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ELLE magazine editor-in-chief Ekaterina Mukhina on the difference between online and print, a 20-hour shoot with Karl Lagerfeld, and Digital Fashion Week. 00:09 — What qualities should a person have who wants to work in glossy media? 00:50 — What do all successful Russian brands have in common? 01:41 — What role do glossy media play in the fashion industry? 02:34 — What is the difference between online and print media? 03:55 — Is there a shortage of personnel in the market? 05:38 — What should a young specialist do to succeed in the media? 08:04 — What are the main problems of the fashion industry in Russia? 10:53 — Does Russian fashion have export potential? 12:24 — What difficulties do brands face when entering the Western market? 14:40 — How to help young designers? 15:50 — How do large retailers help Russian designers? 17:03 — How does ELLE magazine support Russian designers? 17:50 — Does Moscow need its own Fashion Week? Research of the Moscow fashion industry and the concept of a fashion cluster is the first large-scale analysis of the global, Russian and Moscow markets after the Covid-19 pandemic using analytical data and in-depth interviews with leading experts from various fields (from media and marketing to logistics and production). The study identified the main development trends and key problems of the industry, and also formed 7 basic principles of the concept of the future fashion cluster in Moscow. More details: http://research-fashion.ru