Urals Brand Association
About the project
U'FASHION is an international project devoted to Urals designers.
The goal of the project is to help young local brands to expand their audience, increase their profits and enter new markets. Famous designers will enhance their influence.
The mission of the project is to form the image of the Sverdlovsk region as a Russian centre of fashion and design.
U'FASHION will strengthen interaction between large and small businesses, also taking care of business and person-to-person communications in the fashion and related industries. It will become a flagship informational and educational resource for everyone interested in fashion.
The project will receive wide media coverage with publications in social media channels at regional and federal levels.
We want to inspire Urals designers to take their place in the professional community, accelerate their growth rates and find new admirers around the world.
And most importantly — to prove that the Ural region is fashionable.
The project was initiated by the government of the Sverdlovsk region and the administration of the city of Yekaterinburg. The project operator is Sverdlovsk Regional Fund for Entrepreneurship Support
The event is realized within the framework of the regional standard for the development of creative industries of the Agency for Strategic Initiatives.
The project is timed to coincide with the celebration of the
90th anniversary of the Sverdlovsk Region.
U'Fashion is
An online platform for the promotion of Ural brands
UF LAB — an International Fashion Week with an extensive business and educational programme happening in August from 19 to 23, 2024
A special issue of the magazine about local brands UF MAG
UF LAB
The culmination of the project in 2024 will be the International Fashion Week. It will be held from August 19 to 23 and will become the largest event of the regional fashion industry thanks to the participation of the largest Russian and international brands, as well as a rich business programme.
The shows will be held in unique urban locations — at the largest transportation sites in Yekaterinburg: the Museum of Automotive Technology in Verkhnyaya Pyshma, the Yeltsin Center, and the Domna creative cluster.
As part of the UF LAB International Fashion Week, Sverdlovsk Regional Fund for Entrepreneurship Support is holding the All-Russian Designers and Brands Competition. On August 23, 15 best participants will be able to demonstrate their collections at the big fashion show in the creative cluster «Domna», closing the fashion week. On the same day, the jury will announce the winners of the contest. 10 contestants will receive a cash prize of 300
thousand to 100 thousand roubles, depending on the place taken. The prize fund of the contest is 2.2 million roubles.
The winners will also receive gifts from partners, including:
• A photoshoot by Sergey Autrash
• An interview on the Kommersant website
• Special prize from the glossy magazine «The Voice»
• Development of communication strategy from KONTORA agency
Additional prizes from sponsors, partners, organizers, and experts of the project are also possible. Information about them will be posted on the project website.
Join UF If you are a designer and have your own brand
Opportunities for designers
A personal page on the project website
A chance to take part in the final show of the project
Publication in social media channels of the project and its partners
Media support within the framework of the information campaign
Opportunity to contribute to the creation of the image of the Urals as a fashion-region
Competition for designers 
Brands that have firmly established their niche and made a name for themselves on the Russian and international markets are given the opportunity to become mentors and tutors for young colleagues.
Thus, all project participants form a unique environment and professional community that will set trends in the development of the Urals fashion industry.
Already joined
Friends of the project
