Head of the Fashion section of the ARTPARAD shift at Seliger Alexander Rogov spoke about the goals of students' stay at the forum
Alexander, how would you rate the work of the forum participants?
Most of the exhibitors' collections are like the student collections of 4th year students who do not pull either pret-a-porte or clothes for everyday life. Basically - design experiments and finding yourself. At the forum, we want to ensure that the participants understand that fashion is something that you can earn money on, and money can only be earned on what you can sell. From what we have seen, only the first and the last collection can be sold (comment Olga Shurygina and Alexandra Bykovskaya for the Dementia collection and the Cap. America collection), because the authors already understand - for whom they are doing this, they represent their potential audience and are already selling their things, stars are filmed in them. In particular, Victoria Daineko (Star Factory) starred in a dress from the Dementia collection,Evelina Khromchenko also fell in love with this design duo and is trying to support him in every possible way. The rest of the designers do not yet quite understand what they are doing.
Was it difficult for novice designers to get to Seliger?
Yes, we had a selection, but there was no task to select established designers here. Among the large number of applications (about 5 people per seat, ~ 100 places), we did not select several worthy works and arrange a forum for them, we were not interested in completely inadequate applications such as dresses from garbage bags, flowers, etc. both potentially interesting people and those who do something incomprehensible to the mind. We wanted to teach the latter how to do it correctly and competently, or to show them that they are not doing what they need, there is no need to waste time on this and master other specialties. This is not a format of creativity, the purpose of which is to surprise mom or dad. Fashion is a business, and if you do it, you need to understand what you are doing.
Does ARTPARAD plan to expand with related fashion professions - photography, PR, models?
We cannot recruit 100 people from all over Russia for each stream, but as part of the shift already underway, we invited models, photographers who talked about their work, and also showed how they do it. There is a certain part of the audience here who are engaged in journalism, write about fashion, a lot of lecturers tell quite a lot of useful information for those who do not just make fashion, but work in related areas.
What can we expect new at the next Seliger?
I have not yet decided on my participation in the subsequent shifts of ARTPARAD, for me it is quite difficult both physically and mentally to be away from civilization, because I am an urban person and it is difficult for me to live 10 days on the field. For me, my direction in the framework of ARTPARAD is a certain social mission - to share my experience with students. We do not tell them how to sew a sleeve, we do not tell them about grooving, cutting, sewing, we talk about how to become successful, achieve what they want, show what they are doing right or wrong.