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Fashion , Joy's World


Mercedes Benz Fashion Week RUSSIA 


day 1

Moscow October 2019

A visual story by Gili Biegun

I felts like a little girl in a candy shop walking in The Moscow Manege for the first time. Professional make up artists offering free makeup sessions, 2 700 guests runways, pop up shops and a VIP champagne bar. 

But it was a quick visit at the backstage that revieled to me that MBFW Russia is so much more then the glamours  convention direction and owner Alexander Shumsky designed it to be.

Open minded, diverse and global. It feels as if MBFW Russia brings Moscow to a better the future.



Global Talents


with a focus on functionality, AWS (after work studio) stands for fashion that is season-less in the classical sense. With a combination of feminine elegance with both sporty and classical elements, AWS develop collections which has a series of garments that present their continuous collection, with a focus on sustainability and local production. The fashion designer Karin Wüthrich and the graphic designer Matthias Fürst co-founded AWS 2016.

On the first day of MBFW Russia as part of the Global Talents platform they gave us a free and varied collection of wool, skiwear and mini-jackets in orange, all accentuated with black straps and ribbons. The designers found a wonderful overall tone of deep, woolly black and coral tones.


Global Talents


The Buenos Aires born, Lucía Chain is a Fashion and Textile Designer with postgraduate degrees in Sportswear Design (UBA, Argentina) and Fashion Business (Scholarship at Marangoni Institute Paris, France). After winning different competitions and having her own shows at BAFWeek three times in a row, her brand was projected to international fashion weeks in England, Netherlands, Italy, France, Finland, Uruguay, Chile, USA, Costa Rica and Japan; She was named by Vogue Italia and Vogue Talents: one of the Next green talents (2018). Awarded by the Argentina Fine Arts to develop her collection in 2017 and by the Marangoni Institute to study in Paris. Today her work is part of an exhibition at Salvatore Ferragamo Museum ("Sustainable Thinking", Florence, Italy)

Chain concept is about EARTH becoming HOME AND SHELTER.

The collection is made from pure and raw cotton, carefully utilizing the natural fiber resources of their homeland. Barefoot and meditative, the models walked on the runway dressed in garments made of thick, comfy fabrics.


Nikita Kalmykov is a designer of Atelier ODOR, a menswear brand based in Moscow, Russia. In 2015 Nikita started Atelier ODOR.

The brand ODOR has become somewhat of a legend recently, with its hedonist and romantic aesthetics.
The Atelier ODOR concept - is a concept of an Italian Sartoria, when one who owns a piece of highest
sartorial art understands the importance of acquitted investment.