Why digital clothing is a new mass market? | Daria Shapovalova | TEDxKrasnayaPolyanaSalon

Daria Shapovalova shares her vision on digital clothing. Called ‘Kiev Fashion’s Queen Bee’ by Vogue UK, Daria Shapovalova is the former creative director of Kiev Fashion Days, the founder of More Dash and DressX.
After earning her degrees in PR and marketing, aged 19, she launched her own television show, Fashion Week with Daria Shapovalova, on Ukrainian TV. From there, she began contributing to the Ukrainian editions of Elle and Harper’s Bazaar, plus Vogue Russia. Her venture into multimedia journalism also spanned to her role as a video director at the French fashion website, Nowfashion, her Russian-language fashion website, Fw-Dailly and her eponymous fashion blog. Taking the PR world by storm, Shapolova eventually launched her own agency, More Dash in 2014, building recognition for Eastern European brands in new markets. Among them were brands such as Mariana Senchina and Anna October, now stacked at Matches Fashion, Harvey Nichols and Selfridges. She was also a regular contributor for Style.com.
As ex-organiser and creative director of the Mercedez-Benz Kiev Fashion Days, Shapovalova’s main goal was to elevate Ukrainian fashion and mark Kiev as a major fashion capital in Eastern Europe. As the largest fashion event in Ukraine, it has attracted representatives of the likes of Forbes, W Magazine, The Huffington Post and the CR Fashion book. In 2016, Shapovalova crossed her fashion career into the technology industry, holding the very first fashion-technology forum. There Shapovalova spearheaded discussions focused on the bridging fashion with technology. She also veered into the fashion education sphere in founding the Kyiv Fashion Institute, a private school with a reputation as one of Ukraine’s top fashion centres.
As the next move in her career, Daria founded DressX, the first international multibrand retailer for digital clothes. Daria currently resides in Los Angeles, where she builds her company with an ambition to re-imagine the future of fashion. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx