Modest Fashion Day took place in Kazan

Modest Fashion Day took place in Kazan during the 12th International Economic Summit “Russia – Islamic world: KazanSummit powered by Russian Fashion Council. The first part of Modest Fashion Day was the business program – 16 international experts talked about development and prospects of modest fashion as well as support means for gifted designers. The second part of Modest Fashion Day showcased designers VALENTIN YUDASHKIN, IGORGULYAEV, Measure, Guzelem, SAHARA, ZUHAT, Su.Su, Alsu Gilmi, and Eva Graffova, who presented their modest fashion collections to the public. The event took place at Kazan Expo international exhibition center.

The global program of Modest Fashion Day got almost 300 thousand views. Streams from the event are still available in Russian Fashion Council’s officialgroup in VK, the largest social media of Russia and CIS.

Measure (Makhachkala, Russia)

The brand describes its style as ironic, modern and eclectic. Measure demonstrated dresses with laces, blouses, skirts, tunics with voluminous sleeves, double-sided panama hats, multi-tiered scarves and wedding looks. Items of bright colors are mainly sewn from cotton and linen.

In addition, the collection contains references to the national costume and headdresses, such as the chokhto, which is widespread in Dagestan. Measure has modernized its familiar silhouette.


Guzelem (Kazan, Russia)

In May 2021, an outstanding representative of the Tatar stage, Guzelem, launched her line of casual and festive clothing. The concept is based on ease, lightness and femininity. The goal of the Guzelem collection is to give women the opportunity to feel the most beautiful and gentle. The emerging brand's show was memorable for dresses made of flowing fabrics in floral prints, as well as pantsuits with tunics-shirts in pastel colors and kimono suits in lavender shades.

SAHARA (Ufa, Russia)

It is not by chance that the modest fashion brand bears the name of the largest desert on the planet: SAHARA was inspired by its beauty, naturalness and grandeur. The brand's DNA consists of three components: comfort, creativity and quality.

ZUHAT (Moscow, Russia)

The ZUHAT collection was full of satin dresses, blouses, skirts, scarves with ribbons. The main feature of the drop is that all models of the capsule have several parts that can be worn in different ways. They are versatile and have a simple cut. The main idea was that all things can exist separately, while forming a single image together.

Su.Su (Kazan, Russia)

A young brand Su.Su focused on natural fabrics and pragmatism. In its collection Su.Su used such materials as cotton, linen, tencel and nettle, thanks to which the products turned out to be hypoallergenic, durable, well-circulating air and giving the skin a pleasant tactile sensation. The brand set a task to create simple, but at the same time high-quality and unusual clothes. The collection was dominated by natural colors, a shirt dress was the basis of the drop. The models also walked along the catwalk barefoot, thus the brand reinforced the idea of naturalness, unity with nature and practicality.

Alsu Gilmi (Kazan, Russia)

At the Modest Fashion Day, the brand presented the main summer collection, which included both basic and conceptual looks. According to the designer's concept, all items are independent, but at the same time they work perfectly in tandem. The designer believes that clothes should be concise and comfortable, not overloading the image, but subtly emphasizing it. The individual collection is made by layering fabrics, monochrome colors, as well as playful, but complex edges. Alsu Gilmi promotes the concept of expressive, versatile, modest clothing created from natural eco-friendly materials.

Modest Fashion Day

Eva Graffova (Saint Petersburg, Russia)

A distinctive feature of the brand is the focus on plus-size models. This year in June the Eva Graffova range was supplemented with a line of evening and casual outfits for women who choose modest fashion.

Modest Fashion Day

The show of Valentin Yudashkin was marked by an exclusive collection of haute-couture dresses created on the basis of traditional forms of Muslim fashion. All looks are embodied according to the sketches of Valentin Yudashkin, who drew inspiration from the national culture of Tatarstan: ornaments with oriental accents adapted to modern trends. The designer used natural fabrics: chiffon, organza and silk knitwear brought from Italy. The models are complemented by a unique handmade embroidery made by the masters of the Fashion House of Valentin Yudashkin. In addition, the dresses are decorated with embroidery with silk threads, rhinestones of shades of green and sea waves, emeralds. The products are embroidered with sequins, aged silver and pearls.

Modest Fashion Day

During the Summit, Igor Gulyaev presented the capsule collection of modest fashion. The designer sees the main character of his collection as an exquisite, refined, noble woman brought up in the traditions of the culture of her people. She is an example and a guide for others. Such a woman leaves an unforgettable trail of beauty and grace.

Modest Fashion Day

The organizers of KazanSummit have taken all necessary measures to prevent the spread of coronavirus infection. The event followed the recommendations of Rospotrebnadzor regarding exhibition events. The sanitary protocol included temperature measurement at the entrances, a mask mode, the use of sanitizers, regular sanitation of public areas, etc.

KazanSummit is a global platform to discuss issues of economic and social-cultural collaboration in many spheres. In 2019, the number of visitors at the event was record-breaking, amounting to 5,000+, 3,500 of them being delegates – representatives from 72 countries and 38 regions of Russia. 50+ sessions covered the most up-to-date trends including Islamic finance and partnership banking, the halal industry, export extension, socially focused business, IT business, diplomacy, and bilateral business missions. The event also included the traditional international halal industry exhibition Russia Halal Expo at the site of 5,000 m2, and 42 contracts were signed there.

Russian Fashion Council is the key structural entity for the Russian fashion industry. It consolidates all Russian designers and promotes their joint interests at the federal and local levels. Russian Fashion Council arranges the projects essential for Russia’s fashion industry, including Mercedes-Benz Fashion Week Russia, Global Talents and Global Talents Digital initiatives, Futurum Moscow for emerging designers and artists, as well as Fashion Futurum and Futurum Education training programs, and many more.

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Silvia Kabaivanova

As the founder of Be Global Fashion Network and several other fashion websites, Silvia has been working for more than 20 years covering fashion industry trends and news. With a passion for the fashion business, she focuses on sustainable fashion and innovations, custom fashion and print on demand services. Silvia is a Chairman of Bulgarian Fashion Association. You can reach her at

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