Global Talents Digital: first international hybrid fashion project

Global Talents Digital: first international hybrid fashion project

The first edition of the international hybrid fashion project, Global Talents Digital has just closed its doors. Global Talents Digital, the off-season online project by Russian Fashion Council powered by Mercedes-Benz Fashion Week Russia was joined by Digital artists and 6 digital models. On June 10 to 11, designers presented their new digital and real collections, demonstrated by virtual and human models.

In VK, Facebook and Instagram alone publications and streams from Global Talents Digital were viewed 2.5 mln times, with most of the views registered in the Russian VK social media. Streamed video presentations were watched throughout the world at 100 Russian and foreign websites, including online venues of popular Paris, Milan, and Berlin based concept stores and showrooms.

Virtual shows utilized interaction functions: thus, during live streams, viewers could use QR codes to explore the looks in more detail in Augmented Reality (AR).

#перезагружаюмоду (in english #rewiringfashion), a collaborative hashtag by TikTok and Global Talents Digital got almost 20 mln views. Most of the Global Talents Digital participants follow the sustainable fashion principles, and the challenge in TikTok was to bring the audience’s attention toward the overconsumption issue and the changes taking place in fashion, including the technology-based ones.

“One of the key advantages of online events is the opportunity to give chance to the emerging designers from across the globe to come out of the major brands’ shadow, present themselves both locally and globally. Global Talents Digital was streamed in 20 countries, and caught buzz everywhere. We’ve flared things up with Augmented Reality, digital clothing, and virtual models, and all of that made the event particularly attractive for the online audience,” said Alexander Shumsky, President of Russian Fashion Council and Mercedes-Benz Fashion Week Russia.

“Russian Fashion Council is already accepting entries from designers for the next Global Talents Digital, which is to take place on August-September and be totally dedicated to sustainable fashion against the rapidly transforming industry background. This will be a story about conscious consumption, advanced materials, recycling, and slow fashion. All of those rocketed back to the top of the trends because of the pandemics,” he added.