June 27 at the I International conference “ARTtalk. Art After”, a special session-case study“Fashion vs Pandemic”was held. Significant representatives of the industry spoke about the transformations in the fashion industry, each of whom is a visionary and a prominent figure in the Russian fashion industry.
The full version of the Fashion vs Pandemic case study can be viewed here:
“The mask has become the symbol of the pandemic and lockdown. The 2020 mask will definitely remain as a sign of our time - a symbol of uncertainty and anxiety. This is such a very visual accessory. And for many designers, masks have become a kind of litmus, an accessory in which their stylistic DNA unconsciously manifested itself - laconic or decorative, graphic or picturesque, brutality or delicacy. And a serious question arises: is the mask a temporary transitory attribute of a pandemic or a permanent “new real” accessory? Is it possible for the mask to become our daily routine, a post-pandemic cultural code that fixes new priorities? During the time of forced isolation, life seemed to slow down, and people rethought a lot, even the motivation to wake up in the morning. The pandemic has divided our lives and the fashion industry into before and after. You can't go back to the past.The fashion industry resonated with this subtly and accurately. The new moods were reflected in the spring covers of glossy magazines, showing unity, gratitude, hugs, love.”-Anna Lebsak-Kleimans, CEO of Fashion Consulting Group, analyst, professor at the Higher School of Economics with twenty years of practical experience working with the most interesting projects in the Russian fashion industry.
“We all remember Spielberg's film Ready Player One, where from the first minutes we see a world in which people put on masks and strive for virtual reality. There they can be who they want to be: change sex, become superheroes, have different physical characteristics, have superpowers. The virtual world has become an everyday reality for us too: projections of our life on Instagram, negotiations on ZOOM, voice messages instead of letters. Lockdown gave us the opportunity to pause, reflect on new needs and experiment with a completely new direction for us - virtual clothing. We dedicated our first experimental digital clothing capsule to the Dymkovo toy. Now we move on to more practical things that we will offer our clients. It is interesting that the first boutique has already appeared, which wants to buy these collections from us!” -Alena Akhmadullina, designer of brands AlenAkhmadullina, AkhmadullinDreams. Alena was 10 years ahead when she made a breakthrough of the "Russian heritage" into the avant-garde of fashion.
“IT direction and On-demand for the brand, that is, customization - these are the two main directions that have developed in our company during the pandemic. During self-isolation, self-expression is especially important, as evidenced by the popularity of projects such as #isolation and the Ball and Cross groups. We analyzed thousands of illustrations born during the pandemic by a wide variety of authors, professionals and amateurs. Our important conclusion is that social isolation has stimulated vivid visual self-expression, and it will require bright non-standard solutions from designers. The second direction is an appeal to nature, nature, natural colors, shades and patterns”. - Alexandra Kaloshin, founder of the Solstudio Textile Design group of companies and the Radical Chic brand. Alexandra is a visionary in textile design; Solstudio Premier Vision chooses prints as trend guidelines for world manufacturers.
“I think that fashion shows are divided into traditional ones, those that take place in the real world, in which people meet and communicate. And as long as there is a need for personal communication, and such shows will continue to exist. Major brands will continue to broadcast their aesthetics through their own staged fashion shows. And digital shows will inevitably develop very actively, since video shows are available for any brand. They have no limits for creativity. And this is a stimulus for the development of new aesthetics. We made the first such art project show in 2014, and we made the virtual 3D transformers accessories even earlier - in 2007 for a fashion show in collaboration with LEXUS. Then it seemed fantastic, distant futurism. And today it is reality, and I am quite ready for it. " - Dmitry Loginov, designer of the brands Dmitry Loginov and ARSENICUM. Dmitry is the leader of men's fashion, anticipated the luxury hi-tech streetwear and the "general sporting" of men's classics, the cult director of the sharpest and most conceptual fashion shows.
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