London – one of the world’s four fashion capitals, alongside Paris, Milan, and New York – each year attracts thousands of industry professionals to London Fashion Week (LFW). It’s a key platform for young designers: here, debutants get the chance to showcase their work, attract buyers, journalists, and influencers. Emerging British designers can also build their reputation at other important events, such as Graduate Fashion Week –largest exhibition of graduate collections from UK universities, where emerging brands have the opportunity to find their first clients and investors. The Fashion Scout platform offers showrooms and workshops led by industry experts, and the New Generation program within LFW supports debutants in organizing their shows.
Statistics show the importance of such events for brand growth. According to the British Fashion Council, over the last five years, the number of emerging designers taking part in LFW has increased by 35%, while 60% of the debutants at Graduate Fashion Week sign contracts with international retailers within a year. Brands that participate in Fashion Scout often see their sales jump by 25–40% in the first year. Also, more than 70% of designers supported by the New Generation program expand their distribution outside the UK within two years.
For an emerging brand, publicity on prestigious platforms provides access to international buyers and retailers, coverage in leading fashion publications (Vogue UK, Dazed, i-D), the opportunity to make valuable contacts and receive mentorship support. It also boosts brand recognition and reputation. Katie England, Creative Director of Topshop and curator of the New Generation program, notes: “Participating in London Fashion Week is not a luxury but a necessity for any emerging brand aiming to go global. It’s your ticket to the world of international fashion.”
Success at home is just the first step. To become a truly global brand, designers need to take part in fashion weeks around the world and look for opportunities to collaborate with other designers, retailers, and cultural institutions. It’s no surprise that many designers and managers involved in promoting are now paying attention to other markets. Stephen Jones, a famous British milliner and honorary professor at Central Saint Martins, explains: “Collaborations are essential for survival today. Working with other designers, brands, or even artists helps you reach new audiences and brings fresh ideas to your collections.”
Today, emerging markets are especially promising, as demand for high-quality and original fashion continues to grow. For example, Russia is attracting increasing attention from international brands. Moscow Fashion Week provides emerging designers with a platform to enter one of Europe’s most dynamic and growing markets. Russian consumers are open to new names, and participation in MFW grants access to local buyers, media, and potential partners for collaborations.
It’s worth noting that demand for luxury fashion in Russia is steadily rising. Industry data shows that the luxury goods market in Russia grew by 12% in 2023 compared to the year earlier. Attendance at Moscow Fashion Week increased by 20% over the past two years; the share of Russian consumers aged 25–35 willing to invest in premium brands reached 45%; and online sales of luxury clothing in Russia grew by 18% over the past year — all evidence of the increasing digital maturity of the audience.
One of the foundations of this dynamic is regular, diversity-focused fashion events like Moscow Fashion Week. This year, starting March 14, designers are showcasing their work on Moscow runways. The event is expected to include over 200 participants from different parts of Russia, as well as from Spain, Turkey, China, and Armenia. The schedule features well-known brands like Masterpeace and Ruban, along with new names for whom MFW is a great opportunity to stand out — not just in Russia but internationally. The success of Russian brands confirms the industry’s potential: for example, last year, Li Lab and Inniki successfully participated in Spain’s Mediterranea Fashion Week in Valencia, and this season, Ermilov took part at the Hub of Africa Fashion Week.
Thus, it is crucial for any young brand to actively seek opportunities to participate in key fashion events and build collaborations. As demonstrated by events like Moscow Fashion Week, nothing is impossible – especially if there is a desire to explore new, promising markets.
