Alexandra Gapanovich spoke about the cultural identity of the North at the National Centre RUSSIA

The designer of the conceptual brand Gapanovich from the Far North, Alexandra Gapanovich, took part in the open discussion "How Fashion Brands and Cultural Initiatives Are Changing the Life of the Regions." The event was held as part of the expert programme "Looking into the Future" at the National Centre RUSSIA. In her speech, she spoke about rethinking Russia's identity through the local code of the northern territories — particularly the Murmansk region.

"I see a growing interest among designers in traditional Russian costume. As for me, I work with what I know, what I’ve personally experienced. I talk about what I love, what has filled me, what I grew up with — I return to the past, to various impressions, both painful and joyful. And it turns out that in one way or another, I touch upon the Russian code, Russian traditions, but at the same time give them a contemporary interpretation," Alexandra Gapanovich explained.

The designer emphasized that sincerity and honesty are essential in any project. Alexandra seeks to support creators living in the Murmansk region and to develop the regional creative industry.

This year, the Open Festival of Young Fashion Artists and Clothing Designers "NaMODnenie" celebrates its 25th anniversary. Alexandra Gapanovich has been on the jury for 15 years. The festival is held at the Murmansk Regional Art Museum and annually serves as a platform for the professional growth of emerging talents.

"I want to show everyone what our land looks like, how beautiful it is. For me, this is an eternal love that I transform in my heart," said Alexandra Gapanovich.

In her clothing and accessories collections, Alexandra often turns to the past, rethinking complex and pivotal moments in the history of her family and the country as a whole.