3 October the Mature Beauty Runway sociocultural project in Moscow will be ceremonially opened by Yelena Shipilova, a well-known Russian designer. This year, the event, organized by the Baba-Deda portal for the elderly and the ZIL Culture Centre, will be sponsored by MGTS, the Charitable Foundation of Elena and Gennady Timchenko and WITT International, a European brand of fashionable clothing.
The 2017 models, mature women and men of 50+, will show fashions from popular brands: WITT International, UNIQLO, HC chain of stores, Cocos Moscow, Tsaritsin Dom; the show will feature a fashion line from Nadezhda Babkina.
The icing on the cake for the event will be provided by an ethnic fashion show: the models will show fashions that blend the latest trends and folklore motifs in a modern light.
To enable this, a competition was held throughout Russia among cultural organizations and individual craftsmen who preserve and revive the traditions of their people and homeland, and five winners were selected jointly with well-known fashion house of Elena Shipilova from different Russian states — the Mari El Republic, the Sverdlovsk, Novgorod and Belgorod Oblasts, and the Perm Krai.
“Our project shows society the changing portrait of the older generation. And I have noticed that the older people become, the more often they think about their roots,” says Anastasia Lazibnaya. “That is why this year we decided to demonstrate how cultural self-identification can inspire and become part of metropolitan fashion styles.”
Russia is the first country in the world to have staged a runway show featuring over-50 models. A similar project was run in the United Kingdom in 2015, a year after the Russian runway show.
Thanks to the MGTS company, the event can be watched again by people throughout Russia: a live broadcast of the Mature Beauty Runway will be offered on the project’s website at www.baba-deda.ru/podium50
Master classes will be held for spectators in fashion and style, healthy diet and life style with support from the witt.ru fashion e-shop for mature ladies (WITT International) several hours before the Mature Beauty Runway’s opening ceremony.
16:30 to 19:00 – Master classes on fashion, style and beauty for spectators
19:00 – Arrival of guests
19:30 – Runway opening ceremony
21:00 – Runway closing and award presentation
The event will take place at the ZIL Culture Centre (No. 4 Vostochnaya St., korp.[blk] 1).