Designer with 25 years of experience Katya Borisova will talk about how to turn Tatar culture into the DNA of a premium brand.

On July 9, the lecture hall of TSUM (2 Moskovskaya St.) will host a lecture titled “How to Create Fashion with Local Codes.” The speaker is designer Katya Borisova, who has successfully brought Tatar culture to the runways of Paris and Milan.

Participants will discuss why locality is not a limitation but an asset, if you know how to work with it. Katya Borisova will share her experience of reading cultural context and translating it into a visual language, and will talk about how to build a brand that is understood both in Tatarstan and beyond. Special attention will be given to how to make Tatar aesthetics a contemporary statement rather than a souvenir product.

The lecture will be useful for designers, stylists, and creators of local brands. It starts at 7:00 PM.

Source: Idel Magazine