Bold, creative, modern

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Ossetian fashion is actively developing, and this was confirmed by the second show of designer clothes "Alania Fashion Day". Young, creative fashion designers of the republic presented their bold ideas, which may well compete with established brands. Vladikavkaz Podium is not only a place of beautiful action, but also a platform for discussions, exchange of experience, decision-making and, ultimately, the development of the industry.

There is no question of a simple cut. The complexity of textures and shapes, the drama of color, deep cutouts and no less deep meanings, each capsule has its own DNA. And all this is not about revolution, but about evolution. The second-ever designer fashion show "Alania Fashion Day" was discussed even more than the collections themselves.

Kazbek Tuganov, President of the Union of the RSO-A Chamber of Commerce and Industry: "The fashion industry, as it is now commonly called, and now also the creative industry, is an industry in which new ideas, new products and new opportunities are born to satisfy the most demanding demand. And in North Ossetia, there is an upsurge of young entrepreneurs who enter this industry, create their own brands, produce clothes and are already not only a piece product, but produce large batches and enter the Russian markets."

The exhibition hall of the National Museum of the 19th century is an ideal setting. Each brand has its own philosophy. But there is one love for luxurious fabrics and slender silhouettes. This year's collections are a symbiosis of femininity and strength. Couturiers admit that they created images, nostalgic for the past and thinking about the future.

Zarina Kodzayeva, fashion designer: "I am always inspired, no matter what season it is, what kind of capsule it is, by the beauty of girls. I am an aesthete – and my mother is very beautiful, I have watched her take care of herself all my life. The beauty of a woman, to emphasize it, to convey her inner strength – this is the biggest task."

The fashionable backstage lives by its own laws, the main one of which is that you don't have to be a princess to wear a luxurious dress. Everyone deserves it. Extramini and extralim, flowing fabrics, satin gloss and glitter accessories. Cinematic make-up and artistic looks. The feeling that the backstage is already a stage. There are no supporting roles here, each is a queen.

Cocktail dresses, designer prints, royally high collars and bare shoulders. Karina Tezieva is a young designer. The start of the business coincided with the imposition of sanctions. Parallel imports and orientation to the domestic market have helped to smoothly adapt production to economic realities. The brand has been integrated into federal retail from the very first days.

Karina Tezieva, fashion designer: "We sell mainly in Russia, and only 10% in Ossetia. The rest are sold in Russia. Of course, this is not easy and requires huge costs, but if you are burning with your business, burning with your dream, there are absolutely no barriers."

Fashion is being talked about more and more loudly on economic platforms. The contribution of the Russian creative industry to the country's GDP is comparable to such industries as construction, finance or insurance. Most local clothing brands are currently experiencing an unprecedented upsurge. Especially after foreign companies voluntarily vacated the niche. There is a place to apply a creative approach.

Marina Demchenko, creator of the first Russian fashion magazine Fashion Collection, editor-in-chief of the youth magazine "WE": "Such opportunities have opened up for Russian designers. The main thing is that they now need to repackage, learn, have a core, endurance. And create, create and create. And, of course, to communicate with professionals, because watching enough, a good education is very important!"

In a live dialogue, industry leaders, regional authorities and experts discuss effective tools to support the industry working at the intersection of creativity and business.

Zaurbek Tokayev, Chairman of the Chamber of Commerce and Industry Committee on Youth Entrepreneurship: "We will involve fashion audit in the brands that currently represent the Chamber of Commerce and Industry and their offspring at our show. Thanks to this, brands will have the opportunity to declare themselves not only at the federal level, but also internationally, having received all the necessary certificates."

However, many brands today need not so much financing as the opportunity to enter the export, trade, promotion and intersectoral cooperation platforms.

Georgy Rostovshchikov, founder, CEO of the international group of companies for the promotion of fashion brands; president of the International Buyers Association "International Buyer Hub": "What is our goal: to find brands, help them move forward and most importantly – to build the most complete system of commodity distribution chains and international cooperation, because we work not only on the domestic market We have entered the Middle East this year, entered the Asian Fashion Hub and it is important to scale this activity."

The work on key indicators that determine the effectiveness of the fashion business in North Ossetia is carried out in close cooperation with the Government of the Republic, the Ministry of Economic Development, Industry, and the Entrepreneurship Fund. After all, the goals and objectives of market players are ambitious.

Zaurbek Tokayev, Chairman of the Chamber of Commerce and Industry Committee on Youth Entrepreneurship: "Today we are faced with the task of making North Ossetia a fashionable center of the North Caucasus Federal District. We have all the resources, both creative and intellectual."

Olga Baskaeva, CEO of the Foundation for the Development of Creative Industries of the Russian Academy of Sciences: "I think design and fashion will definitely enter there, because there are certain traditions, there are talented designers. And it is important to systematize this experience, give a new package, perhaps new competencies. And, of course, the sphere itself will receive a new impetus for development!"

Meanwhile, behind the scenes of the fashion show, hairstyles are adjusted and makeup is applied. There are no people here who are indifferent to the trends and prospects of the industry.

Valentina Rostovshchikova, Chairman of the Board of the international group of companies promoting fashion brands: "I read on the TG channel how your head of the republic spoke about the brand that stood on the podium at VDNH, this is our podium, our project. And this pride of his, that the brand of Ossetia stood on the podium, causes deep respect for the region. This is the fact that there is a political will here, there is a desire to promote this industry. There are all prospects for its development here. Yes, it is not easy, yes, support measures are needed at the federal and regional levels, but there is a desire of people, so everything is feasible."

Designers play on contrasts: voluminous hoodies made of footer and satin, daring heels and catchy jewelry. What about a sports car? Oh no! Retro images are covered with straps, skirting silhouettes of lines with delicate lace and chiffon in alliance with aggressive skin. Chic in the virtuoso work with texture: pearls, brocade and even feathers. Let's rejoice. After all, not only spring and summer are on the horizon, but also new prospects.