this is
an online platform for promoting Ural brands
UF LAB - International Fashion Week with an extensive business and educational program September 5–9, 2025
UF LAB - International Fashion Week with an extensive business and educational program September 5–9, 2025

About Us
U'FASHION is an international project about Ural designers.
The goal of the project is to help young local brands expand their audience, increase profits and enter new markets. And famous designers - to strengthen their influence.
The mission of the project is to form the image of the Sverdlovsk region as a Russian center of fashion and design.
U'FASHION will strengthen the interaction of large and small businesses, strengthen business and friendly communications in the fashion industry and related industries, and will also become a flagship information and educational resource for everyone interested in fashion.
The project will receive wide coverage in the media and social networks of the regional and federal levels.
We want to help Ural designers take their place in the professional community, accelerate the pace of growth and find new fans around the world.
And most importantly - to prove that the Urals are fashionable!
The project was initiated by the government of the Sverdlovsk region and the administration of the city of Yekaterinburg. The project operator is the Sverdlovsk regional fund for supporting entrepreneurship. The event is being implemented 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.
The goal of the project is to help young local brands expand their audience, increase profits and enter new markets. And famous designers - to strengthen their influence.
The mission of the project is to form the image of the Sverdlovsk region as a Russian center of fashion and design.
U'FASHION will strengthen the interaction of large and small businesses, strengthen business and friendly communications in the fashion industry and related industries, and will also become a flagship information and educational resource for everyone interested in fashion.
The project will receive wide coverage in the media and social networks of the regional and federal levels.
We want to help Ural designers take their place in the professional community, accelerate the pace of growth and find new fans around the world.
And most importantly - to prove that the Urals are fashionable!
The project was initiated by the government of the Sverdlovsk region and the administration of the city of Yekaterinburg. The project operator is the Sverdlovsk regional fund for supporting entrepreneurship. The event is being implemented 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.
TEAM
FRIENDS
OF THE PROJECT

Anastasia Zelinskaya
Partner, Director of Communications. KONTORA Agency

Maria Eremenko
Managing partner. Agency KONTORA

Sergey Autrash
A social photographer. Collaborates with world brands: Dior, Chanel, Dolce & Gabbana, Prada, Louis Vuitton, Gucci and many others. Twice included in the rating of 100 most stylish men according to GQ

Anush Gasparyan
Co-founder and commercial director of Fashion ConsulLng Group, candidate of sociological sciences

Nikita Martynov
PR Director of the media brand The Voice

Katya Mukhina
Famous Russian stylist, fashion journalist, former editor of the Russian version of the glossy magazine Elle

Maria Fomenko
Founder of the consulting agency "Fomenko and Partners" Organizer of the Fashion e-commerce Revolution project

Nizhny Tagil Drama Theatre named after D. N. Mamin-Sibiryak

Portal for active citizens

EMUP "Ekaterinburg Metro"