Mercedes-Benz Fashion Week Russia

MBFW Russia as the largest fashion event in Russia and Eastern Europe has been always supporting local up-and-coming designers for many years. The pandemic has seriously affected such brands, so we felt how important it is to create an environment where viewers (journalists, influencers, buyers, potential designers’ clients, fashion experts) from all over the world could see and bring coverage to their collections. Being in a situation when the number of viewers on physical shows is limited, this concept was the best option since any person, regardless of location, could virtually attend the shows.

We invited 74 designers from 6 countries to demonstrate their collections in different ways, including physical shows from 6 cities and video presentations. To attract the audience throughout the globe we created strategy of content distribution that envisaged the placement of the broadcasting player on 100+ major international media websites (Paper Magazine USA, Elle Czech Republic, etc.) as well as livestreams in social networks (TikTok, Facebook, YouTube, Twitch, VK).

Using social media to promote participating brands, we drew attention of generation Z and millennials interested in fashion, journalists, influencers, buyers and potential designers’ clients. Seeing growing interest in TikTok as one of the most popular platforms worldwide, we chose it to hold the world’s first Fashion Week reality show. During this project viewers saw the backstage of the event by means of interviews with designers, models, guests, etc. The hosts of the reality show were popular bloggers, fashion experts (Grazia, Glamour), actors etc.

Another initiative was a special virtual showroom 360° created in collaboration with BrandLab Fashion where users from all over the world could look at designers’ collections and purchase garments.

As a result, MBFW Russia gathered together millions of people, gaining 10+ mln views across all platforms and 0.9+ mln views of TikTok reality show. Special hashtag #месяцмоды (adopted #TikTokFashionMonth), launched for the event, collected 60.7+ mln views. The event and participating designers were covered in 1000+ publications from 25 countries, including Vogue Italy, Russia, The Business of Fashion, Paper Magazine, The Guardian, Elle Czech Republic, Russia, Glamour Russia, Harper’s Bazaar Vietnam, Russia, etc.