Creative trade of Russia: local brands reaching the federal level discussed at the National Centre RUSSIA

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On 27 September, as part of the VI Federal Forum-Festival "Russian Creative Week", the case session "Creative Trade of Russia: From the Development of Local Brands to the Export of Creative Products" took place at the National Centre RUSSIA. Experts discussed how to integrate creative industry goods into federal retail, meet demand for exclusivity and support entrepreneurs in a highly competitive environment.

Among the country’s successful initiatives to support the creative industries, a significant role is played by the Department Store RUSSIA project, launched at the International RUSSIA EXPO and now widely represented at the National Centre RUSSIA. The Department Store space is more than just a trading platform, noted the project’s Creative Director, Marius Matas.

"To be honest, when I talk about the Department Store, I do not really like to give standard presentations, because our Department Store RUSSIA is a living organism, where our ancestors, the present day and the future coexist. This is the first platform in the country where the best domestic brands are collected and presented — the ones we and future generations should be proud of. We already have two full-scale department stores — in Moscow and Vladivostok — and it is not about the cash register, but about ensuring that great products, created by Russian people in Russia, look harmonious in modern homes," said Marius Matas.

Georgy Rostovshchikov, the session moderator, founder and CEO of FASHION HUB RUSSIA, the national B2B showroom FHUB EDUCATION (Moscow), and President of the INTERNATIONAL BUYERS HUB, noted the growing interest from the regions in developing the creative sector.

"Every year I personally discover a new creative region. This year, Chelyabinsk was an absolute revelation. We conducted a regional brand audit there and are now working closely with the region’s enterprises," shared Georgy Rostovshchikov.

Ivan Kutsevlyak, First Deputy Governor of the Chelyabinsk Region, noted the deep historical roots of local brands and spoke about current steps to promote them.

"The history of our creative brands goes back centuries — from Zlatoust engraving on steel to traditional arms production. But art must be sold skillfully. We are working actively on this: we have opened three pavilions in Uzbekistan, Belarus and Azerbaijan, where we showcase a full range of products — from creative brands to door handles and rolled oats. So, in addition to classic support measures, we are essentially doing producing, to help brands eventually break through," explained Ivan Kutsevlyak.

Svetlana Rodina, founder and designer of the Russian clothing brand Loom by Rodina, offered words of encouragement to the younger generation, noting that traditional crafts are an important part of the nation’s history.

"I am happy to see young people in this hall, because you are the legacy of our country, to whom we pass on our experience. And I want to say — study our history. Because if we study the historical layers and rely on facts, then we cannot be deceived or confused, terms cannot be substituted and facts cannot be rewritten. Of course, on the one hand, we cannot deny that we are part of the broader global fashion industry, but on the other hand, we must have individuality and national identity. That is why, as part of the creative industries, we support traditional crafts and try to adapt this code to modern reality," said Svetlana Rodina.

Irina Minchenko, Head Buyer of Fashion Hub Russia group of companies in the categories of perfumery, cosmetics, fragrances and home care products, and recognised by VOGUE Russia magazine as Russia’s best buyer of elite niche perfumery and cosmetics, confirmed the growing trust in domestic products.

"A turning point has come when we can be proud of what we produce. Since 2022, demand for local brands has grown and now exceeds 40%. Imagine: almost half the population is, in one way or another, using Russian brands in perfumery and cosmetics. Right now, for example, my entire makeup is from Russian brands. In recent years, my makeup bag has completely changed, and the preference for foreign brands has disappeared. And I believe it is amazing when traditional aesthetics are integrated into a modern brand," said Irina Minchenko.

The discussion also featured fashion artist and creator of the "Tsarevna of the World" project and the "Tsarevna’s Move" show Yelena Baranova; founder and creative visionary of the ANTE KOVAĆ brand and founder of the Rich&Raul Fashion House, Nadezhda Khafizova; head of the "Noah’s Ark" workshop Vadim Khripkov; and producer of the "Russian Forum of the Design Industry", producer of the Creative Projects Directorate of the Roscongress Foundation, member of the Union of Designers of Russia and Candidate of Economic Sciences, Tatyana Ognivova.

"If there is no trade, there will be nothing. So spend on Russian goods, because our enterprises are the best," said Georgy Rostovshchikov, closing the session.

The VI Federal Forum-Festival "Russian Creative Week" is taking place from 25 to 27 September at the National Centre RUSSIA. The focus is on three strategic areas: the value-oriented economy-2035, the spatial development of the country and regions in the era of a new type of economy, and the role of the creative individual in shaping new economic models. The main event of the forum-festival was the plenary session "The State as a Visionary: A New Philosophy of Russia’s Intellectual and Creative Leadership".