Mercedes-Benz Fashion Week Russia

The aim of MBFW Russia has always been supporting local up-and-coming designers throughout the world. Due to the pandemic, small businesses have suffered through the year, among them – local brands. It was the matter of the highest importance for us to provide the worldwide recognition of local brands from different cities and countries. During the pandemic we recreated the format of MBFW Russia under the motto of joint efforts. Despite the fact that we limited the number of physical shows’ guests and implemented a strict safety protocol, we made it super easy for viewers from any part of the planet to follow the shows. We united a mix of more than 74 local designers' shows and video presentations in real time from six geographic locations in one broadcasting player in social networks and media throughout the world. MBFW Russia was the first Fashion Week in the world that launched a 4-day Fashion Week reality show on TikTok. For 5 days a special virtual showroom 360° created in collaboration with BrandLab Fashion was available for purchasing the new collections.
To expand the core audience of engaged users and get more potential clients for the designers we launched Fashion Week TikTok reality show that became an interactive platform where viewers could learn more about designers and the event. We invited popular bloggers, fashion editors (Grazia, Glamour) to be hosting the reality show that included fashion presentations, backstage of the event and interviews with guests, etc. MBFW Russia reality show gathered 0.9+ mln views in 4 days with non-stop comments during the whole time. Special hashtag #месяцмоды (adopted #TikTokFashionMonth) was launched for the event and collected 60.7+ mln views.
The event was broadcasted on 100+ websites of leading international media (Paper Magazine USA, L’Officiel Italy, etc.) and social networks. The event’s live stream gathered viewers from 1000+ cities together, gaining 10+ mln views in 5 days. MBFW Russia was covered in 1000+ publications from 25 countries, including Vogue Italy, Russia, The Business of Fashion, Paper Magazine, The Guardian, Elle Czech Republic, Russia, Glamour Russia, Harper's Bazaar Vietnam, Russia, Instyle Russia and others.