Fashion Futurum Startup Show

Fashion Futurum Startup Show

This is so cool: Russia’s first fashion startup show came to Europe as part of the Mercedes-Benz Fashion Week Russia. Called the Fashion Futurum Startup Show, several presentations and lectures were given–and fashion tech startups came together in front of a panel of judges to pitch their ideas. Here’s how it went down. 

It was the first time a startup show format was launched at the Fashion Week, which allowed for progressive incentives and ideas to get the attention of the professional community.

Lectures were given on such topics as cutting edge production technology, the need for fashion IT specialists, and social media strategies for fashion startups.


A special jury consisting of experts in education, fashion industry, venture investments and fashion media were invited to evaluate the participating startups. As a result, the winners of the competition chosen by the jury’s vote received an opportunity to join the business acceleration program in Milan’s Fashion Technology Accelerator or will take part in the major startup event, Slush Helsinki, in Finland. (Fashion tech really has gone international!)

The twelve startups that participated were chosen out of 70 applicants; the two chosen were SuitApp and Metro Masks. 


SuitApp is a virtual fitting room app that “cooperates with retailers and allows the customer to ‘try’ clothes at the Internet store on its avatar featuring customer’s exact physique parameters and a selfie shot for facial data processing.” This app was created by Russian developers and has already launched in a market in Malaysia.

Metro Masks makes self-protection masks for “unfavorable environmental conditions.” These two startups will showcase their projects in Milan and Finland.

Two other participants were chosen to participate in the Mercedes-Benz Fashion Week Russia in March. These participants were F.Gene, which makes customizable eco-leather laptop bags, and The Dream Hoodie, which is an experimental tailor shop.

This slideshow requires JavaScript.

Congrats to everyone involved in Russia’s first fashion startup show! Learn more about Fashion Futurum by visiting their website. We can’t wait to see what comes next. 

Third Wave Fashion has been your fashion tech think tank since 2011. We publish the first ever printed fashion tech magazine, Third Wave. Follow us on Twitter or subscribe to our newsletter to stay on top of the latest in fashion tech + wearables.