It’s been a long journey. I’ve always loved fashion but I started out in Finance and Advertising. After awhile I’ve decided to follow my calling and focus in a completely new direction for me –fashion industry.  I think that you can make high quality product on all fronts within the limits of budget.

The decision to create Russian Fashion Root came after extensive communication with young designers who were present on the market for years, but whose growth has stalled.  They don’t have any support or system that can create dialogue marketing with their target audience. The potential customer cannot define his or her attitude to Russian designers or Russian manufacturers of quality craftsmanship of fashion clothing, accessory or jewelry, thus lowering the prestige of the brands.

The main idea is promotion and support of new and existing brands and designers with Russian roots. We would like to introduce the audience to Fashion characters and products that are represented on the market and create appealing narratives for the consumer. We’ll explain their unique attributes, what the newest and freshest ideas are and show what quality manufacturing looks like.

We would produce fashion events to showcase upcoming and existing designers and brands via cross-promotional platforms, where many talented and creative people can be seen in one place and where the customer can personally meet the designers from different parts of the country and buy something that they had their eye on.  They can also speak directly to the creators, look at their new work, ask questions and exchange contacts.  We are creating a new level of fashion events with new format and new tasks.

 

I think that the entire system of the Russian fashion industry needs long-term persistent work, and much should be overhauled.  Our credibility is strongly undermined. There is no loyalty or protection for the industry.  First of all, there must be support from the Government.  Besides, we should assure competent management and continuous improvement by designers and companies of their line products, quality and practices. Of course many lack necessary education, but, once again, support from the Government and the long-term investment cannot be underestimated.

 

I’m wary of giving advice.  As to me, I believe that if you make a decision regarding a career, then you must research and study all current practices and opportunities from the inside (if you can). Fix your weak points and move on the planned path.

 

I’m actually at the very start of my career, and I’m not ready to say anything more at this point.  But it goes without saying that I believe in what I do. I would like to add that my education in finance as well as in Fashion and Fashion Styling that I received in the British Higher School of Art & Design have been crucial in my chosen career path.