Arts & Entertainment

Alexander Shumsky, general producer of Russian...

Sales are determined off the catwalk, be it in Moscow or Milan.

Q. Are you happy with the situation as it stands today?

A. The organizers’ duty is to arouse general interest in the fashion business and its leaders, and to promote their contacts. This is why we are putting on a variety of seminars, lectures and other special events at Russian Fashion Week. The rest, that is, practical success, is up to the couturiers: we just give them the opportunity. The Week has another mission: to showcase the best, so we turn down applicants who fail to meet our standards. Russian Fashion Week pinpoints and shows the most interesting samples. We sort through them toughly: an average of fifty couturiers are admitted though there are 200-250 fashion houses and brands in Moscow alone.

Q. Many fashion designers focus on buyers. What is their role in the industry?

A. They set the demand. Boutiques and large stores work from prevailing public tastes and

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