Fashion brands, both emerging and established, have been investing significant resources in building and maintaining their archives. BoF investigates.
MOSCOW, Russia — On rainy days, the GUM mall on Moscow’s Red Square swarms with tourists. Unfortunately for GUM, the hordes seeking shelter tend to do more looking than buying, in large part because the big-brand fashions there cost about 50 percent more than they do in Paris or London.
In recent seasons, Moscow-based designer Vika Gazinskaya has attracted attention, and orders, from some of the world’s most influential stores, including Colette, Net-a-Porter and Fivestory. How did she do it?