Motivi and monthly magazine Glamour, one of the most widely read publications in Russia, recently held a fashion show event in the heart of Moscow, a stone’s throw from Red Square.
The event was inspired by the desire to bring fashion to all young women through a “democratic” form of involvement, beginning with an online selection of hundreds of candidates willing to put themselves to the test and take to the catwalk with Motivi and Glamour in the city centre. An operation that was communicated and promoted via the Motivi website and stores as of a month prior to the event.
During the evening the catwalk played host to 350 girls making their first runway appearances, accompanied by over thirty celebrities and Russian models, dressed from head to toe in Motivi designs. At the end of the fashion show, the jury, made up of experts from the sector, elected its Miss Motivi.
With this event the brand sought to strengthen its image in a strategic market in which it already has 70 monobrand stores. As part of its ongoing internationalisation campaign, the brand hopes to exceed 100 stores by the end of 2015.