�0
m������������ f������ ���� r�����
zero effect on its international coverage in this case . That ’ s why it comes as no surprise that over several recent years some Russian designers after having had their shows in Moscow during MBFW Russia , received offers to dress such world A-list celebrities as Lady Gaga , Gwen Stefani , Rihanna and others .”
Business innovation A special mention should be made of the main business event of Mercedes-Benz Fashion Week Russia – the Fashion Futurum Startup Show , a follow up on Fashion Futurum International Conference , which was successfully launched last season . From the 70 applications , which had been submitted , the selected 12 were presented . Young teams , who had come up with innovative and original solutions for fashion industry , were given a unique opportunity to present their ideas at the main national fashion platform . Seminars with the leading Russian and international fashion technology experts formed an important part of the Fashion Futurum Startup Show . The presentations of the start-up projects were judged by a respectable jury consisting of business acceleration , venture capital investments and fashion industry experts . Selection of participants for the first fashion
�0
start-up show was carried out in collaboration with GenerationS business accelerator . The best teams chosen by the experts were awarded an opportunity to take a course at Fashion Technology Accelerator ( Milan ), as well as participate in Splush Helsinki and the March edition of Mercedes-Benz Fashion Week Russia .
This season , MBFW Russia continued to experiment with Virtual Reality ( VR ) and explored new horizons in the Augmented Reality ( AR ). The latter is the best way to demonstrate on a 2D screen what the virtual environment looks like . Unlike VR-helmet , augmented reality relies on social network resources . Witnessing other people ’ s positive virtual reality experience through social networks , users get interested in trying it for themselves . Journalists , bloggers , fashion illustrators received a unique opportunity to dive into the virtual world . Using HTC Vive virtual reality set and Tilt Brush interactive visualization software everyone could operate a 3D-brush to create a 3D picture applying dozens of various tools , choosing colours from a very wide palette , employing animation .
It is worth recalling that a virtual film about Mercedes-Benz Fashion Week Russia , The Mirror to the Soul , was awarded the Best VR Travel Film or Experience at the Virtual Reality Festival ,
FASHIONLINE