Mercedes-Benz Fashion Week Tbilisi takes a new form, a digital-only platform launching on the 19th of November.

Many sectors are reeling from the fallout of the COVID-19 pandemic and the Georgian Fashion Industry has not been resistant. During the past years, the Georgian fashion industry was an economic success story: consistent growth, the convincing performance, the demand of the global markets, and the boom of online shopping set up a strong outlook. Until the start of the pandemic, the sales forecast for 2020 looked encouraging. However, the COVID-19 crisis has dramatically affected the fashion industry worldwide and consequently Georgian Fashion and Art industries.

As the main fashion event in Georgia, Mercedes-Benz Fashion Week Tbilisi successfully puts a spotlight on aspiring local designers. Inviting media and buyers from all around the world, it has been able to launch a number of brands that are now well-known. Even though FW 20 shows have been postponed, the new SS 21 collections are ready and prove to be just as inspirational, as always, making the upcoming fashion week season worth the wait. 20 selected designers will be present on the MBFW Tbilisi digital platform 19-22 November with either
new content or assets from their current collections, along with many more activating profiles for a presence on the platform.

Bringing the fashion community together, the platform hosts exclusive multimedia content from designers, creatives, partners, media, retailers, and cultural institutions enabling collaboration and bringing together fashion, culture, and art.

This new digital experience will work as a global meet-up point, offering interviews, designer diaries, providing the opportunity for designers to tell their stories.

We have new initiatives and upcoming projects. Factory –Art, Culture & Educational Center and Georgian Fashion Foundation.

Factory spread over 27 800 m2, in the former Coca-Cola factory, the industrial space where local designers, photographers and artists can showcase their work.
It incorporates an educational centers which gives a possibility to many talented creative minds to develop their vision and creativity. Promoting interaction between artistic disciplines from art and fashion design, to contract ideas, working together to achieve a cultural and educational integration, contributing to the knowledge and dissemination of art, design, and culture.

Georgian Fashion Foundation – stating its mission to strengthen and support Georgian Fashion Industry activities and to raise both awareness and needed funds for those in Georgian creative communities who have been impacted by the COVID-19 pandemic.

Georgian Fashion Foundation is established as a response to the new challenges, to raise and distribute funds to those who have been most affected as well as provide much-needed cultural relief.

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This project was based on the method of studying various sources of information representing separate points of view on one term “Relationship” and carries a purely informational purpose.

Presented in the film is a symbiosis of research and personal experience of each of the JAM PROJECT team