Project initiators:
Project operator:
Official partner:

Urals Brand Association

Masha Varlamova
Masha Varlamova
Miko kids

About the project

U'FASHION is an international project devoted to Urals designers. The goal of the project is to help young local brands to expand their audience, increase their profits and enter new markets. Famous designers will enhance their influence.

The mission of the project is to form the image of the Sverdlovsk region as a Russian centre of fashion and design.

U'FASHION will strengthen interaction between large and small businesses, also taking care of business and person-to-person communications in the fashion and related industries. It will become a flagship informational and educational resource for everyone interested in fashion.

The project will receive wide media coverage with publications in social media channels at regional and federal levels.

We want to inspire Urals designers to take their place in the professional community, accelerate their growth rates and find new admirers around the world.

And most importantly — to prove that the Ural region is fashionable.

The project was initiated by the government of the Sverdlovsk region and the administration of the city of Yekaterinburg. The project operator is Sverdlovsk Regional Fund for Entrepreneurship Support

The event is realized within the framework of the regional standard for the development of creative industries of the Agency for Strategic Initiatives.

The project is timed to coincide with the celebration of the
90th anniversary of the Sverdlovsk Region.

90th anniversary of the Sverdlovsk Region

U'Fashion is

An online platform for the promotion of Ural brands

UF LAB — an International Fashion Week with an extensive business and educational programme happening in August from 19 to 23, 2024

A special issue of the magazine about local brands UF MAG


The culmination of the project in 2024 will be the International Fashion Week. It will be held from August 19 to 23 and will become the largest event of the regional fashion industry thanks to the participation of the largest Russian and international brands, as well as a rich business programme.

The shows will be held in unique urban locations — at the largest transportation sites in Yekaterinburg: the Museum of Automotive Technology in Verkhnyaya Pyshma, the Yeltsin Center, and the Domna creative cluster.

As part of the UF LAB International Fashion Week, Sverdlovsk Regional Fund for Entrepreneurship Support is holding the All-Russian Designers and Brands Competition. On August 23, 15 best participants will be able to demonstrate their collections at the big fashion show in the creative cluster «Domna», closing the fashion week. On the same day, the jury will announce the winners of the contest. 10 contestants will receive a cash prize of 300 thousand to 100 thousand roubles, depending on the place taken. The prize fund of the contest is 2.2 million roubles.

The winners will also receive gifts from partners, including:
• A photoshoot by Sergey Autrash
• An interview on the Kommersant website
• Special prize from the glossy magazine «The Voice»
• Development of communication strategy from KONTORA agency

Additional prizes from sponsors, partners, organizers, and experts of the project are also possible. Information about them will be posted on the project website.

Join UF If you are a designer and have your own brand

Opportunities for designers

A personal page on the project website

A chance to take part in the final show of the project

Publication in social media channels of the project and its partners

Media support within the framework of the information campaign

Opportunity to contribute to the creation of the image of the Urals as a fashion-region

Competition for designers

Brands that have firmly established their niche and made a name for themselves on the Russian and international markets are given the opportunity to become mentors and tutors for young colleagues.

Thus, all project participants form a unique environment and professional community that will set trends in the development of the Urals fashion industry.

Friends of the project

pic. Natalia Semyonova
Natalia Semyonova
Head of the Higher School of Image and Style, stylist and image maker
pic. Marina Arkhipova
Marina Arkhipova
Ex-Chief Editor of WTF, In Fashion, HAPPY magazines, Editor-in-Chief of «Kommersant. Style. Ural», General Director of Kommersant-Ural
pic. Anastasia Zelinskaya
Anastasia Zelinskaya
Partner, Head of Communications. KONTORA Agency
pic. Maria Eremenko
Maria Eremenko
Managing Partner. KONTORA Agency
pic. Sergey Autrash
Sergey Autrash
Secular photographer. Collaborates with world brands: Dior, Chanel, Dolce & Gabbana, Prada, Louis Vuitton, Gucci, and others. Included in the rating of 100 most stylish men twice according to GQ
pic. Anush Gasparyan
Anush Gasparyan
Co-founder and Commercial Director of Fashion ConsulLng Group, Candidate of Sociological Sciences
pic. Nikita Martynov
Nikita Martynov
PR-director of The Voice media brand
pic. Katya Mukhina
Katya Mukhina
Famous Russian stylist, fashion journalist, former editor of the Russian issue of the Elle magazine
pic. Maria Fomenko
Maria Fomenko
Founder of the consulting agency «Fomenko and Partners» Organizer of the project «Fashion e-commerce Revolution»
pic. Nizhny Tagil Drama Theatre named after D.N.Mamin-Sibiryak
Nizhny Tagil Drama Theatre named after D.N.Mamin-Sibiryak
pic. Portal for active citizens
Portal for active citizens
pic. EMUE
EMUE "Ekaterinburg Metro"