway.

Adrian J. Mizzi, Founder, Executive Producer & President, Malta Fashion Week, Malta Fashion Association, emphasized that quality always comes first: “Quantity follows quality.” In the early days, with zero budget, he prioritized uniqueness, advertising a completely new format different from others.

Participants: Evgeniy Domashenko, Tenant Representation Director, Core.XP; Ekaterina Zheleznyakova, Partner, K&PA; Vera Prokina, CEO, Pepfer; Alexey Aksenov, Co-founder, LCLS; Svetlana Alekseeva, Founder, Svet PR; Albert Tsimikhanov, Art Director, Slava Concept; Ma Guai, Chairman of the board, China Hunan Subai Clothing Co., LTD (China); Adrian J. Mizzi, Founder, Executive Producer & President, Malta Fashion Week, Malta Fashion Association (Malta).

Moderator: Stanislava Nazhmitdinova, Managing Partner, Fashion SHTAB.
 
Global Wardrobe. Ethics of Cultural Borrowing
Open Hall
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As demand for authenticity and identity rises, fashion increasingly draws on cultural traditions. Without ethical frameworks, this risks becoming a new form of exploitation. Experts discussed how the industry can balance inspiration with respect for traditions.

Sofya Iudina, General director, Management Company for the Development of Artistic Crafts and Cultural Identity of the Nizhny Novgorod Region "Khokhloma", said: “Traditions exist in the region, in the minds and hearts of artisans. Any craft, any fashion, is first about people. Our creative industries are based on creativity, and creativity equals people.”

Marie-France Idikayi, CEO, Congo Fashion Council, added: “In some African countries, including Congo, traditional patterns resemble Givenchy. Designers may be inspired, but often the original source receives nothing, losing recognition and revenue.”

Speakers: Claudia Tomé, General Director, Asuncion Fashion Week (Paraguay); Akhil Raveendran, Founder & CEO, Vie Fashion Week (UAE); Philma Kelegai, Founder & Managing Director, PNG Fashion Week & Pacific Fashion Summit; Vera Savelieva, Head, Fashion & Design Center, All-Russian Decorative Art Museum; Astrud Cordero, Director of Production, Commercial Growth & Strategic Partnerships, Panama Fashion Week; Marie-France Idikayi, CEO, Congo Fashion Council; Sofya Iudina, General Director, Management Company for the Development of Artistic Crafts and Cultural Identity of the Nizhny Novgorod Region "Khokhloma".

Moderator: Daria Khalfina, Editor-in-Chief, The Symbol.

New Wave Marketing. How to Build Long-Term Relationships with Customers 
Open Hall
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This session focused on transforming marketing strategies in fashion. Speakers emphasized returning to classic PR and offline events. Attendance at shows, press breakfasts, and fashion events becomes a “new luxury,” offering audiences emotions beyond clothing itself.

Consumers are tired of exaggerated promises, so brand honesty, customer value, and user-generated content gain importance. The “grand influencer” phenomenon highlights adults over 60 who are often more active on TikTok and other platforms than Gen Z.

“Brands must come from the heart. When you want to pass your brand to future generations, business is viewed differently—from budget planning to communications. You understand the brand’s DNA and how it differs from others,” said Evgenia Zenkevich, Founder, Zenkevich PR.

“If you want to create a clothing brand and know your purpose, but lack funds for SMM, don’t hire a student for 15,000 rubles. Do it yourself, speak in your own voice—that’s your tone of voice for the audience,” added Elena Okutina, Strategic Communications Director, Mercury.

Speakers: Nando Yax, Associate Director, Guatemala Fashion Week; Bench Bello, Founder, Manila International Fashion Week; Evgenia Zenkevich, Founder, Zenkevich PR; Elena Okutina, Strategic Communications Director, Mercury, Kirill Didenok, CEO, Didenok Team. 

Moderator: Elena Smirnova, Fashion and business consultant, marketing management expert, Mitrosh.

Personnel Shortage. Creating a Qualified Base for the Fashion Industry 
Open Hall
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Fashion is not just runway looks but people behind them: designers, seamstresses, pattern makers, technologists. With expanded production, new technologies, and changing consumer behavior, professionals are in short supply. Traditional training systems lag behind rapid market transformation. Which specialties will be in demand over the next five years?

According to Roman Gubanov, in 2024, fashion industry job vacancies grew 33%, with average salaries up 23%. In the current year, open vacancies increased 7%, and wages rose 8%. The most demanded profession is seamstress; in Ivanovo, specialists from India and Sri Lanka are being hired to fill the gap.

Elena Zalesskaya, Director, Fashion Bureau, confirmed the industry’s priority needs: seamstresses, tailors, then salespeople. Marketplace growth drives demand for online sales managers, product managers, creators, digital & marketing specialists (SMM & content marketing), and innovative roles—sustainable development and fashion tech. Digital specialists for AI and 3D will also be needed. Craft specialists and stylist-consultants are increasingly valued for personalized approaches.

Speakers: Elena Zalesskaya, Director, Fashion Bureau; Sarah Hermez, Executive Director, Creative Space Beirut (Lebanon); Daniia Tkachyova, Owner, The Dynasty; Zang Yingchun, Professor, Tsinghua University (China). 

Moderator: Roman Gubanov, Business Development Director, Avito Job.

Designers from Armenia and Nicaragua presented their collections within the BRICS+ Fashion Summit, staging impressive shows at the Parking Gallery and against the backdrop of the historic Kitaygorodskaya Wall.