Discussion on cultural code of Russia in children’s fashion

The theme of Russia’s cultural code in children’s fashion was voiced in the conference programme of the Mir Detstva and CJF – Child and Junior Fashion exhibitions. The panel discussion on the Cultural Code of Russia in the Industry of Children’s Goods and Clothing held as part of these exhibition events of autumn season 2023, brought together not only exhibitors engaged in the children’s goods market, but also representatives of legislative and executive authorities, youth and parental organisations, and cultural institutions.

The discussion was organised by EXPOCENTRE AO in partnership with the National Project Fund for Support of Educational and Training Initiatives. The event was moderated by Elena Kalgina, Executive Director of the Fund, member of the Board of Trustees of the Victory TV Channel, and co-founder of the I’m on Style project.

Opening the discussion, Artur Berlov, Deputy Chairman of the Committee for Public Relations and Youth Policy of Moscow, emphasised the high relevance of the stated topic of discussion and read out a greeting from Ekaterina Dragunova, Acting Chair of the Committee. In particular, it notes, “Every day more and more products with patriotic symbols appear in the Russian market, from souvenirs and merchandise to toys and prefabricated models. Today it is more important than ever for legislative and executive authorities, cultural organisations, domestic manufacturers, designers, and mass media to unite in building new links between the past, present and future, as well as in attracting young minds to the knowledge of their roots and history. The future of a person, the future of the country and the preservation of the cultural sovereignty of our people depend on the knowledge gained and the worldview formed.”

Elena Kalgina also read out a message from Sergey Kolbin, a member of the Federation Council of the Russian Federal Assembly. “Not only parents, not only schools are responsible for a child’s upbringing,” the senator of Sevastopol emphasised in his greeting, “all of us – adults – are responsible. We create the environment in which little Russians grow up, we transmit the values they absorb. It is important that these are true values. Then we will entrust the fate of Russia to the generation of true patriots who love their homeland.”

Alexander Ilyin, Advisor to Director General of Channel One AO, Chair of the Board of Trustees of the Victory TV Channel, noted in his greeting that the dominance of foreign forms of entertainment and consumption in the domestic market, including the design of children’s clothing based on prototypes of foreign animated series, forms a psychological dependence of our children on foreign brands and Western ideology. There is no doubt that today’s panel discussion will give rise to new creative ideas and non-standard solutions for the development of the domestic children’s goods and clothing industry.

Natalia Ivanova-Dostoevskaya, Deputy Director at High School of Creative Industries at Plekhanov Russian University of Economics, dwelt in her speech on the importance and role of children’s animation in shaping the cultural code. She stated, “When we create cartoons, we put into them all the values and tasks we are talking about today”. She presented the Space Doctor Cat educational animated series designed to form an image of a bright, interesting, cheerful world in children and teaching kids the basics of hygiene, safety, good nutrition and good behaviour. Natalia Ivanova-Dostoevskaya drew attention to the fact that the brand has different implementations. These are both the cartoon itself and products for children, as well as social work, which the creators consider very important.

A separate part of the panel discussion was devoted to historical reconstruction and museum work. Larisa Berezovaya, Deputy Director for Development at the State Borodino Military Historical Museum-Reserve, and Mikhail Shmayevich, Executive Director at the Rosrekon Russian Public Movement, shared their experience.

Designer Alyona Shkarupa, co-founder of the I’m on Style project, owner of Depeche Mode clothing brand, shared the content of the new stage of development of the I’m on Style project with the participants.

Summarising the results of a rich and diverse discussion, in which other speakers also took part, Angelina Sham, an expert in business psychology, author of the Angel of Influence bestseller and the Triangle of Influence in Business technology once again emphasised, “In order for symbols, clothes, and toys to work, a business must build into its value system the right meanings that it broadcasts during communication with consumers. On their own, no historical fact or game will work. It is very important that those who do this embed and convey the right values: be active, look for the right people, look for opportunities in whatever happens, be brave, don’t be afraid to take risks, and then everything will be fine, because you live in your country”.

At the end of the discussion, the participants took part in the I’m on Style show of children’s clothing collections organised by the National Project Fund together with EXPOCENTRE AO within the framework of the 30th edition of the CJF-Child and Junior Fashion 2023. Autumn and the 28th edition of the Mir Detstva 2023 international exhibitions.

I’m on Style is one of the new bright projects of Russian fashion. Its participants not only learnt the system of work of the world fashion industry and the traditions of Russian style, but also learnt how to create fashionable and modern collections, and at the same time work with domestic raw materials and mass production. The result was the creation of Russia’s first collection of fashionable and affordable clothing for children and teenagers with a wide audience of consumers.

Young stars of the Neposedy (Fidgets) theatre studio and the Top Secret agency took part in the fashion show.

Press Service, EXPOCENTRE AO