The end of the cancellation of the Russians? Why Celebrity with Russian Federation Store Fashion Week in Europe

During the weeks of the SS24 fashion marathon in Europe, in September 2023 it became clear that "warming" between fashion houses and clients from Russia became quite obvious. While in 2022 the Russians were not really invited to fashion shows. In any case, their presence did not rush there. This time no one was ashamed.

The sanctions imposed on Russia as a result of its full-scale invasion of Ukraine covered numerous restrictions, which, among other things, touched the areas of luxury class products. In 2022 there were often cases where Russian citizens were denied the purchase of clothing and accessories such brands as Chanel, Gucci, Hermes and other fashion houses in the top segment.

All key players of the fashionable and not only businesses in the first weeks of the Russian Federation against Ukraine and, literally, were displayed from the Russians. We remember that mass departure in February and March 2022, reminiscent of tsunami, ready to wash away everything in the Russian Federation, including almost not means of hygiene from supermarket shelves.

But the game included "parallel import", "gray business" and other mechanisms of bypasses of numerous restrictions, as they would not be called. The 18 months of war taught us to understand that these measures did not deprive the wealthy Russians the opportunity to buy luxury products and luxury goods, but simply caused a huge network of intermediaries in Europe, which, on a streaming basis, bought bags, shoes and clothing on behalf of Of course, Russian customers are not officially.

Recently, information has been increasingly emerging that the top mass markets are returning to Russia through intermediary companies and opened under other brands. During the war in Ukraine, rumors were often leaked in luxury brands of closed parties for key Russian clients in Moscow with the same fashion houses that officially "did not work there". All this information came gradually. At first, she injured the Ukrainians, then annoyed, now just leaves a brown precipitate in her soul.

We no longer respond so painful to the phenomenon: Nothing Personal, Just Business - you get used to everything. And so, we have already heard that everything worked everywhere in the Second World War, and why should suddenly be different now? In general, the position is clear. But during the weeks of a fashion marathon in Europe, in September 2023, it became clear that "warming" between fashion houses and clients from Russia became quite obvious.

While in 2022 the Russians were not really invited to fashion shows. In any case, their presence did not rush there. This time no one was ashamed. For example, at the Prada show at Milan Fashion Week, Russian media representatives and bloggers such as Nastya Ivleev (ex-communicator Anton Ptushchkin in "Orly and Recens"), Bloggers Nadiya Sagittari Jenner, Benedict Cumberbetch, Emma Watson, and so far the main director of British Vogue - Edward Enninful.

Russian blogger Karina Nigai led broadcasts for subscribers from the Milan week, and the PeopleTalk resource organized a vote, which of the Russian guests at the Fashion Week chose the most interesting image. So! We do not see indignation or disagreement with these circumstances by official representatives of fashion houses, large retailers or heads of representatives of international trade associations.

However, as well as from celebrities who actively supported Ukraine at the time of the invasion, which, however, did not prevent them from dividing the first rows with bloggers from Russia only a year and a half. Everything just returns to its own circles: Russian landing at fashionable fashion weeks, as if nothing happened.