On April 28, 2025, the conference “Formation of Russian and Moscow Cultural Identity” was held in Moscow with the support of. The event was dedicated to issues of cultural identity in a multipolar world (the project is being implemented with the support of Grants from the Mayor of Moscow for socially oriented NGOs of the Committee for Public Relations and Youth Policy of the City of Moscow).
Participated in the Conference as an expert speaker. Kalgina Elena Konstantinovna, statesman and public figure, expert in the field of youth policy and security. Topic of the speech: “Moscow’s Creative Industries as Drivers of the Cultural Code: Fashion, Cinema, Animation, and New Media in Shaping Russian Identity.”
Dear colleagues, participants of the conference!
In the era of globalization and digital transformation, issues of cultural identity are coming to the fore. Moscow, as the capital of Russia, not only preserves the richest cultural heritage, but also actively forms new mechanisms for its transmission through modern creative industries. Today I will talk in detail about how KinozavodMoskino and the I’m on Style project are becoming powerful tools for strengthening Russian identity through the synthesis of fashion, cinema and digital technologies.
Moskino Film Factory: an innovative hub for creative industries
The Moskino film cluster is a unique ecosystem where the traditions of Russian cinema are organically combined with advanced creative and
IT technologies. Unlike classical film studios, a fundamentally new model of interaction between various areas of the creative economy has been created here.:
1)Full-cycle filmmaking
Filming of feature films and documentaries;
Production of television content;
Creating animation projects.
2)Fashion industry
The “I’m on Style” project as a growth point for Russian design;
Fashion and Technology Labs;
Production of costumes for cinema and theater.
3)Digital technology
Development of VR/AR projects;
Creating digital doubles;
Production of content for metaverses.
4)Educational programs
School of Cinematographic Professions;
Digital Technology Courses in Fashion;
Professional development programs.
Importance for cultural identity:
Preserving traditions through modern formats;
Development of innovations in the cultural sphere;
Formation of new professional standards;
Creating growth points for young professionals.
The project “I’m on style”: fashion as an actual cultural code
The fashion and design pavilion of the Film Factory houses the laboratory and the show room project
“I’m on style”, which in a short time became:
An incubator for young design talents;
A platform for cross-industry collaborations;
Laboratory for the development of new production technologies;
The Center for the popularization of Russian Design;
Specific results of the first season (2023):
The reality show “I’m on Style” is a unique project about mass Russian fashion, aimed at import substitution and popularization of working professions in light industry.
Key indicators:
18 issues with a total reach of 85 million views;
More than 43 thousand publications in the media and social networks;
7 capsule collections, including 2 special lines with Soyuzmultfilm characters;
Direct viewer voting for collections.
Project Features:
Creating affordable fashionable mass-market clothing;
Integration of cultural heritage (images from the “Golden Collection” of Soviet animation);
The use of digital technologies at all stages of production.
The formation of identity through the synthesis of art
The “I’m on Style” project demonstrates an innovative approach to strengthening cultural identity through:
1) Connection with traditions
– Special lines with Russian animation characters.
Example: As part of the project, two capsule collections were dedicated to the heroes of Soyuzmultfilm’s “Golden Collection.” Favorite characters — Winnie the Pooh, the Hedgehog in the Fog, the Wolf and the Hare from Nu Pogodi! — inspired designers to create modern fashion solutions. These images were organically embodied in everyday clothes, proving the viability of traditional cultural codes in modern fashion.
2) Technological innovation
Development of digital collections;
Creating 3D avatars for virtual fitting rooms;
The use of neural networks in design (more than 500 SKUs were created in three months).
3) Educational component
Professional orientation programs;
Support for young designers;
Preservation of traditional production technologies.
Learn more about future work directions:
1)Development of educational infrastructure:
Launch of the School of Fashion and Technology;
Development of online courses for regions.
Educational program (starting in 2025)
Annual course “From sketch to production”;
Master classes from leading industry experts;
Practical internships at the best production facilities in Moscow;
Digital design and 3D modeling programs.
2) Production unit
Creating capsule collections;
Costume design for film and theater productions;
Experiments with innovative materials (biodegradable fabrics, smart textiles);
Expansion of production capabilities: creation of a prototyping center, development of micro-production technologies.
3) Cultural events
fashion shows;
Exhibitions “Russian Design: Traditions and Innovations”;
Expansion of cooperation with Russian film studios;
Creation of joint collections with the regions of Russia.
4) Strengthening international cooperation:
Participation in international exhibitions and fashion events;
Development of the export potential of Russian design.
5) Filming the second season of the reality show “I’m on style”
Conclusion and strategic initiatives
The Moskino Film Factory and the I’m on Style project represent a successful model for integrating creative industries into the process of cultural identity formation.
Full recording of the conference: “Formation of Russian and Moscow cultural identity” .
Follow the link for more photos. Mandatory conditions:
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https://anisimovp.ru/disk/28-04-iszh-konferentsiya-fotootchet-bk8vp7