THE EFFICIENCY OF THE RUSSIAN SILHOUETTE COMPETITION IN THE FASHION INDUSTRY DEVELOPMENT

The article is devoted to the influence of competitions for young fashion designers on the promotion of the domestic fashion industry as an innovative project.The emergence and development of clothing designer competitions in a historical and social context is fundamentally different from fashion shows, festivals, and presentations.To give a strong impetus to young talents and introduce promising designers to leading brands is the purpose and the main mission of the Russian Silhouette competition.Promotion of Russian culture and art, which is the conceptual idea of Tatyana Mikhalkova, Corresponding Member of the Russian Academy of Arts, President of the Russian Silhouette Charity Foundation, Honoured Artist of the Russian Federation, is directly related to the formation of interaction between educational institutions and business representatives in terms of finding talents and creating conditions for creative competition among young designers.Young design specialists' career paths need to be planned to create a new, productive class of fashion industry professionals.The role and influence of competitions directly depend on the degree of popularity and significance of competition, the organisers' strategy, and the support of interested companies.Participants from various regions are becoming more interested as a result of the organisers' effective communication with the media and dissemination of the competition's aims and objectives.The development of micro and macro-business shows that many new world brands are born from small home studios.A qualitatively new information policy forms a demand for original, but customer-oriented creativity.Awareness of the initial request from manufacturers, based on the results of competitions, motivates clothing designers to work more purposefully.