Social campaign 09. To the Birth of Fashion
Materinty fashion is a special category of clothing, and to create it designers need to understand women’s anatomic and psychological features. 09.To the Birth of Fashion has proven that Russian designers know how to make perfect silhouettes for expectant women.
This year, a social campaign 09.To the Birth of Fashion took place during Mercedes-Benz Fashion Week Russia in collaboration with Russia’s Ministry of Health. The point of the campaign was to show that baby expecting is a joyful but difficult period for any woman, when she wants to be stylish, modern, and elegant – and she can.
The project was participated by 12 designers who created unique looks for moms-to-be.
The designer that has managed to come to the top only in merely two years, a graduate of the Royal Academy of Fine Arts and Central Saint Martins, says, “Fashion is great because it can bring up socially relevant issues and catch the interest of the unconcerned audience. There were several important reasons for me to take a pregnant model to the catwalk under the inspiring project 09.To the Birth of Fashion. Firstly, I wanted to tell hundreds of girls that pregnancy is rewarding, it is a thrill, a kick, not a stop. As a mom, I know that for sure and can hardly imagine my life without my lovely daughter Sasha. When expecting, you can develop, discover new horizons, feel the world instead of hiding at home and getting out only to see a doctor. It is time for experiments! Secondly, I wanted to show that maternity clothing can be most trendy – feminine, cool, and elegant, like ours at Yasya Minochkina.”
Famous model, presenter and designer, Miss Russia and Miss Universe, says, “I decided to join the project because this theme is most congenial for me. I started working on my first collection while expecting. When they offered me to create such a look, I was delighted. This was when my fashion and my carrier of a fashion designer came to life. For 09.To the Birth of Fashion, we made a tailed evening gown, a part of our collection LIKE A MOVIE. Our maternity look refers to the aesthetics of the 80s, when you were good while you were bright. The gown doesn’t conceal pregnancy, but brings it into focus. I wanted to show that pregnancy is a great period. The model was the last to appear at the catwalk to create a highlight of the collection.”
Designer Olga Yakubowitch says, “I’ve recently given birth to my son, who is only 4 months now. I am absolutely sure that we live to grant the gift of life, as this is the greatest miracle and immense happiness. Just like all the other perfect black dresses by YAKUBoWITCH, our maternity dress was made to bring advantages into focus. I want moms-to-be to remain attractive and desirable in their condition, thrilling yet delicate.”
This year, pregnant models have also walked down the catwalks during the shows by Comme des Garçons SS19 and Savage x Fenty SS19.
The title partner of the Fashion Week is Mercedes-Benz.
MBFW Russia partners: IWC Schaffhausen (Official partner), glo (Official partner), L’Oréal Professionnel (Official Stylist), Mary Kay (Official Make-Up Artist), HARMAN (Official partner), DHL (Official logistics partner), Metropol (Official hotel).
You can follow all the events taking place on the catwalks of Mercedes-Benz Fashion Week Russia from anywhere globally live at Vogue.ru.
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