♻️ 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.