Global Talents Digital: Mercedes-Benz Fashion Week Russia

Russia Launches First Hybrid Online Fashion Event

Global Talents Digital, the world’s first hybrid international online fashion-project slated for June 10 and June 11, 2020, will combine real designer collections along with the digital ones. Virtual and human models will present new fashion collections, and Virtual Instagram celebrities will deliver their personal digital collections. 50 participants from 20 countries will show their collections and works in an unconventional format of video presentations, some using AR technology and digital avatars. Fashion will be complemented by animated visual art, including digital works by 3D artists created especially for Global Talents Digital. For two days, streaming content can be followed on social media networks and viewed on over 100 websites throughout the world.

Global Talents Digital is an online version of the Global Talents project, launched by Russian Fashion Council to support cutting-edge brands throughout the world. Dozens of fashion talents from 10 countries debuted their catwalk collections at Mercedes-Benz Fashion Week Russia in past seasons. The key feature of the new project is that it will bring together real and totally digital collections.

— Alexander Shumsky, President of Russian Fashion Council and Mercedes-Benz Fashion Week Russia

Augmented Reality (AR) will become a part of the live stream; using smartphones, viewers will be able to move fashion looks to private bedrooms, for example. A digital artistic team from ЯZAT in collaboration with graphic designers Bayat Akerov, Viktoria Kobelkova, and The Digital Mary, have made some digital versions of participating designers’ collections, which will be also available in AR.

Global Talents Digital lies beyond classic fashion seasons and covers many countries both thanks to the participants and the live streams: from the South Africa to Japan, from the USA to Australia. And the connection point is Moscow, Russia, where most of the Vol. 1 participants come from. We have been systematically supporting and promoting emerging talents for many years. The global lockdown situation prompted us to look for some new formats, and Global Talents Digital in June 2020 is going to be one of our experiments. It is a contribution to a vibrating world fashion scene, full of the great talents.

— Alexander Shumsky, President of Russian Fashion Council and Mercedes-Benz Fashion Week Russia

The list of participants includes the Peru-based brand Annaiss Yucra, who prepared a collaboration with a virtual model Ivaany from France. Another collaboration on the online event’s schedule is the joint presentation by the Be.Li.Ve. brand and Australian digital models from the Klubb Visuals Agency, Candice Klubb and Bambi. Kim Zulu, a virtual model from South Africa (RSA), is going to deliver her debut personal digital collection. Aliona Pole (Russia), a well-known digital model who took part in Mercedes-Benz Fashion Week Russia online in April, will present her collection as well.

During Global Talents Digital, both Russian and foreign designers will present their collections. The list of participants includes Chapurin, Varvara Zenina, into|into, Not for Sale,, Samshit, Amarin Jewelry, Ola Ola, Beinunison, Daniil Kostyshin, Rabbithole, Bayartaev, ophelica, Gidroplan, Alkhanashvili, Be.Li.Ve. (Russia / France), Sushchenko (Russia / Iceland), Chain, Vanesa Krongold (Argentina), Jake Liu (Australia), Florentina Leitner (Austria / Belgium), Femme De Mars (Belgium), Juan De La Paz (Bolivia), Guido Vera (Chile), Tommazo Studio (Cyprus), Svoboda Ravenstvo Bratstvo (France), Ns Gaia (India), Viviano (Japan), Annaiss Yucra (Peru), 13/7 (Poland), Också (Spain), After Work Studio, Rahel Guiragossian (Switzerland), Anciela, Linus Leonardsson (UK), and Shell (USA).

8 artists have created their digital pieces especially for Global Talents Digital. During the online presentations, the audience will experience creations and demonstrations by Russian artists including Sub Sensus, who has worked with Travis Scott, and Fernand Clarke, a motion designer and CG artist who has supervised CG decorations production for a musical operetta at the Bolshoy Theater. Others who will share results of their work using innovative technologies include Vel Ly, who has worked with brands like Dior, Givenchy, Dolce & Gabbana, Cartier, Lancôme, and Egor Golopolosov who has worked with Disney, Coca-Cola, and Coach. Additionally, the audience will see works by three German artists: Antoni Tudisco, a 3D artist and art director who has collaborated with Nike, Versace and MTV, Marc Tudisco, a 3D artist and art director who works with Nike, Reebok, Sprite and many other brands, and Timo Helgert, a digital artist and creative director who has made a series of 3D videos “The Return of Nature”, in which he expressed his message of hope to everyone who has suffered from the COVID-19 virus. Furthermore, an Italian 3D artist Alexey Severin will present the results of his collaboration with a French virtual model Serah Reikka. Alexey is currently working with the Recycle art group, and their collaborative projects were presented at the Venice Biennale and Center Pompidou in Paris. Musical background at Global Talent Digital will be provided by DJ Groove.

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