As Fashion Becomes a City Branding Tool, Moscow to Host Global Panel
Today, fashion is one of the key indicators of a city’s international standing. Local brands, industry events, and the style of city residents together shape a distinctive image that attracts talent, tourists, and capital – and, in turn, builds cultural reputation. One of the key discussions at the BRICS+ Fashion Summit, which will take place in Moscow from September 28 to 30, will focus on how fashion can become a sustainable economic asset and a tool of international influence for a city.
The Summit’s business program will address a question that concerns every ambitious city: how to make a name for itself in global fashion – and retain it. The discussion at the BRICS+ Fashion Summit will also consider what has a greater impact on a city’s international image: the scale of its fashion industry or the originality of its cultural expression? How should the impact be measured – by brand exports, retail turnover, and jobs, or by how the city is perceived by international audiences? And where does the line of responsibility between the government and the market lie: who builds the infrastructure, and who shapes the cultural agenda?
A city’s international image is shaped by several factors: a clear identity, a strong local industry, and prominent events that put it on the global map. Fashion contributes to all three, which is why it is increasingly becoming integrated into urban strategy alongside economic development and tourism. The Russian capital offers a compelling example of how these elements can successfully come together in a major European metropolis — more than 13 million people live within Moscow’s city limits, while the wider metropolitan area is home to nearly 20 million. Architectural styles spanning different eras – from ancient monasteries to glass skyscrapers – an active cultural life, and an openness to new ideas create an environment in Moscow where fashion feels like part of everyday urban life.
Moscow’s fashion industry is also growing rapidly and showing strong results. In 2024, the capital’s fashion industry generated more than 255 billion rubles in revenue, a 50% increase over five years. In the first nine months of 2025 alone, the turnover of Moscow-based textile and apparel manufacturers reached 226.7 billion rubles, up 35.2% year over year. Capital-based manufacturers account for 3.8% of the turnover of Moscow’s manufacturing sector and nearly 23% of the total turnover of Russia’s textile and apparel industry.
In the fall, fashion in Moscow moves into museum halls, historic mansions, and the streets, becoming part of the city’s wider cultural life. Moscow Fashion Week also takes place during this time, firmly established on the international fashion calendar alongside Milan, Paris, London, and New York. This year, it will run from September 26 to October 1, attracting guests from around the world and traditionally opening its runways to emerging designers. According to Eda Meltem Yılmaz of Turkey’s Antalya Fashion Week, which partners with Moscow Fashion Week: “One of the most valuable aspects of Moscow Fashion Week is that it introduces the international fashion community not only to established names, but also to new and distinctive creative voices.”
The Summit also draws influential figures from around the world to Moscow. Across all editions, the forum has welcomed experts from more than 100 countries. Yet the Summit has another presence that nearly all its guests notice – the city itself: energetic and dynamic. Adrian J. Mizzi, President of the Malta Fashion Association, notes: “Beyond business, the Summit also gave me a genuine impression of the beauty and vibrancy of Moscow.” Nando Yax, Associate Director of Guatemala Fashion Week and a regular speaker at the Summit, also shared his impressions: “With each edition, I have noticed exponential growth in the organization and different theoretical frameworks that reinforce Moscow’s position as a fashion capital with a global vision.”
For participants in the business program, the Summit opens doors to professional communities across Asia, Latin America, Africa, and the Middle East. Dozens of in-person meetings with colleagues from these regions make the BRICS+ Fashion Summit a unique platform for finding partners and expanding internationally. According to forum speaker Nichole M. Bess of the United States, Founder and CEO of Noir Fashion Week, held in New York: “We meet in Moscow, but the relationships travel the world.”
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Ella Rae Greene, Editor In Chief
