Alexander Shumsky became a member of an international fashion forum

Intersect Fashion London, a forum dedicated to e-commerce innovations, will be held in London on May 5, 2016. The forum will provide an opportunity for the leaders of the fashion industry to discuss topical issues in the sphere of e-commerce and digital marketing. Special attention will be paid to the development of innovation technologies and virtual reality.

The list of speakers includes such experts of creative industry as Dr. Helen Crowley (Kering), Michael Kliger (mytheresa.com), Erika Van Roode (IMG Fashion), Michelle De Conto (British Fashion Council), Alexander Shumsky (Mercedes-Benz Fashion Week Russia & Russian Fashion Council), Elizabeth Paton (The New York Times), Raja Saggi (Google), Lucy Hirom (Ralph Lauren), Nicolas Pickaerts (MATCHESFASHION.COM), Stephanie Horton (Farfetch), Steven Hope (UK Trade & Investments) and other.

Alexander Shumsky’s presentation in London will focus on ‘The Role of Virtual Reality in Promoting Young Designers in the International Fashion Market’. Virtual reality is an innovative tool of communication in the fashion world. Employment of this technology becomes a driving force for young competitive brands aspiring to reach the global market.

As you might remember, during the 31st season of the Mercedes-Benz Fashion Week a Mirror to the Soul project was launched, a film about Russian designers and the Mercedes-Benz Fashion Week Russia, made in collaboration with YouVisit, an American virtual content production company. The film hit the international headlines and was awarded the Best VR Travel Film or Experience at Virtual Reality Festival, held within the International Consumer Electronics Show – an international exhibition of consumer electronics regularly organized in Las Vegas since 1967. This has become yet another proof of the fact that the Russian fashion attracts interest abroad, and that Mercedes-Benz Fashion Week Russia succeeds in employing the most advanced means to promote the Fashion Week participants at the international level. This year, Mercedes-Benz Fashion Week Russia has created virtual lookbooks for the participants of the Fashion Week, which will be unveiled soon at one of the biggest international fashion-sites.