Mercedes-Benz Fashion Week Russia saw Russia’s first fashion startup show called Fashion Futurum Startup Show. In his opening speech Alexander Shumsky highlighted how important and promising fashion technology is. It was the first time a startup show format was launched at the Fashion Week, which allowed for progressive incentives and ideas to get the attention of the professional community.
A special jury consisting of experts in education, fashion industry, venture investments and fashion media were invited to evaluate the participating startups. As a result, the winners of the competition chosen by the jury’s vote received an opportunity to join the business acceleration program in Milan’s Fashion Technology Accelerator or will take part in the major startup event, Slush Helsinki, Finland.
The startup show saw presentations by 12 projects, which were in turn selected SuitApp and Metro Masks, which will now showcase their projects in Milan and Finland. SuitApp is an already available app made by Russian developers, which was launched at one of the markets, in Malaysia. Designed to be a virtual fitting room the app cooperates with retailers and allows the customer to ‘try’ clothes at the Internet store on its avatar featuring customer’s exact physique parameters and a selfie shot for facial data processing.
While the creator of Metro Masks is confident that Asian experience in wearing masks as a means of self-protection from unfavorable environmental conditions will take flight in Russia. The jury also chose other two applicants, F.Gene and The Dream Hoodie project, which will participate in Mercedes-Benz Fashion Week Russia in March. F.Gene produces customizable eco-leather laptop bags, while The Dream Hoodie is an experimental tailor shop. Clothing constructor allows to create the desired hoodie is a matter of minutes and get maximum pleasure from the purchase. All other participants were offered further cooperation.
image courtesy – image.net
