MOSCOW — Considering the impact of the global financial crisis on the Russian economy, Fashion’s Night Out couldn’t come at a better time.
More than 30 stores here will take part in the nighttime shopping event Thursday, hoping to boost sagging sales with enticements of Champagne and strawberries, free hair and makeup consultations, models, celebrities and designer giveaways.
This story first appeared in the September 8, 2009 issue of WWD. Subscribe Today.
At Tsum, Moscow’s upscale department store, guests will be welcomed from 7 p.m. until 2 a.m. and treated to a showcase of Russia’s top designers, including Denis Simachev and Konstantin Gaiday.
A free photo session with a local Vogue photographer and makeover by MAC will also be on offer. Tsum is using the event to promote its new Michael Kors corner, giving away Kors leather handbags to the 30 customers who spend the most on the label during the event.
The highlight of the evening will be a personal appearance by British designer Nicholas Kirkwood, who will talk about his new collection and the styles that inspire him.
Down the street at luxury boutique Aizel, the red carpet will be rolled out — literally — until midnight.
The country’s top celebrities have been invited to the event, and will be led by socialite Ksenia Sobchak, Russia’s answer to Paris Hilton. The boutique has hired a leading DJ to spin for the models who will pepper the event, and guests will be offered Champagne and chocolate-covered strawberries. British designer Roland Mouret will attend to present his fall collection. The boutique’s top customer on Fashion’s Night Out will win a dinner with Russian Vogue editor in chief Aliona Doletskaya.