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Break in event industry: how Ƶ implements new trends in the field of digital fashion shows
26 May

On May 25, 2021 in Saint-Petersburg State University of Industrial Technologies and Design the final of university’s project “Miss Ƶ” was held under the motto “DIGITAL beauty” and became a significant occasion both for the University and professional community that develops fashion and event industries directions in Russia.


One of the contest’s stages was digital fashion show. For the first time in Russia digital clothes was worn not on the drawn digital avatars, as it happening all over the world, but on a live model. Authors of idea who bring to life new reality of digital fashion presentations became a team of students of Ƶ: collection designer Gulnaz Sadretdinova and digital fashion designer Elena Kildyachkova. Innovation has already attracted public attention, the idea was supported by the organizers of technological Science Fest which held in the Saint-Petersburg Planetarium №1: the show will be presented to the public at the Science Festival. Last season the contest “Miss University” which serves to identify the most talented, smart and beautiful girl of the University of Industrial Technologies and Design received approval and recognition from the organizers of the National contest “Miss Russia” in terms of performances.


“This season of the contest “Miss University 2021” is strongly dedicated to the digital sphere. Live beauty for us is on the top, but University and our students are in close contact with digital environment. Here, as in real life, we need rules. Generation that studying in universities of Russia nowadays has made it clear that they set the rules in the environment. Today our aim as a University is to be an element which connects positive digital environment and those who are ready to develop and work with it. We have supported our student team with initiative to set a new trend of digital fashion shows. Nobody in Russia has presented clothes this way yet. There are steps to improving the whole industries”, - the Chairman of the Council of Rectors of universities of Saint-Petersburg and the Leningrad region, the rector of Ƶ Alexey Vyacheslavovich Demidov gave a comment.


The winner is 20 years old student of Institute of business communications Alice Ageychik. She develops in different spheres such as: dance, sport, modeling, theatre art, music. Alice works in model agency and fends for herself. “Active, communicative, ambitious, opens for everything new, brings everything to the end” – tells Miss University 2021 about herself. Also organizators of Neva Fashion Week noted three finalists who will take part in the anniversary fashion week NFVW this fall. There are: Svetlana Trifonova (Higher school of printing and media technologies in Ƶ), Anna Solodyagina (Institute of business communications in Ƶ), Natalya Kirnosova (Institute of textile and fashion in Ƶ). “Cofebon” company has chosen Svetlana Trifonova as the face of its company.

  • Miss Intelligence – Svetlana Trifonova (Higher school of printing and media technologies)
  • Miss Beauty – Alice Ageychik (Institute of business communications)
  • Miss Fotomodel – Elizaveta Garbuz (Engineering school of clothing)
  • Miss Digital – Polina Interesova (Higher school of technology and energy, Institute of management and economics)
  • Miss Talant – Lyudmila Lysokova (Institute of costume design)
  • Miss Creative – Vladislava Dudkina (Institute of graphic design)
  • Miss Inspire – Darya Shatalova (Institute of business communications)
  • Miss Elegance – Anastasia Strelkova (Institute of )
  • Miss Style – Natalya Kirnosova (Institute of textile and fashion)
  • Miss Model – Kseniya Podinskaya (Engineering school of clothing)
  • Miss Audience Choice – Anna Solodyagina (Institute of business communications)
  • The Second Runner-up – Svetlana Trifonova (Higher school of printing and media technologies)
  • The First Runner-up – Anna Solodyagina (Institute of business communications)
  • Miss University – Alice Ageychik (Institute of business communications)


Data: General partner of the contest “Miss University 2021” – VK Company. In total, more than 50 applications were submitted for the competition, 11 girls reached the final. They competed in several stages: an intellectual competition, a creative performance, a digital fashion show and performance in evening dresses.

The jury team included the Chairman of the Council of Rectors of universities of Saint-Petersburg and the Leningrad Region, the rector of Ƶ Alexey Vyacheslavovich Demidov, the president of the University Viktor Yegorovich Romanov, the first vice-rector of the University Pavel Vladimirovich Lukanin, Miss University 2020 Anastasia Vinogradova, Miss Higher school of technology and energy 2021 Ekaterina Shunyakova, director of the project office of the scientific and technological initiative, program director of the Boiling Point – “IndTechDesign” Maxim Ermachkov, director of the Center of Students’ Creativity and Leisure Denis Asinovsky.