Last month a jewellery Estet Fashion Week was held in Moscow. It was run for the 13-th time in a row and became a milestone in the world of jewellery and fashion. In previous years, the designers of jewellery and clothes from the Russian regions and the CIS countries as well as from France, Hungary, Israel, Tunis, and other countries presented their collections.
The EFW is arranged under the auspices of the Estet Company, one of the major and renowned Russian jewellery houses that gave its name to this event - bright in every sense.
The programme of EFW this year lasted for seven full days when the collections of clothes, jewellery and accessories from Belarus, Spain and even from Lebanon were shown to the participants at the ‘round-tables’ and the visitors attending the catwalk shows. The Yakutian designers (Kierge firm) presented their new collection of fine pieces of work, and for the first time, the Chinese children took part in the shows as runway models.
“The idea to hold the Fashion Weeks came up not without reason but from the necessity of demonstrating our creations – jewellery pieces,” stressed Gagik Gevorkyan at the opening ceremony, who is the founder and CEO of the Estet Jewelry House, Chairman of the Russian Jewelers Guild and the key organizer and inspirational figure of the Estet Fashion Week. “Earlier, we arranged various one-time shows to do this but we started to launch our collections so often that a full-fledge Fashion Week was required. And we took such a decision on the advice of Vyacheslav Zaitsev, our friend and partner, with whom we previously held some one-time shows.”
The Slava Zaitsev Fashion House had the honour of inaugurating the Fashion Week together with the Gevorkyan brand, the flagship of the Estet Jewellery House. The fashion shows by the members of the Fashion Designers’ Association of Russia were held on EFW day one, including those by the young representatives of the fashion-industry. The same day, a successful presentation of the collection by designer Sargylana Ymyy, feltmaker Yuliya Vilyui and the Treasures of the Northern Tengry collection by the Kierge Jewellery House was carried out.
Within the framework of the Fashion Week, the semi-finalists of the VII International Moscow Contest of the Young Fashion Designers showed their designs. The promotion of the young designers is one of the policy principles at the EFW.
Two days were devoted to the children’s clothes brands, and also the fashion designers demonstrated new concepts of the outerwear for megacities as well as of summer, evening and wedding clothes. All collections were appraised by the members of the authority panel of judges, including such renowned fashion and style experts like Vyacheslav Zaitsev and Sergei Zverev, famous jewelers Galina Pavlova (the initiator of the Yakutia’a jewellery brand promotion) and Galina Anan’ina (President, the Fund of the Jewellery Art of Russia), Igor Komov, the curator of the British High School of Art and Design, Igor Kornilov, Director of the Museum of Fashion, Irina Karimova, Editor-in-Chief of Fashion Education portal, and Russian celebrities like astrologist Pavel Globa, singers Nadya Ruchka and Svetlana Razina, producer Vladimir Lyovkin, and Valentina Kuznetsova, Editor-in-Chief of RIA Moda (Fashion).
The judges of the Week decided on the winners in three different nominations. The Kierge firm from the Republic of Sakha (Yakutia) became the winner in the Best Jewellery Collection nomination, the readers of R&P are already familiar with their creations. And it is worth mentioning that this company’s achievements in their new interpretation of the traditional ethnic jewellery gained recognition and were very highly esteemed for 2 straight years. We can also mention the spiritual nature of the collection that is inherent in the Kierge brand – in the search of sacral significance (jewellery-protective charms), in their pursuance of new understanding of ethnic motifs and in the renovation of the traditional materials starting from a horse hair and the fossil ivory to polished diamonds.
“Every pattern, every ornament in ethnic jewellery has its own meaning and brings additional information,” notes Galina Pavlova, Creative Director at Kierge. “We continue traditions of our predecessors and give them a new life.”
The business programme is traditionally an integral part of the Estet Fashion Week. At ‘the round table’, the jewelers and fine art experts, journalists and fashion experts discussed the today’s jewellery trends, the difficulties the Russian designers face when entering the Western market, and touched upon the children’s model business. The Fashion and Revolution discussion was held – about the influence of the 1917 October Revolution on the fashion in the 20-th century.
The big concert programme of the Fashion Week was graced by Anita Tsoi, a Distinguished Artist of the RF, Elena Maksimova, Vladimir Lyovkin, Svetlana Razina, VIVA and many other performing artists, including the Neposeda Children Studio, Quintessence Show Ballet and Vladimir Preobrazhensky with the Boston Tea Party rock band.
According to Gagik Gevorkyn, a symbiosis of fashion and jewellery designs remains the basis of the Estet Fashion Week philosophy. And this format really allows not only demonstrating a certain garment or a jewellery set but also achieving a finished well-rounded image.
“If a fashion designer and a jewellery designer work together, they can jointly create a perfect image provided they understand a woman’s heart and beauty and take into account the fashion trends,” said Gevorkyan. “And this image becomes more creative and approaches the vision of beauty one can only dream of.”
The jewellery and watch brands like GEVORKYAN, Escada, NIKA, JP Estet, Kierge, TechnoMarine, BijouTresor, Ani M, Alcozer&J, GohfeldJewellery, Zlata, PhilippedeCheron, UKstyle took part in the Estet Fashion Week.
Galina Semyonova for Rough&Polished
