Published February 12, 2012
The concept of Volvo Fashion Week Moscow is guided by the well-earned experience of world Fashion Weeks in Paris, New York, London and Milan.
Volvo Fashion Week Moscow format implies everyday designer parades traditionally catching the attention of a lot of journalists. Meanwhile designers represent their new collections in special show-rooms. This form of collection presentation attracts hundreds of buyers to the Week, as well as representatives of the companies producing fabrics, accessories, garniture and ready-made clothing. The Fashion Week has become a center of business meetings and clinching numerous deals.
The history of the legendary Russian fashion industry project stretches back to the year of 1994. This was the year when Moscow hosted the fashion event which was justly considered as unique for Russia at that time, i.e. — High Fashion Week involving A-list fashion stars. The date of this magnificent event organized by the Haute Couture and Prêt-à-porter Association that was founded for the purpose of promotion and development of national fashion, can be considered the birth date of Russian fashion industry. For 10 years haute couture collections by Russian designers and world leading fashion houses have been shown at the High Fashion Week held in the State Concert Hall «Russia». Since 2003 the format of the Week has been changed so that the event is now carried out twice a year, in late March and late October, representing prêt-à-porter class collections. The key element of the new format is ready-made prêt-à-porter and prêt-à-porter de luxe class clothing. The Week is mainly aimed at fostering the development of fashion industry in Russia, promoting Russian designers and showing the prime world fashion models on the runway.
Following the fashion trends in 2009 the Association project was named Volvo Fashion Week Moscow. Partnership with this exclusive auto brand indicates the high status and prestige of the Fashion Week.
Fashion Week has discovered such talented designers as Igor Chapurin, Andrey Sharov, Tatiana Parfenova, Victoria Andreyanova, Luda Dobrokhotova, Daria Razumikhina, Olga Kameneva, Natasha Drigant, Sergey Efremov and introduced them to the public at large. The backbone cast taking part in every Fashion Week are Russian Haute Couture and Prêt-à-porter Association members. They are the ones responsible for developing the present image of Russian fashion, defining the content of Russian school of design, and their collections are well represented in the most notable boutiques.
