♻️ Mercedes-Benz Fashion Week – Thought Leadership for Conscious Fashion

Client: Russian Fashion Council / MBFW Russia, 2021
Role: Cultural Strategist & Content Lead
Services: Content Strategy, Editorial Direction, Sustainable Thought Leadership

The Challenge

For its first-ever phygital edition, Mercedes-Benz Fashion Week Russia in Moscow aimed to offer more than just runway shows. The brief was to develop a meaningful editorial experience around sustainability, one that could educate, engage, and resonate with a global fashion-forward audience. The platform needed a guide that made complex ideas around sustainable consumption not only accessible but culturally and emotionally compelling.

Strategic Focus

I was commissioned to curate and develop the Sustainable Fashion Guide as part of MBFW Russia’s official digital content. Working closely with the Russian Fashion Council team, I:

  • Developed the structure and narrative arc of the guide to ensure clarity, engagement, and educational value

  • Crafted original long-form editorial content

  • Integrated global expert voices to enrich the guide with credible, diverse perspectives from regenerative design to fashion activism

  • Featured emerging designers and slow fashion innovators aligned with circularity, craft, and local impact

Impact

The guide became a flagship piece of content on MBFW’s digital platform, reaching millions of viewers worldwide. It positioned the event as a thoughtful leader in the global sustainability conversation and offered a new lens on what fashion weeks can deliver beyond the runway. For the audience, it served as a practical, inspiring roadmap to rethinking their fashion choices and engaging with the industry more consciously.

Looking for Bespoke Content?

I partner with events, brands, and cultural institutions to craft editorial content and strategy that stands apart. Whether you're championing sustainability, circular design, social impact or something else, I help translate those commitments into engaging narratives that resonate with modern audiences and elevate your brand voice. Let’s create content that informs, inspires, and positions your brand as a leader in meaningful change.