Since the mid-2010s, SPFW has undergone rapid evolution, as what began as a local industry showcase gradually developed into an event that transcended traditional fashion boundaries. While it continued to feature both established designers and emerging voices, presenting collections that ranged from haute couture to market-oriented prêt-à-porter, SPFW started to grapple with questions of identity and purpose in a shifting media landscape.
As SPFW’s digital producer, I sought to navigate the interplay between the event’s commercial imperatives and its potential as a platform for creative expression. Working with a small team, we developed an integrated approach by placing fashion in dialogue with various art forms. This vision manifested through site-specific interventions that responded to both the innovative architecture of the New Scene—a recently constructed addition to the historic Alexandrinsky Theatre—and the collections, while a carefully curated program of performances helped dissolve the boundaries between runway shows, art installations, and side-activities.
A critical aspect involved reimagining SPFW’s presence across digital platforms. Given considerable creative freedom, we fostered collaborations with video artists and designers who brought fresh perspectives to the event’s visual identity. This approach yielded impressive results—not only multiplying social media engagement and expanding audience reach, but also establishing new benchmarks for visual communication.
As SPFW’s senior management sought to reassert more conventional approaches to representation and brand identity, it became clear that our visions for the event’s future had diverged. This fundamental difference in perspective ultimately led to my decision to step down from my roles at SPFW.
