Russian fashion retailers, in particular those working in the premium and luxury segments, are actively experimenting with new tools to increase traffic, using in practice the experience of the largest Western department stores.
One of the effective ways to attract customers today is to conduct various cultural events that are organically integrated into the trading space - photo and art exhibitions, lectures, master classes with designers, artists, photographers.
On the fifth floor of the Central Department Store, an exhibition devoted to the 35 anniversary of the Carolina Herrera Fashion House, which will be available to all visitors of the 9-11 November shopping center, opened the night before. The organizers wanted to show each guest of TSUM the world of high fashion and give their visitors the opportunity to look behind the scenes of the catwalks. The pop up exhibition "Carolina Herrera, 35 Years of Elegance" was opened by the daughter of the famous fashion designer - Carolina Herrera de Baez, who is the creative director of the House, who specially flew to Moscow for the opening.
The exhibition presents a unique collection of fragrances and six luxurious “haute couture” dresses that Carolina Herrera created specifically for each fragrance, as well as two dresses specially prepared in honor of the anniversary of the House. In Russia, a unique collection of evening dresses and aromas is exhibited for the first time, before that it was seen only in Mexico and in France.
Also on display are photographs from a collection book about the history of the luxury brand, released by Rizzoli for the anniversary. The book was created by Carolina Herrera herself with the participation of the well-known “veteran” of fashion journalism JJ Martin and is made up by the famous art director and redcor Fabienne Baron. Book illustrations are 200 color and black-and-white photographs created by famous photographers from 1981 of the year to the present.
Carolina Herrera - Venezuelan-American designer and fashion designer, founded the company Carolina Herrera New York in 1980. In addition to perfumes and clothing lines, the Fashion House produces a line of accessories - men's and women's shoes, bags, scarves, stoles and leather goods.