Presentation of the new collection ZDDZ London in Moscow

Presentations are still rare format for Russian brands. Designers rarely resort to it, choosing a complete and often expensive display. At the same time for young designers all over the world, chamber presentations became a way out in a financially difficult situation, as well as a way to more vividly demonstrate the idea of a collection with the help of an unusual venue and script. For example, during fashion weeks in New York, London, Paris and Milan, young brands hold presentations in a wide variety of premises, from abandoned radio stations to hospitals or underground churches, and invite friends and acquaintances as models. The presentation can last all day (which is convenient for the press) or be short in an almost theatrical format. In addition, presentations have more advantages for buyers and the press: unlike the catwalk, clothes can be viewed closely.

The ZDDZ London brand of St. Petersburg resident Dasha Selyanova during the Mercedes-Benz Fashion Week Russia in Moscow chose the presentation format. We asked Dasha to tell about the advantages of this format and about the preparation process.

We began to prepare for the presentation after the showroom in Paris. There the team of Kuznetsky Most 20 came to us, with which our brand cooperates. We discussed the plans and decided to make an event on the 11th floor of the Legend of Tsvetnoy business center, where KM20 is located. It was decided to move away from the traditional show: this is not the most interesting and necessary format for young designers. Instead, they chose a presentation format that you can experiment with. KM20 office was rebuilt into an apartment furnished with furniture from Mosfilm, where, according to the idea, the guys just hang out: someone just listens to music, someone draws or talks, someone takes a selfie and puts it on Instagram @ZDDZ_London.

Simultaneously with the idea of the presentation, we came up with a video to make - this is a very personal project for me, where I have long wanted to try my hand. We combined the presentation and video with director Sasha Molochnikov and stylist Rita Zubatova in one action. So, we scored 10 guys aged 16 to 23 years old (someone from Lumpen agency, someone from Instagram, someone - characteristic models), who walk around Moscow courtyards and talk about dreams, future and love. At the end of the video, they go into the apartment - the one that we built in the loft "Legends of Color."

I liked this format: it is more personal, spiritual, or something, connects the viewer with the brand and models, gives a better look at the clothes. In general, I see some advantages in it. We will continue to experiment on formats in the next seasons, and we want to make the creation of a video an integral part of the presentation of each collection.