Start a Dialogue and Find a Solution

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Industry professionals from many countries are taking part in the BRICS+ Fashion Summit business programme. They have arrived in Moscow to discuss the key and most urgent problems of world fashion: international co-operation, sustainable development, the prospects for local brands and the impact of the latest technologies on manufacturing. The BRICS+ Fashion Summit foreign speakers will talk about the most important aspects.

About Sustainable Development

We can see positive trends in the fashion industry. There are a growing number of brands looking to produce clothing in a more sustainable and ethical way. There is a growing demand for sustainable materials. Consumers are increasingly choosing clothing made from organic cotton and recycled polyester. The rise of circular fashion.

SENAN KAMEL, General Director, Baghdad Fashion Week, Iraq


Circular design and production are prominent solutions being developed. With the increasing rise of social media, which has expedited the growth of Fast Fashion and consumerism, this tool is also assisting new generations with a more sustainable consumption interest and awareness. Representatives of different generations are fast becoming more sustainable in their choices, with a growing pride in local brands and supporting their communities. A further vested interest by these generations in Slow design to capitalize on authenticity is supporting their purchasing power.  

GREGG MARAGELIS, Head of Institution and Director, Cape Town College of Fashion Design, South Africa


On Effective Cooperation Between Countries in the Field of Fashion

It is crucial to foster cultural exchange and understanding. Encouraging cross-cultural collaboration can lead to innovative fashion creations. It is vital to develop and adhere to clear guidelines and standards related to labour practices, environmental sustainability and ethical sourcing, including transparency in the fashion supply chain. Third, sharing best practices with one another and with smaller, emerging brands through initiatives like mentorship programmes, knowledge-sharing platforms, or industry conferences. Fourth, it is important to encourage trade agreements, promote fair trade and open markets facilitating movement of fashion products between countries. Finally, it is vital to embrace digital platforms for global outreach and trade.  

 SHIRENE RIFAI, CEO and founder, Jordan Fashion Week, Jordan


On Increasing the Value of Local Brands and Opportunities in Local Markets

Local brands have received carte blanche to become successful. Entering the market in the right way makes it possible to become a popular sellable brand very quickly. Success is accompanied by many factors, including the loyalty of the domestic buyer and a striving toward individually made garments. Then again, there is the fall in competition due to withdrawal from the local market by the mass market, which could not be competed with. Also of significance are state support and the appearance of new platforms for presentation.  

YANINA Hancharova, Founder, the Belarus Fashion Counсil and Belarus Fashion Week, Belarus


In Africa, the value of local brands and cultural identity is paramount. Countries are keen on nurturing their unique fashion identities and highlighting the diverse and rich textile traditions. The future of the industry in Africa is likely to be driven by appreciation of local heritage and establishment of homegrown brands reflecting the continent’s unique identity.

MARSHALL MUTSAMWIRA, Director, Zimbabwe Fashion Week, Zimbabwe


The future of the fashion industry starts with increasing value of the local brands in quality, sustainability, creativity, and affordability. Going global with such brands becomes much easier than the opposite.  

Paul Antaki, Co-Founder, The Egyptian Fashion & Design Council and Egypt Fashion Week, Egypt


Local brands have their own identity and, in the case of Mali, with the few resources at their disposal, they rely on local production by highlighting craftsmanship and know-how. In this, we manage to achieve objectives by supporting, albeit modestly, the local economy in a sector hit hard by the crisis.

Awa Meité, CEO and Designer, the brand Awa Meite, Republic of Mali


On the Impact of Innovation and Digitalization on the Fashion Industry

Now we create fabrics by computer, we can buy a virtual dress or hat or sunglasses, but what is the future of this? Like the famous Coperni spray painted dresses, are we really ready for this? First of all, we need to change the face of the fast fashion industry, which is the main cause of global pollution, too. Human exploitation is a real problem in some countries as well.  

NAWEL NEDJARI, Co-Founder and Director, Alger Fashion Week, Algeria


First of all, the rise in e-commerce offers global reach. Digital fashion shows and virtual experience are becoming prominent. Yet, the challenge lies in maintaining the tactile and sensory aspects of traditional fashion events, which contribute to the overall brand experience. Innovations in sustainable technologies, such as 3D printing and sustainable materials, offer opportunities for eco-friendly fashion.

At the same time, with increased digitalization comes the data security and privacy challenge. Fashion brands must navigate ethical use of consumer data.  

JAY ISHAK, President, Malaysian Official Designers Association, Malaysia


Innovation and digitalization will revolutionize the retail experience. Virtual and augmented reality can create an immersive shopping experience. Artificial Intelligence (AI) would provide hyper-personalized experience and predictive forecasting in trends. Data-analytics can improve inventory management. However, the existing workforce needs to re-skill. Cybersecurity risks grow as more data becomes digitalized. It will be crucial to balance personalization with privacy.  

SHADRACK MUWANGUZI, Creative Director, Abryanz Style and Fashion Awards Africa, Uganda


By using the latest technologies, such as 3D-printing, automation and improved production management systems, companies can create and distribute their output faster and more efficiently. The second major advantage is customization, the possibility of creating unique products to meet customers’ specific demands, which could bolster loyalty. Innovations in materials and manufacturing processes allow the negative environmental impact to be reduced and use of the latest systems for managing stocks and logistics helps cut costs and improve supply efficiency.   

ARZY VAQIFQIZI, Azerbaijan Fashion Week, Azerbaijan


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