Author: Jelena Safronova
From 29 to 30 October, within the framework of RIGA FASHION WEEK, the international project United Fashion (UF) will be held in Latvia for the second time. The program includes digital presentations of European designers, an offline seminar and an online webinar with the participation of international fashion experts, as well as an exhibition of UF designer collections. Official partner of the project in Latvia is the Baltic Fashion Federation.
For this session, which will be held both online and offline, RIGA FASHION WEEK in cooperation with United Fashion, announced the selection of fashion designers. The purpose of the participation of designers in the project is to showcase their collections to international experts and obtain their independent assessment. Over the past four years, events of the UF project have been held in one of the participating countries (Belgium, France, the Balkan countries, Germany, Portugal or the Baltic countries), accumulating around the international fashion community, increasing the participants' competence in the field of fashion and offering new opportunities for the development and entry of brands into European markets.
Within the framework of RIGA FASHION WEEK, a wide range of UF events of different genres and formats is expected. On 29 October, a webinar will be held on the topic “Digitalization. Brand management during and after a pandemic”. One of the webinar speakers is a representative of the Italian subsidiary of Accenture, who have created a digital platform (and with it a virtual showroom) for Milan Fashion Week. Other experts of this webinar – creative director and designer Daniel Essa (France), who will talk about the development of brand strategy; Philip Mikhailovich (France) – on the opportunities for young designers after the pandemic. Fashion business professional Eliza Drazniece (Latvia) will share practical advice on the presentation of the collection to buyers and end users.The webinar will be held in English and is open for everyone who is interested. Please register here: https://fienta.com/webinar-digitization-digital-communication-brand-management-during-after-pandemic-time The live stream will be available on the official Facebook page of RFW.
Following the webinar, a seminar “Brand Management. B2B / B2C communication” will take place at Radisson Blu Hotel Latvija, where Eliza Drazniece will share her experience on how a brand can stand out and declare itself in a competitive space, the necessary documentation for communication with the buyers and price policy. Designers, fashion and design students, as well as everyone interested are invited to attend the event. Seminar will be held in Latvian. All seminar visitors will also receive an invitation to one of the RIGA FASHION WEEK fashion shows, which will be held from October 27 to 31. Registration for the seminar is available here: https://fienta.com/seminar-brand-management-b2b-b2c-communication
On 30 October within the framework of UF nine designers who were selected among applicants from 11 European countries, will deliver their online collection presentations to fashion experts for their evaluation. The following designers will participate – Caterina Moro (Italy), N/A Studio (France), Diana Arno (Estonia), Irina Tosheva (Macedonia), Kozaricsviktordress (Hungary), Lila&John (Belgium), Montreet (Austria), One Wolf (Latvia), Natālija Jansone (Latvia).
Among the experts: Swedish designer with over 20 years of experience as the creative director of H&M – Margareta van den Bosch, who has implemented the most popular H&M collaborations with Karl Lagerfeld, Stella McCartney, Donatella Versace and Roberto Cavalli; Philippe Mihailovich (France) is a brand architect, professor and strategic consultant for the world's leading brands. Daniel Essa (France) is the creative director and designer of his own successful footwear brand Daniel Essa, recognized by leading publications, including Vanity Fair, Vogue, Elle and others. Eliza Darzniece (Latvia) is a Fashion Brand Manager and Business Consultant. Eliza has experience with brands such as Stella McCartney, The Row, Azzedine Alaïa, Céline, Off-White and others.
In addition, an exhibition dedicated to United Fashion will be open to visitors during the RIGA FASHION WEEK at Hanzas Perons. It will feature European designer collections such as Evgenia Zafirovska (Macedonia), Fyodor Golan(Great Britain), Louis Appelmans (Belgium) and Tanel Veenre (Estonia). For example, Evgenia pays special attention to ecology and production with less amount of waste, while Fyodor Golan, a representative of the “positive intellectualism” movement, speaks of passionate self-expression in his collection – it manifests itself in vibrant colours and technical materials combined with a progressive sportswear aesthetic. Belgian designer Louis Appelmans has created an installation that talks about the impact of the fast fashion movement on millennials. In the collection of Estonian designer Tanel Veenre, dresses created from fabrics according to his sketches resemble unique works of art, and handmade jewellery is based on silver details made of environmentally friendly metal, printed on a 3D printer.
More information on UF: www.united-fashion.eu/
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