In India, digital fashion has made a true "tiger leap" by 2026, transforming the country into a global Phygital hub. The country's robust IT sector played a key role in making virtual fitting rooms on platforms like Ajio a norm rather than a futuristic novelty.
Indian developers tackled a challenging technical feat - creating a realistic simulation of sari draping. Thanks to neural networks that accurately predict fabric movement and fold layers, millions of users can now instantly try on traditional attire on their smartphones, blending age-old traditions with the fast-paced digital world.
At Moscow Fashion Week, whose latest season recently wrapped up with great success, AI technologies were key elements of interaction, thanks to strategic partner Sber and GigaChat's innovative AI fitting room. Visitors enjoyed an exclusive experience: they could virtually try on collections that have not gone into production yet and would only be showcased on the runway at Moscow Fashion Week. This approach democratized fashion: with GigaChat's chatbot, the virtual fitting room extended beyond Moscow Fashion Week catwalks halls and was accessible to its users across Russia. All that was needed was to upload a photo and see how they'd look in a runway outfit, giving everyone a chance to be part of the country's biggest fashion event and preview the upcoming season's trends.
This phygital approach is setting new standards for engaging audiences, a trend reflected in the rich diversity of collections showcased at Moscow Fashion Week. The fusion of technological innovation and unique cultural identity demonstrated by Russian and international designers at this large-scale international event made the Moscow runway a true benchmark for the global fashion community.
Russian brand Kiri showcased floral motifs, 60s-inspired silhouettes, traditional embroidery, and jewelry shaped like Christmas ornaments. XakaMa, one of Russia's most prominent fashion houses, highlighted its signature asymmetry and multi-layered designs - a defining element of its visual identity. Sol Selivanova Olga emphasized a conscious wardrobe philosophy, clean architectural lines, and versatility, complemented by a vibrant mix of prints and traditional headscarves (kosynka scarves).
Designer Galina Podzolko focused on portraying a confident, expressive woman through original patterns, intricate cuts, and emphasized femininity. The brand Esve continues to explore refined femininity with semi-transparent layered fabrics, lace, organza, and delicate handcrafted details. Meanwhile, Alexander Varlakov showcased sharp silhouettes, rich textures, and deep shades, offering a complex contrasting palette of colors, floral prints, and large polka dots.
A key goal of Moscow Fashion Week is to promote local talent, and Wildberries, the event's general partner, shares this vision. The company actively supports Russian designers through its "Growth Platform" accelerator program, helping local brands boost sales, increase recognition, and providing additional opportunities for sustainable business development.
The international program of Moscow Fashion Week, which featured designers from Spain, Turkey, Armenia, and other countries, also demonstrated a fusion of technologies and cultural codes. Chinese brand Xuaujin builds its identity on contemporary reinterpretations of traditions, working with intangible heritage, classic ornaments, and craft techniques. Instead of copying historical costumes, Xuaujin translates cultural memory into modern urban fashion. For an emerging brand, participating in such a prestigious event as Moscow Fashion Week is a crucial step toward global recognition, says Yan Haoyi, the designer behind Xuaujin.
"Participating in international events like Moscow Fashion Week allows a brand to present itself under the global media spotlight. It is not only a high-exposure brand launch but also an opportunity to gain endorsement from authoritative international institutions. This effectively helps us reach a broader range of industry resources, buyer networks, and potential customers in a short period of time, thereby building brand recognition that transcends borders," believes Yan Haoyi.