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Social campaign 09.To the Birth of Fashion

Photo by:Strajin Igor

This year, a social campaign 09.To the Birth of Fashion took place during Mercedes-Benz Fashion Week Russia in collaboration with Russia’s Ministry of Health. The point of the campaign was to show that baby expecting is a joyful but difficult period for any woman, when she wants to be stylish, modern, and elegant – and she can.

Maternity fashion is a special category of clothing, and to create it designers need to understand women’s anatomic and psychological features. 09.To the Birth of Fashion has proven that Russian designers know how to make perfect silhouettes for expectant women.

“What makes women beautiful and makes them smile at their reflection? Stylish and trendy clothes that Russian designers have presented today. Expecting a baby is one of the most important periods in every woman’s life. During MBFW Russia, we’ve seen that these two things can provide a perfect combination, making moms-to-be endlessly trendy and pretty,” said Oleg Salagay, Deputy Minister for Health in the Russian Federation.

The project was participated by 12 designers who created unique looks for moms-to-be.

Igor Gulyaev

Designer and TV-presenter, fur fashion pioneer.

Yasya Minochkina

The designer that has managed to come to the top only in merely two years, a graduate of the Royal Academy of Fine Arts and Central Saint Martins, says, “Fashion is great because it can bring up socially relevant issues and catch the interest of the unconcerned audience. There were several important reasons for me to take a pregnant model to the catwalk under the inspiring project 09.To the Birth of Fashion. Firstly, I wanted to tell hundreds of girls that pregnancy is rewarding, it is a thrill, a kick, not a stop. As a mom, I know that for sure and can hardly imagine my life without my lovely daughter Sasha. When expecting, you can develop, discover new horizons, feel the world instead of hiding at home and getting out only to see a doctor. It is time for experiments! Secondly, I wanted to show that maternity clothing can be most trendy – feminine, cool, and elegant, like ours at Yasya Minochkina.”


Famous model, presenter and designer, Miss Russia and Miss Universe, says, “I decided to join the project because this theme is most congenial for me. I started working on my first collection while expecting. When they offered me to create such a look, I was delighted. This was when my fashion and my carrier of a fashion designer came to life. For 09.To the Birth of Fashion, we made a tailed evening gown, a part of our collection LIKE A MOVIE. Our maternity look refers to the aesthetics of the 80s, when you were good while you were bright. The gown doesn’t conceal pregnancy, but brings it into focus. I wanted to show that pregnancy is a great period. The model was the last to appear at the catwalk to create a highlight of the collection.”


Designer Olga Yakubowitch says, “I’ve recently given birth to my son, who is only 4 months now. I am absolutely sure that we live to grant the gift of life, as this is the greatest miracle and immense happiness. Just like all the other perfect black dresses by YAKUBoWITCH, our maternity dress was made to bring advantages into focus. I want moms-to-be to remain attractive and desirable in their condition, thrilling yet delicate.”

Other designers to have created special maternity looks were: IGOR GULYAEV, JULIA DALAKIAN, MALINA FASHION, LENA KARNAUHOVA, YULIA KOSYAK, LiaGorg, Naira Arutyunian, MAD DAISY, ZABEGINA.

This year, pregnant models have also walked down the catwalks during the shows by Comme des Garçons SS19 and Savage x Fenty SS19.

The title partner of the Fashion Week is Mercedes-Benz.

MBFW Russia partners: IWC Schaffhausen (Official partner), glo (Official partner), L’Oréal Professionnel (Official Stylist), Mary Kay (Official Make-Up Artist), HARMAN (Official partner), DHL (Official logistics partner), Metropol (Official hotel).


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