Fashion as cultural diplomacy. Global prospects for designer brands

Fashion not only reflects cultural traditions, transcending geographical boundaries, but it has also become a powerful tool of cultural diplomacy. Russian designer brands are showcasing innovative solutions and unique cultural features on the global runway. Renowned designers like Denis Simachev and Alena Akhmadullina have brought Russian style and prints to the global level, introducing local aesthetics into global trends and teaching the world to 'speak Russian'. What mechanisms and tools are available to support cultural initiatives and propel designer brands onto the world stage? How do designers become cultural diplomats in the world of fashion?

1. What role does fashion play in cultural diplomacy?
2. Which brands and designers have already succeeded on the world stage?
3. How can brands maintain their uniqueness while scaling and integrating into global cultural trends?
4. What competitive advantages do small designer brands and large fashion companies have in the context of soft power?