Fashion and Beauty. Now Also Online
September 9th 2021, 18:00-21:00
The fashion industry in Russia finds itself in a difficult situation, with the pandemic and global crisis presenting a great challenge for it, requiring to rethink the work processes and sometimes the activity itself. We will talk to the Russian fashion and beauty industry's prominent representatives about their experience of responding to the global changes of the last year and a half, surviving, and even developing on the market.

We will discuss the fact that the pandemic has ultimately forced the fashion industry to become digitalized. It is no longer possible to rely solely on offline retail and offline events.

We will also talk about the need for innovation, new technologies, and attempts to be ahead of technological trends. About virtual clothes, augmented reality, NFT, and other things.

About a new language of communication with clients, different approaches to managing social networks. About developing client services.

About rethinking the product range matrix and approaches to forming product lines. About what customers want and what local designers can give them, and how the assortment is changing.


Tim Ilyasov, Lecturer at the Higher School of Economics (HSE University) and British Higher School of Art and Design, Fashion Researcher

Invited speakers:

Svetlana Alekseeva, PR Director of AKHMADULLINA Brand;

Victoria Andrеyanova, Artistic Director of the Federal State Unitary Enterprise President-Service Fashion House, Founder of Victoria Andriyanova Fashion House;

Igor Chapurin, Designer, Founder of Chapurin Russian Fashion House;

Larisa Menshikova, Director General of Rusfeshn LLC;

Victoria Roschaninova, Director of Kraftway Clinic.

Special guest:

Alena Akhmadullina, Russian Designer, Founder of Alena Akhmadullina Brand