Designers talked about the successes of the Moscow Fashion Week

The sixth Moscow Fashion Week will be held at the Manege Central Exhibition Hall from March 14 to 19. For the second year in a row, the partner of the Moscow Fashion Week is the "Made in Moscow" project to promote local brands. On the eve of the country's main fashion event, designers told how participation in the Moscow Fashion Week affects the development of their brands.

Alexander Barbakov, designer of the capital's Sasha Barbakov brand, took part in Moscow Fashion Week for the first time in March 2025 and immediately came to the attention of leading Russian and foreign glossy and business publications.:

"Participation in the Moscow Fashion Week was a turning point for the Sasha Barbakov brand. Clothes were actively sold out at the Moscow Fashion Week market, which led to a significant increase in sales. After the show, the brand was noticed by leading publications: The Symbol, RBC Style, as well as InStyle Spain, Marie Claire Argentina, Cosmopolitan China, Arab News, The Telegraph India and others," Barbakov said.

After the debut in March 2025, the brand's social media audience grew by almost 20%, and after the show at the fifth Moscow Fashion Week, all the skirts from the collection were sold out in two days.

For Alexandra Koryakina, designer of the ZA_ZA brand, Moscow Fashion Week is an integral element of the brand's development strategy.

"Participation in the Moscow Fashion Week helped us reach retailers, wholesalers, and suppliers of fabrics and accessories. And of course, it's only at the shows held by Moscow Fashion Week that you can feel the audience's reaction, get expert comments and media reviews that provide valuable insights for the next collections," Koryakina shares.

In addition, the ZA_ZA brand participated in Lakmé Fashion Week X FDCI (Indian Fashion Week) in March 2025 as part of a bilateral agreement concluded between Moscow Fashion Week and the Fashion Design Council of India (FDCI) in continuation of the BRICS+ Fashion Summit. Images from the collection presented at the professional event appeared on the pages of the large glossy publication ELLE India. Following her participation in Lakmé Fashion Week X FDCI (Fashion Week in India), Alexandra Koryakina began cooperation with the Indian multi-brand boutique chain AURA. The products of the ZA_ZA brand, presented in AURA, were completely sold out as soon as possible.

The Made in Moscow project, as well as the Moscow Fashion Week, actively supports the capital's designers of clothing and accessories. Thus, the project participants present their products at city markets, marketplaces and hold fashion shows as part of the event. This season, the brands of the "Made in Moscow" project will participate in the format of a fashion show and market at Moscow Fashion Week.

Anna Degtyareva, the founder of the accessories brand Création Pôle, notes that participation in the summer Moscow Fashion Week in 2025 gave her a lot of useful acquaintances.

"Moscow Fashion Week introduced me to the Made in Moscow project, which helped me increase my awareness through TV interviews and mentions of my brand in glossy publications, including advertising integrations in a special print issue of VOICE Shopping magazine. New acquaintances on the market with buyers gave me the opportunity to increase the number of outlets. The event and the collaboration with Made in Moscow also helped to increase brand awareness: the number of subscribers on social networks doubled," Degtyareva emphasizes.

Natalia Podlesnykh, founder of the LURVIN clothing brand, believes that participating in Moscow Fashion Week is an opportunity to make herself known to a wide audience and attract the attention of leading media and influencers.

"Participating in the Moscow Fashion Week market always brings impressive results: significant sales growth, contact with the target audience, and attracting new customers who share the brand's values. The market gives me the opportunity to get feedback from customers, which allows me to better understand their needs and preferences," says Podlesnykh.