With the Fall fashion season over, it is customary to take stock of the numbers - just how effective was the strategy taken by Russian Fashion Council and Department of Entrepreneurship and Innovative Development of the city of Moscow this year. Their approach combined the virtual with the real, gathering well over a million viewers just for the online stream of the Futurum Moscow event alone.
(PRUnderground) October 30th, 2020
This unique event further blurred the concepts of art and fashion, with local and foreign street-art mavens creating their works in a live stream format.
Young graffiti artists Sasha RTS, Andrey Aznet and Misha Vert took part in the creation of digital paintings in real time, inspired by the young fashion designers taking part in the Futurum Moscow this season. Not only that, but the creators of the Futurum Moscow showcase, taking part this year at Mosgormash Technopark, allowed their art to transcend the real space which they occupied – some of the created works by the artists could only be seen online.
Special visual effects for Futurum Moscow were developed by the digital artist Stanislav Glazov. This brave new step into a futuristic reality of the fashion industry was no small feat to undertake – viewers from both Russia and abroad tuned in live to watch this intricate fashion and art performance take place over the course on the October, 3.
With Futurum Moscow usually being held to help emerging designers develop their brand, this year was especially productive – with the support of Department of Entrepreneurship and Innovative Development of the city of Moscow, no less than thirteen collections – some with Asian influences, others futuristic and outlandish – served this format well, showing off the ultimate amalgam of the art-fashion trend born recently in the halls of Frieze art fairs in 2019 and the works of Virgil Abloh.
We saw a great deal of innovative fashion solutions this season, with most designers choosing to opt for an off-season approach and developing collections for any weather and part of the world. Flexible, transformative streetwear ruled the day – a perfect companion to the virtual street art taking place before the viewers eyes. With the stream gathering over a million views, it seems that this brave approach was justified. Designers such as k∅d – which proved to be a great success during the fashion week this season – and GIDROPLAN (whose collection also combined digital art with reality) were a treat for the virtual audiences watching the fashion experiment unfold.
In addition to the unique digital paintings being created live during the event, viewers from all over the world heard for the very first time the results of the work of artificial intelligence from the MUBERT team – the A.I., in fact, developed the entire soundscape for Futurum Moscow broadcasting, allowing one to be totally immersed in the unification of fashion and art, talent and artifice, creativity and technology.
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