There are few cities that can merge grandeur and grit quite like Moscow. In August, I found myself back in this familiar yet ever-evolving metropolis, just as it became the stage for two defining events — the BRICS+ Fashion Summit and Moscow Fashion Week. Together, they turned the city into a living dialogue between politics, culture, and couture.
This wasn’t my first time at Moscow Fashion Week — I’ve witnessed its evolution over the past few years — but this time, something felt distinctly different. The energy was sharper, the purpose louder. Fashion wasn’t just being shown; it was being used — as a language of power, partnership, and identity.
The World Walks the Runway
Over 220 designers from across the globe showcased their collections this season. Each presentation told its own story — rooted in culture, heritage, and the pursuit of originality. The runways reflected a shared desire among designers to break away from the predictable, to redefine what contemporary fashion can mean in a rapidly shifting world.
The venues themselves were breathtaking — Zaryadye Park’s Floating Bridge, the Pushkin Museum, and the city’s historic walls — each transformed into open-air runways that blurred the line between art and architecture. Moscow didn’t just host a fashion week; it curated an experience that spilled into the streets.
But beyond the spectacle, there was an unmistakable sense of intent. This wasn’t about imitation of Western fashion capitals — it was about carving out a new identity, one that positioned Moscow as a meeting point for the Global South’s creative powerhouses.
The BRICS+ Conversation
Running parallel to the shows was the BRICS+ Fashion Summit — a forum that brought together designers, investors, and policymakers from across emerging economies. It was fascinating to watch these conversations unfold. Panels discussed how fashion could drive economic growth, foster sustainability, and serve as a soft-power tool for nations seeking a stronger voice in global trade and culture.
I sat in on a discussion titled “Market Privileges: How to Attract Investors to the Fashion Industry,” where participants from countries like Russia, Ethiopia, and Brazil debated the practical challenges of building an independent, decentralized fashion ecosystem. The underlying message was clear: it’s time for creative industries in the Global South to stop being consumers of trends — and start becoming the producers of global narratives.
Fashion as Modern Diplomacy
What struck me most during the week was how deliberately Moscow used fashion as diplomacy. The timing of both the BRICS Summit and Fashion Week was no coincidence. Together, they became a statement about cultural sovereignty and soft power — about how fashion, in the hands of emerging economies, can become an act of self-definition.
In many ways, the runways felt like extensions of roundtable discussions. Models walked not just for brands, but for countries reclaiming their creative space. It was fashion diplomacy in motion — subtle, strategic, and powerful.
Why This Matters for Pakistan
Watching this unfold, I couldn’t help but think about Pakistan. Our fashion industry, rich in heritage and craft, stands at a similar crossroads. As BRICS+ and allied networks expand, there’s a real opportunity for Pakistani designers to be part of this growing creative alliance — to collaborate, to showcase, and to lead.
We’ve long mastered the art of storytelling through fabric — our embroidery, our textures, our silhouettes carry narratives that deserve a global stage. Platforms like the BRICS+ Fashion Summit prove that there’s space for that voice, and more importantly, that the world is ready to listen.
A City Reimagining Its Identity
Leaving Moscow, I couldn’t shake off the feeling that I’d witnessed a shift — not just in fashion, but in the way the world’s cultural map is being redrawn. The traditional hierarchy of fashion capitals is softening, making room for new cities, new voices, and new kinds of influence.
In that sense, what happened in Moscow wasn’t just about clothes or catwalks — it was about connection. Between nations, between designers, between worlds that once ran parallel and are now beginning to intersect.
And as someone who has seen this city’s fashion scene grow over the years, I can say this with certainty: Moscow isn’t asking for permission to lead — it already is.
