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Style, innovation & equality
Moscow Fashion Week

There’s huge potential for Scandi brands on the Russian market, according to this brand expert

”Moscow actually shows many qualities that one must experience in order to understand. Their cultural life is truly as rich as New York, Berlin and Paris.”

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Words: Johan Magnusson

When Peter Jäderberg first visited Mercedes-Benz Fashion Week Russia in 2016, he was a little uncertain what level to be expecting.

— But it turned out to be one of my best experiences, they are totally on the same level as London, Paris, and New Work, he says. To be completely honest, it even feels so much more exciting than other fashion weeks. The difference, of course, is that they don't have the iconic fashion houses, but the feeling is the same when you are there. MBFW Russia has really succeeded in creating the atmosphere needed to make an intimate, youthful, welcoming and international.

His background goes back several years in consulting in the creative industry and publishing. Today, he’s a partner and publicist of the European communication agency Outerinsight, which integrates brands and talents in everything that fits in the cultural field. And, last week he was back in the Russian capital for another edition.

— What fascinates me most is that the scene is almost a little bit underground and fresh, they really embrace international designers with strong expressions. MBFW Russia are not politically or creatively controlled as media usually would think. What may be surprising is that this event really gives room for diversity and openness. I think it is sad that we usually have such a narrow view of such an interesting country. We can definitely count on MBFW Russia as one of the most innovative fashion weeks in the world. I think their heritage in art and theater reflects the country’s orientation and deep knowledge of fashion.

Almost all international fashion media were present this season, including Vogue, Harper's Bazaar, I-D, Dazed, Love, Metal, Elle, an Grazia. And one Swedish brand made a clear mark on Peter Jäderberg.

— I got the chance to discover and meet MLTV. I am so proud that we have so many successful designers from Sweden. Creative Director Anna Sjunnesson really showed off her artistry in fashion. A fantastic collection with a sense of architecture in a minimalistic way. It’s just a matter of time when Anna will be recruited to the big giants like Celine, Lagerfeld, or Loewe. We hope she doesn't!

mltv-clothing-anna-sjunnesson-moscow-fashion-week-global-talents-2019-13 MLTV Clothing SS20 at Moscow Fashion Week.

How’s the Russian market?

— There is a very poor presence of Scandinavian brands in Russia. It is quite unclear to me why this is so, but it may be more ignorance than directly any explanations. I should probably emphasize that the larger metropolitan areas — Moscow and St. Petersburg — are probably most relevant for key distribution. They have the luxury scene, audience and tourism needed for shopping. I think you need to be an established brand like Acne Studios, Common Projects, Eytys, Our Legacy, Byredo, or CDLP in order to survive there. They really love these brands.


Related: ”This show was an outreach to all queer friends in Russia and the world!” MLTV’s part Four of Episode XII collection hits the Moscow Fashion Week runway as one of ten Global Talents