At Moscow Fashion Week, Sergey Zverev shared his views on the development of the Russian fashion industry. He discussed how Russian designers differ from their international counterparts and why national traditions are becoming visible in contemporary collections.
Russian Traditions Return to Fashion
According to Zverev, every country has cultural features that can shape its fashion identity. In Russia, this approach was less prominent for a period of time. Now, however, national references are increasingly appearing in modern collections. Zverev recalled that Russian-inspired fashion was once associated with only a few designers, including Vyacheslav Zaitsev. Today, interest in cultural heritage is growing.
“The main task is to show the product in a way that makes people want to buy it and wear it.”
Why Presentation Matters
Zverev believes that the impression created by an outfit depends on more than the garment itself. The model’s presentation also matters. Even a beautiful dress can lose its impact if it is presented without confidence. Conversely, a professional performance can transform the way an audience sees a collection.
The Show Should Not Overshadow the Fashion
Lighting, sound, special effects and unusual stage design can make a runway show spectacular. However, Zverev believes they should not distract from the clothes. The purpose of a fashion show is to present a collection in a way that makes people want to wear it.
He also highlighted the importance of persistence and hard work. These qualities can help emerging designers develop their skills and find their place in the industry.
Correspondent: Svetlana Chubinina
Guest: Sergey Zverev