The examples of Bauhaus and Antwerp show that culture and society can be reformed by a small group of people.
2. Phase Transition
As it was at the beginning of the XX century, modern society is in a situation of phase transition. The world is rapidly and globally virtualizing. We spend ten hours a day on the Internet. We pay more and more attention to our "digital bodies" in social media and follow virtual objects, characters and brands.
3. Chance to Reset
Physical features are not as important for Gen Z as the virtual image and cultural codes. The importance of the virtual world opens up the possibility to transfer the language and symbols of the previous culture to a new language, which 032c called "content". For Russian fashion, this means a reboot of the entire industry. That is how Soviet physicists became programmers and created an advanced industry in the new circumstances.
4. Historical Background
In the XX century light industry developed in the USSR, while in the West fashion industry - a unified ecosystem of players, from productions to creative professions - was formed in a competitive environment. Nowadays this system works in Paris, London, New York and Milan, and we are building one in Moscow.
5. Fashion as Social Institution
Contemporary fashion is an ecosystem of production, retranslation, consumption and meanings that are linked to them. There are hundreds of participants involved in the fashion ecosystem – from manufacturers and textile companies to editors and stylists. Sustainable brands appear as a result of precise and coordinated work of all the components of the ecosystem.
6. Method of Reforming
The objective of all the events of the Forum – The Conference, The Trade Fair of fashion businesses and brands and The Film Festival – is to create new links between all participants of the Russian fashion ecosystem and to unite the creative and the production industries. The more stable the links are, the stronger the industry is.
7. Generation Z Estimates
The market is in crisis, so it underestimates the creative component, but its importance will grow with the increase in the share of the virtual product. The remains of the Soviet light industry will decline as soon as the new generation of consumers grows.
8. Breakthrough Innovation
Focusing on the demand that does not require creativity, we remain in the "market before Uber" and lose the new generation of consumers, giving the market up to Asos and ZARA.
We want to define the future of the Russian fashion industry. In order to win the market in 5 years, it is essential to focus on those who create a cutting-edge product on the global level. The importance of talent is increasing in the conditions of overproduction. The more money we invest in creativity today, the more competitive we will become tomorrow.
9. First Results
The participants of the Forum can be found in 50 concept stores around the world, including Opening Ceremony, RareMarket, VFiles, Selfridges, SSENSE. These are the influencers that the majority of world retailers focus on. Today we are building a unified ecosystem in small business in order to create the new Russian fashion industry in ten years.