Respect for tradition is becoming an increasingly important aspect of fashion today. But the respectful approach to African culture that the Russian capital demonstrated in October is almost unprecedented. Designers from South Africa, Egypt, Libya, Tanzania, Benin, Sudan, Rwanda, Burundi and other countries on the continent shined brighter than ever at Moscow Fashion Week and the massive BRICS+ Fashion Summit.
Connection between past and future
One of the highlights of the BRICS+ Fashion Summit, which was attended by leading fashion industry representatives from over 100 countries, was the Heritage Exhibition. The influence of the national heritage of developing countries in Asia, Africa and Latin America on contemporary clothing design was evident at the exhibition. This trend is a natural reaction to the globalization of fashion and the dominance of large international conglomerates, and has significantly increased interest in ethnography, crafts, and traditional techniques.
At the Heritage Exhibition, the Libyan brand “Born in Exile” presents how the past is connected to the future and how tradition is reflected in the sustainable development of fashion. did. The brand is most concerned with working with factories that prioritize the health of their employees and adhere to ethical labor practices. South African brand Sun Goddess has launched a unique palette of luxurious handmade pieces, authentic fabrics and the essence of the country.
Designer Emma Amoani, who currently lives in the United States, honors her heritage and roots, as her family is originally from Ghana. Africa inspires her to create vibrant collections using only environmentally friendly methods. The work of Rwandan brand Tanga Designs also caught the attention of exhibition guests, striking a harmonious balance between innovative digital fashion and the country’s diversity: animal prints, traditional patterns and bright colors. Ta.
Designers proudly declared their national identity on the runways of Moscow Fashion Week.
Moscow Fashion Week: from national costumes to haute couture
Designers loudly proclaimed their national identities on the runways of Moscow Fashion Week, and this season’s international reach was impressive, from India to Brazil, China, the UAE and Costa Rica. The fashion event also featured a successful South African participant, unique brand Tshegofatso by Design, presenting a collection celebrating the country’s culture and beauty. The combination of avant-garde and grunge created a sensational duo in the collection, and a more universal look guaranteed its functionality.
Many Russian designers who attended Moscow Fashion Week also looked to their roots. The brand Hatsibana presents classic haute couture, but incorporates traditional patterns and a modern interpretation of the national hats characteristic of the Kabardino-Balkaria homeland. Atelier Irina Vorobieva imagined how Russian folk costume would look in the modern world and made ethnic ornaments and dresses with translucent hems the main elements of the collection.
The main inspiration for the Russian brand BEENA was a modern interpretation of the Chuvash folk costume, complemented by the traditional headgear. An important accent was the breastplate made of silver coins, which was considered a talisman. The SaiJamin brand proposes a harmonious symbiosis of tradition and modernity, based on the rich cultural norms of the Circassians. Viewers watched as capes took center stage, accented with golden buttons and a traditional aesthetic hinting at ethnic costumes.
