Designers Offer Freedom of Choice
Published: December 25, 2013 (Issue # 1792)
The city’s art and fashion cluster Loft Project Etagi will host the collections of more than 70 small brand fashion designers from Dec. 27 to 30.
The presentation will be a New Year marathon sale of designer clothes, accessories and gifts that organizers are calling the Freedom Market. The items will be sold at affordable prices, the organizers said.
The main idea behind Freedom Market is to influence the way city residents dress “for tomorrow.” The organizers say that they have selected noteworthy designers who they feel are sensitive to future fashion trends. Among the designers are to be found both young designers just starting their careers as well as more established brands and names.
Many of the designers will attend the event to meet potential clients and share their vision of trends in recent fashion.
According to head of the Freedom Market project, Dmitry Timurshin, such events give small brands a chance to reach a wider audience. Such an opportunity, he said, is very important in the difficult economic climate for fashion design in Russia.
“We want to raise awareness of Russian brands and to help them come to market as well as freeing people from stereotypes imposed by the mass market,” Timurshin said.
Freedom Market is not the first fashion and design project for its founders. In St. Petersburg, there are two showrooms, called Freedom Stores, which offer a wide choice of clothes, footwear and accessories by small brands from Moscow, St. Petersburg and other Russian cities. The showrooms give fashion designers an opportunity to introduce their collections for sale without having to pay for the privilege.
For the organizers, a small brand is defined as being a company run by one or several fashion designers that produces collections of clothes, footwear, accessories, gifts and other items in limited numbers with an efficient production process that allows for strict quality control.
The goods offered at the event during the next week are available online and at small curated showrooms but cannot be found on the mass market.