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“Speed of Yellow” on the Streets of Moscow

Adorned in DHL yellow and red, young ladies took to the streets of Moscow to surprise delivery recipients with tickets to the debut fashion show of DHL-sponsored designer Goga Sabekiya.


Streaks of yellow and red filled the streets of Moscow in March, as DHL employees dressed in ballgowns designed with the company’s “Speed of Yellow” theme in mind pounded the pavement ahead of Mercedes-Benz Fashion Week Russia.

Accompanying our couriers on their local delivery routes, the models-for-a-day surprised package recipients with a fashion pop quiz – and the chance to win tickets to the debut showing of talented young designer Goga Sabekiya at Mercedes-Benz Fashion Week Russia. The show, held on April 1 as part of the week’s “it” event series, attracted over 1,000 attendees, many of whom earned their spots by answering the models’ questions correctly.

Sabekiya designed the models’ gowns as part of a young designer competition held at Mercedes-Benz Fashion Week Russia in October, a competition that gave him a grant to show alongside two maestros from the Russian fashion industry – Slava Zaitsev and Tatyana Parfionova. While last autumn competitors had to create mini collections of 5-7 looks, this season Goga designed a full collection, which he called «Russia: Reload».
Read more about the young designer competition held at Mercedes-Benz Fashion Week Russia in October

It was the designer’s first show and the venue couldn’t have been better. The sophisticated Manezh’, located in the heart of Moscow near the Kremlin provided the perfect backdrop to the designer’s mix of casual glamour. For more looks from the runway, have a look at our image gallery.

Sabekiya’s show wasn’t the only highlight from the Russian runways. With more than 70 designers from across the continent, Mercedes-Benz Fashion Week Russia was a bustling playground for Muscovite fashionistas ready to drink in the colors and styles on tap for Autumn/Winter 2013. It also provided the ideal launching pad for the next DHL designer competition, themed “DHL: 30 years in Russia.” Stay tuned for more details!

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Like DHL, the capital of Russian fashion never turns its back on good style – at Mercedes-Benz Fashion Week Russia

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It’s not all glamour in the big city – tennis whites turn heads, too

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Just a hint of the “Speed of Yellow” was still present in this debut collection

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The Moscow skylines and a sky-high hemline was adored by the crowd of over 1000

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Goga Sabekiya, DHL award-winning designer and star of his own show

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I Heart DHL

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The original, winning designs from the competition at Mercedes-Benz Fashion Week Russia in October 2012

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Fashion show attendees got their own taste of life on the runway at the DHL booth, designed in cooperation with Sabekiya

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The metropolis proves inspiring for the local designer

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