The session "Her rules. Women – creators and trendsetters of the fashion industry"

On August 30, the session "Its rules. Women are the creators and trendsetters of the fashion industry." The speakers discussed how female leaders from different industries shape the lifestyle and influence the aesthetics of the fashion segment.

The focus was on the impact of global trends, which continue to dictate luxury holdings even after their withdrawal from the Russian market. The session participants stressed that this pressure is still high, and many local brands continue to copy Western models by inertia. Nevertheless, Russian fashion strives to find its own identity. And women leaders have a great influence on this process: top managers of major companies, brand founders and opinion leaders, who have demonstrated by their own example how to shape aesthetics and dictate choices to consumers.

During the session held as part of Fashion Week, the speakers searched for an answer to a key question: is it possible in modern conditions to create new rules of the game, adjust to global trends and create a strong local premium segment capable of broadcasting trends to the mass consumer. Topics such as aesthetic promotion tools, strategies for creating and positioning Russian brands, as well as the existing demand for national identity were discussed at the site. The media industry was represented at the discussion by Lyubov Malyarevskaya, CEO of the Russian Media Group. She spoke about the current impact on the premium audience of the media and how the media are able to generate demand in this segment.

"When choosing a product, service or atmosphere, a client is looking for a unique experience for which he is ready to spend the most valuable resource – time," says Lyubov Malyarevskaya. – He should feel that he is facing the same values that he professes in his daily life. The value of premium brands lies in the fact that they are not just functional or useful: they have a history and philosophy behind them. And users of premium brands do not just want their desires to be fulfilled at a high level, but to be anticipated."

Lyubov Malyarevskaya spoke about the experience of building a premium ecosystem of brands around Radio Monte Carlo. The station has launched a series of events – Radio Monte Carlo Golf Cup, Radio Monte Carlo Regatta, created its own clothing brand Monte Carlo est.2025 – and all these projects are imbued with the main idea of impeccable taste. This strategy has contributed to the creation of a closed community around Radio Monte Carlo, united by common values. It makes participants a part of the brand's history, opens up access to new experiences, exclusive activities and premium business networking.

This approach allows you to influence the client through all the senses, create a total penetration into the target audience and capture their attention, even if we are talking about the narrowest segments focused on luxury brands.

The session was also attended by Irina Texler, founder of the Foundation for Social, Cultural and Educational Initiatives 2020, Polina Ryzhova, blogger and stylist, Polina Repik, Polina Repik, Bosco Casa Commercial Director Svetlana Orlova, Mariz Mbonyumutwa, co-founder and CEO of Pink Mango (Rwanda), Svetlana Kuznetsova, tennis player, Natalia Vesnina, CEO of Independent Media, Olga Andreeva, Director of Strategic Marketing at Brand Analytics. The session was moderated by Daria Korneeva, Advisor to the editor-in-Chief of Kommersant Publishing House.

The panelists agreed that locality is an asset, not a limitation, and it is in the power of the Russian fashion industry to create strong brands, including in the premium sector, while preserving its identity and gaining independence from global trends.