Ekaterina Velichkina’s pick: 6 brands at the Moscow Fashion Week markets where you should be looking for new clothes for summer 28.04.2023, 18:04

TV presenter, millionaire blogger and public figure Ekaterina Velichkina shared with us a list of her fashion discoveries, which featured designers from different parts of the country. Their creations will be showcased at the markets of Moscow Fashion Week, which will take place from April 28-30, and products from participating designers are also available online at the Made in Moscow website.

To help you easily navigate the huge number of great brands and their collections, Ekaterina shared her “tips” – check out her list of favorites!

An interesting collection was brought to the market by the brand FRONT. Created by various designers, they are united by a single theme of love for folk costumes and folklore of the peoples of Russia and the post-Soviet space. And you know how much I love traveling around our country, so it’s so nice to see how traditional motifs can be so stylishly incorporated into a modern wardrobe.

The authors’ reverent relationship to history does not force them to adhere to any strict framework, on the contrary, it serves as an inspiration for re-evaluating traditional styles. The desire to promote cultural heritage is also reflected in the choice of materials. Some items in the collection are therefore made from Uzbek address. Brand designers also produce accessories, tableware and decorative items.

Victoria Andreyan’s fashion house creates clothes for the premium and prêt-à-porter segments as well as to order for individual clients. The philosophy of the brand is based on free silhouettes, clear lines and a calm color palette. The hit of the new collection (which can be seen in the markets) is the Shui calico dress, very light and delicate. Perfect for summer and travel, I will definitely try it at the markets and buy it for my wardrobe.

Other presented products are made of cotton and mixed fabrics imported from Italy, Turkey and China, as well as Russian-made materials.

The new ZOTĒME collection focuses on elegant lightness. Flowing free-cut dresses, deep necklines, rich life-affirming colors – you want to enjoy every moment in them, go on a delightful adventure, limit yourself to nothing. The straight silhouette of all presented models supports this desire for lightness in everything, without restricting movement and not limiting the number of fashion situations in which these images would be suitable. In them you can easily go to a social event on the coast and for a walk in sunny Moscow (and not only).

“You could often see ZOTEME brand items on social media and media as many artists and opinion leaders wear them. Excellent promotional strategy through influencer marketing. After all, when the audience repeatedly sees the thing on the screens and the clear performances of the stars in the media space, it automatically becomes an “object of desire” and guarantees the sale of the brand, sometimes even before the official launch. — commented Alina Farkhutdinova, a specialist in influencer marketing and the founder of an agency for working with bloggers.

The fast-growing brand from Novosibirsk brought a truly carefree summer to the markets of Moscow Fashion Week. The Flying A-line dress is made of thin cotton stitching, which is breathable and perfect for hot days under the rays of the scorching sun. The collection is almost entirely made in a soft milky shade, interspersed with bright accents in orange and fuchsia.

For me, the main advantage of Craft brand bedding is a sure bet on naturalness and self-love. To see the beauty in others, but at the same time not to forget your own – isn’t this harmony? Loose dresses and suits are presented in various shades of blue and pink, but the collection also includes universal black and white. Another advantage of the brand is the use of natural hypoallergenic materials: linen, fine wool, linen with viscose.

COME AMO creator Tatyana Aleksandrova borrowed the straight lines, which are the basis not only of the new collection, but of the entire brand concept, from the architecture of her beloved Vyborg. The old houses of this city are simple and austere, but not without charm.

The minimalism of the models allows you to see the beauty of the straight cut and the texture of the first-class fabric without being distracted by unnecessary decor. The resulting images will be suitable for various events, whether it is a business meeting, a morning walk or a trip to the water. By the way, the chosen color scheme speaks of the latter – ash white and muted blue – evoke dreams of distant sea voyages.

This weekend on April 29 at 17:00 Yekaterina Velichkina together with her PR agent, influencer and founder of an advertising agency with bloggers Alina Farkhutdinova will give a public lecture as part of the business program of Moscow Fashion Week on the topic “Trends, stereotypes and myths of blogging in 2023. How style affects personal brand development. Join the discussion – it’s very interesting!