LAHORE: The garment exporters on Saturday called for an assertive national presence at international fashion platforms like Moscow Fashion Week, describing it as a strategic gateway to expanding trade, forging global partnerships, and enhancing the country’s export potential.
Former PRGMEA central chairman, Mubashar Naseer Butt stressed that proactive participation could transform Pakistan’s creative talent into tangible economic gains, opening doors to new markets and premium buyers worldwide.
Moscow Fashion Week, held from March 14 to 19 at the historic Manege, drew over 65,000 visitors and brought together more than 300 brands from Russia, China, Spain, Turkey, and other countries.
The event showcased a mix of well-established fashion houses such as Viva Vox, Ruban, Ianis Chamalidy, Sergey Sysoev, ?akaMa, Julia Dalakian, and Esve, alongside promising emerging designers including Capparel, Two Joy, Sasha Barbakov, Kiri, and Atelier Duo. The scale of participation highlights Moscow’s growing reputation as a global fashion hub and a key marketplace for designers seeking international exposure.
This year, the event also introduced technological innovations, including the first AI-powered fitting room. Visitors could virtually try on collections from emerging Russian designers before their runway debut, a development that Mubashar Naseer Butt described as “a game-changer in bridging creativity with business.” He emphasized that such initiatives, combined with networking opportunities and educational programs, equip brands with the tools needed to enter international markets successfully.
Mubashar Butt, who has been a regular attendee of Moscow Fashion Week, stressed that Pakistan, must ensure strong representation at such events. “It is not just about showing our designs; it is about creating business opportunities and building long-term trade partnerships,” he said. He added that pre-visit coordination, structured delegations, and embassy support are critical to turning participation into tangible export outcomes.
Highlighting Russia’s potential as a market, Butt said, “Russian consumers have high standards, comparable in some sectors to the European Union and the United States, and they are willing to pay premium prices for quality products. This makes Russia a highly promising market for Pakistani garments and textiles.” He urged the government to facilitate designers and exporters by expediting visa processes, supporting logistics, and ensuring strategic promotion during international events. Butt underscored that Pakistan cannot afford to remain passive. He said, “Pakistan must approach such events with clear objectives, proper planning, and active government support. Only then can our designers, exporters, and the country as a whole benefit fully from the enormous opportunities these platforms offer.”
Copyright Business Recorder, 2026
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