June 1-9, 2018 | Moscow

The BE IN OPEN forum for a new fashion industry is a platform for dialogue between professionals involved in the fashion industry of Russia. This is a place for designers to present their projects, for manufacturers to meet their clients, and for retailers to exchnage their cases. Our key performance indicator is the number of the contracts you sign while on the platform.

The main theme of the 4th BE IN OPEN Forum is the dialectic of the local and the global in the field of fashion.

5 rooms
that run parallel sessions
40 speakers
with hands-on industry experience
Forum participants
20 hours
of workshops hosted by leading education projects of the fashion industry
30 pop-up stores
an expo of the most promising Russian labels
100 'business dates'
with procurement directors, promotion agencies, and manufacturers
We treat fashion as a sociocultural phenomenon of the open society. The totality of players of a local fashion market forms an ecosystem capable of self-regulation within global ecosystems. The systems are in contradiction with each other but the dialogue between all participants facilitates their mutual adjustment.

Such phenomena as fashion lend themselves to multi-disciplinary approaches equally well at the level of fashion sociologists and procurement directors alike. The global market exerts pressure on the local one, yet both of them are important and have to develop further. Together with other countries we are eager to learn how to achieve the global-local trade-off.

We look for solid conceptual underpinnings (philosophical, social, and cultural ones) but do not limit ourselves to an academically-flavoured conference. We enable social change and action. Our work results in a new network of business contacts both within the Russian business community and on a global scale as well. This is the Forum for a New Russian Fashion Industry. Interaction is Key.
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The local and the global in the Russian fashion industry is the main theme of this year's edition of the Forum. To what extent international trends are applicable to the Russian market? How to transfer Amazon's best practices given that logistics infrastructure is underdeveloped? To chase the market or to tread one's own path? What is it to have a maverick mindset?

The conference runs four distinct thematic tracks. The first three ones target designers, retailers, and manufacturers. The fourth track focuses on the analysis of the social and cultural context that serves as a habitat for contemporary fashion, arts and creative activities in general.

Заявка на участие в секции RESEARCH
Если вы имеете эмпирическое подтверждение того, что экзотизация постсоветского скоро сойдет на нет, Лотта Волкова оказалась в истеблишменте индустрии благодаря социальному капиталу, а институт моды в России так и не сформировался, скорее подавайте заявку на участие в исследовательской секции форума BE IN OPEN.

К участию приглашаются социологи, культурологи, экономисты и представители смежных дисциплин, чьи исследовательские проекты посвящены современной индустрии моды (и далеко не ограничены вопросами, вынесенными в начало).

Заявка включает:

  • абстракт доклада (объем 300 слов)
  • ФИО автора(-ов) проекта и аффилиацию
  • e-mail и телефон для обратной связи
Присылайте заявки на [email protected] В теме письма укажите "RESEARCH 2018".

Приём заявок открыт до 15 апреля 2018 года. 1 мая организаторы свяжутся с докладчиками, прошедшими конкурсный отбор.
>> How Russia promotes its own exoticization: New Culture and local patriotisms

>> Minor labels and exploitation of subcultural imagery

>> Is there any regional demand for Russian fashion designers?

>> Tax-free shopping in Russian stores

>> Relocating production to Russia: myth or reality?

>> New product-mix strategies

>> How to introduce yourself in the post-SMM age

>> New concepts for your old audience: how to keep your customers loyal?

While the conference is meant for discussions of market trends, workshops are to enable you to transfer hands-on experience and knowledge from your peers.

Workshop participants will learn:
- how to work with media;
- how to take advantage of novel clothing construction techniques, technologies, and materials;
- how to handle paperwork and comply with Federal Law No 54-FZ;
- how to create engaging fashion shoots and fight the inefficiency of common SMM-strategies.
Speed dating is a series of brief meetings with representatives of sewing factories, retail stores, and PR and marketing agencies.

Last year everyone who participated in the speed dating session had a chance to establish a network of up to a hundred new contacts. The format was appreciated by many, which led us to improve it further: this year speed dating will feature more time and space allocated to a presentation of one's company or a project.
The Showroom is made up of 30 pop-up stores that showcase the labels that build on distinct concepts and insights into what tops the agenda.

The exposition is open for all Forum attendants and above all aims at bringing together buyers and manufacturers with fashion designers.

Following last year's showroom two expositions were held: in Tokyo and in Florence (as part of Pitti Uomo).
Application for participation in the SHOWROOM section
The BE IN OPEN 2018 Forum is the junction point of the network of fashion market insiders.
Нажимая на кнопку, вы даете согласие на обработку персональных данных и соглашаетесь c политикой конфиденциальности.
Shortly before the Forum, the BE IN OPEN FILMS Festival will take place in Moscow, Saint Petersburg, and other major cities of Russia. The festival program is packed with documentaries that narrate artistic coming-of-age stories of fashion designers, cover the aspects unique to working in the fashion industry, and show how one develops a visual style over time.

The Festival will also feature a short film competition with the focus on fashion and the visual imagery spectrum of the modern Russia. The shorts that make it to the shortlist will be included in the Festival program and will also be screened in participating movie theaters.
June, 8-9, 2018
Feminism, Diversity, Sustainability: International Trends within the Russian Context
Alyona Arefyeva, fashion historian (British Higher School of Art and Design)

State, Fashion, and Civic Consciousness
Olga Gurova, sociologist (Aalborg University)

Glocality in Cultural Production: The Video Blogging Phenomenon
Oksana Moroz (Russian Presidential Academy of National Economy and Public Administration, Moscow School of Social and Economic Sciences)

Exploitation of Subcultural Imagery by Emerging Projects

Misha Buster, artist, curator

Romanticization of Labor In Creative Industries
Margarita Kuleva, sociologist (HSE Art and Design School, Saint Petersburg)

«Not Interested»: Fashion in the Cultural Repertoires of Russians
Tatiana Tretyakova, sociologist (European University at Saint Petersburg)

Session on RETAILING
A «Russian Designers Store» in the Everyday of People Living in Moscow and Russian Provinces
Marusya Kovylova, evangelist of 'Sektsiya' Store Project at GUM, Moscow; buyer at Bosco di Ciliegi

The 2017-2018 Recession. What's Next?
Dmitry Netkach, managing partner at Watcom Shop Mechanics
Aleksey Anisimov, executive at "KultuRRa" Creative Group («Sonya Marmeladova», BONDAREV)

Key Relevant Market Development Trends: Apparel, Footwear, Accessories
Ekaterina Petuhova, independent fashion expert

Small Businesses and Shopping Malls: New Formats of Cooperation

Aldynai Yumbuu, Head of Commercialization Russia and CIS, Retail Property Management at JLL

The Tax Free Shopping in Russian Stores. How to Attract Tourists and Engage Them

Impact of Recession on Luxury Goods Market Development

Off-Price Retailers: Basic Principles of Serving Mass Market and Luxury Segments

Second-Hand and Vintage Shops: is Russia Ready for Conscious Consumption?

Online Platform as a Vehicle for Entering the International Market

Session on DESIGN
Music and Fashion: The Ways the Two Industries Influence Each Other
Ksyusha «Smo» Smorodina, celebrity stylist

Of What Use for a Designer are Big Data?
Kseniya Leri, Founder at Trendsquire Trend Bureau

New Product-Mix Strategies

Anastasiya Novaya, product manager at 12storeez

From Luxury Down to Bridge: Diffusion Lines of High-End Brands

New Concepts for your Old Audience: How to Keep Your Customers Loyal?

Why Russian Concept Stores Collaborate with Fashion Designers

Underwear in the New Sexuality Age
Session on PROMOTION
Fashion Photography: Revolution in the Making or Trend Following?
Katya Turkina/Turkina Faso, photographer, film director, journalist

Contests, Showrooms, Trade Shows, and Other Opportunities to Enter the International Market
Denis Erkhov, co-founder at Dear Progress agency

Department Store Brands vs. Designer Labels: How to Trade off Design and Commercial Feasibility
Alina Muha, Designer at Alina Muha label, former head of production at 31gate

How Visual Merchandising Rules Have Changed?
Maksim Anufrienko, Head of Visual Merchandising Department, TsUM

Millennials, Micro-influencers, and Other Marketing Products

How to Attract Foreign Buyers. Buying Session

Decoding Your Brand's DNA as a Means of Effective Market Positioning

Peculiarities of Niche Products Promotion

What is Wrong with PR Agencies in Russia?

A New Strategy for Consumer Industry Development: Focus on Synthetic and Man-made Materials Production

Relocating Production to Russia: Myth or Reality?

Are Ssewing Factories in Need of State Funding?

High-Tech Performance Apparel and Fabrics: What are They for and How to Work with Them

How Designers Should Build Business Relationships with Knitwear Manufacturers?

Eco-friendly Production Systems
Marusya Kovylova
The evangelist of the 'Sektsiya' store project at GUM, Moscow; a buyer at Bosco di Ciliegi
Olga Gurova
A Cultural studies expert and a sociologist specializing in fashion
Denis Erkhov
The co-founder of the Dear Progress agency, an independent fashion market expert
Tatiana Tretyakova
Sociologist (European University at St. Petersburg), the curator of the Forum's cultural program

Yury Saprykin
A Russian journalist, the managing editor of the 'Afisha' magazine (2003-2008), the editor-in-chief of the joint 'Rambler-Afisha' company (2011-2014)
Margarita Kuleva
A professor at Higher School of Economics - National Research University, Saint Petersburg, Saint Petersburg School of Social Sciences and Humanities, Department of Sociology
Oxana Moroz
PhD in Cultural Studies, an associate professor of Cultural Studies and Social Communication academic department, Russian Presidential Academy of National Economy and Public Administration; an associate professor at Social and Cultural Project Management Department, Moscow School of Social and Economic Sciences; Director of Studies at CultLook, a scholarly bureau of digital research in the Humanities.
Misha Buster
A graphic artist, the founder of the "Hooligans-80" project, and a major authority on subcultures of the 1980s
"... I would like to highlight that the Forum was well-organized and was backed up by promotion materials that featured decent graphic design (a top-notch website and printed matter). As far as I know, BE IN OPEN is the first private effort at self-organizing of the Russian fashion market, which is perceived with a way more enthusiasm than just another session on fashion at St. Petersburg International Economic Forum, which is essentially a branch of the Moscow posh crowd hangout."
Stanislav Rechkovich
"...extreme weather conditions notwithstanding, Hlebozabod No. 9 hosted BE IN OPEN - 2017, a full-fledged Forum for a New Fashion Industry that brought together over 800 people committed to the evolution of the Russian fashion.

The talks covered the right positioning of fashion labels and measures to increase their financial sustainability, the aspects unique to apparel manufacturing and the issue of poor sales under an economic recession, reasonable consumption and the environmentally friendly production process, the pop-up store phenomenon and the principles underlying interactions between designers and marketplaces, add to this sharing insider secrets on how to control the consumer behavior and an overview of cutting edge practices in visual aesthetics. This is but a very condensed list of the topics discussed within the Core Business Program of the Forum".

Yuliya Kalmykova
District F
"Thank you very much for organizing the event! To my mind it proved very interesting and productive as an overall experience. As for my own talk, for the first time in my life I've had a two hour long question and answer session after the presentation. That said, unfortunately the questions themselves revealed a complete and thorough lack of any knowledge related to their rights on the part of young fashion designers. This is always the sad truth to meet with. In the aftermath of each talk I deliver, I start to think that running a project to educate fashion designers on the basics of the practice of law is actually not that bad an idea."
Yana Chirko
Legal adviser at Dentons, the St. Petersburg Branch
"A nice venue, the team behind the event was great: they did their best putting forward every effort to run everything smoothly and to deal with any issues that arose, the program was always kept on schedule; a number of speakers were worthwhile".
Svetlana Slobodina
Nowadays, the industry lacks system. Unless creativity is practiced within a well-established system, brands of international renown are doomed never to appear. What's persuasive about the event is its vision to consolidate a diverse population of creatives to lay the foundation of this very system.
Rustam Eybatov
The co-founder of Affex
I would like to say a big thank you for all to BE IN OPEN. We've found a lot of goodies manufacturing-wise that proved useful when we were working on our summer collection. Seriously, it's super cool stuff.
Mariya Smirnova
The founder of the Inshade brand
I wish to thank BE IN OPEN for making the Forum possible, for its packed schedule and a stellar line-up of speakers, for useful new contacts and meetups with trade colleagues, for an opportunity to test the contest workflow that I've been envisaging for years but never had a chance to implement. Cool, even without state funding the team still manage to accomplish their ambitious objectives setting the bar daringly higher with each new edition.
Andrey Bozhyev
The founder of the LeCharlatan brand
If you are interested in becoming our partner
or sponsor please contact us at [email protected]
We thank our partners for their support of previous editions of the Forum -
Early Bird - a participant of the BE IN OPEN'18 Forum
  • Early bird registration ends March, 19
  • Access to all sections of the Forum
  • Video recordings of lectures and workshops after the Forum ends
₽4,000 per person
A participant of the BE IN OPEN'18 Forum
  • Payment after March, 19
  • Access to all sections of the Forum
  • Video recordings of lectures and workshops after the Forum ends
₽6,000 per person
A participant of the business speed dating session
  • Participation in the business speed dating session
  • Presentation of your project
  • A seat in the networking room to communicate and look for business partners
  • Access to all sections of the Forum
  • Video recordings of lectures and workshops after the Forum ends
₽15,000 per 2 persons
Student ticket
  • Access to one track of the Forum: a general purpose course of lectures
  • Access to Job and Internships Fair and Education Expo
₽2,000 per person
Application for participation in the SPEED DATING section
The BE IN OPEN 2018 Forum is the junction point of the network of fashion market insiders.
Нажимая на кнопку, вы даете согласие на обработку персональных данных и соглашаетесь c политикой конфиденциальности.
Application for participation in the BE IN OPEN 2018 Forum
The BE IN OPEN 2018 Forum is the junction point of the network of fashion market insiders.
Нажимая на кнопку, вы даете согласие на обработку персональных данных и соглашаетесь c политикой конфиденциальности.
Application for participation in the BE IN OPEN 2018 Forum
The BE IN OPEN 2018 Forum is the junction point of the network of fashion market insiders.
Нажимая на кнопку, вы даете согласие на обработку персональных данных и соглашаетесь c политикой конфиденциальности.
program updates, meetings schedule, and other news posted on the official page of the project at Vkontakte