As part of Fashion Alley 2026, MosFocus magazine journalist Kirill Prepelitse met with Alla Belotkach, the event organizer.
During their conversation, Alla shared her professional perspective on how to distinguish true creativity in designers from simply following fashion trends. In her opinion, genuine creativity is revealed through unpredictable ideas and the unique vision of each participant.
The journalist asked about the challenges faced in organizing events. Alla noted that there were hardly any serious problems, though minor incidents occasionally occurred—for example, when one of the participants needed medical assistance.
Special attention was given to the process of working with partners. The organizer explained that collaboration varies: some partners approach them on their own, interested in advertising, while others have to be sought out depending on the needs of the project.
At the end of the conversation, Alla admitted that despite her extensive experience, she always feels genuine concern and anxiety for the event’s success and for all participants before every event.