Generation Next. New flagships of the fashion market

The Russian fashion industry is experiencing a noticeable change of key players, with young ambitious brands coming up to challenge established leaders. These new players do not just attract attention with their originality and fresh perspective but also change the game rules by using innovative business-making approaches. In the era of digitalization and globalization, they are dynamically exploring online facilities, making experiments with sustainable fashion, creating capsule collections and attracting audiences through social networks and collaborations with artists and influencers. This dynamics shows that the future of Russian fashion is in the hands of those who are not afraid to take risks and sail against the wind, offering consumers new ways of self-expression and style that does not follow any traditions.

1. Who directs the young fashion parade now, and who will be at the top of the list in a year?
2. What is the secret of their success? How do these brands surprise and attract us?
3. The role of social networks and digital platforms. What original digital techniques and marketing tools outline newcomers among long-established brands in the market?
4. How do consumer preferences change among youth and millennials?
5. Which alternative distribution channels (pop-up stores, online platforms. direct-to-consumer) are most effective for beginning designers?
6. How does the growing popularity of local brands affect the perception of Russian fashion products abroad?