Who is there?

Yandex Market is an open online platform where almost anyone can sell products. It welcomes huge international companies, small local businesses and every enterprise in between. Recently, Yandex Market has introduced «Univermag» — a new website section for local fashion designers. Local designers are shaping the current fashion industry in Russia, but their names are not yet widely known. The goal of «Univermag» is to support local designers, and not only give them the platform with a wide audience to sell their collections, but also present the people as personalities.

This video was developed by creative individuals from Yandex Magic Camp in-house creative studio for Yandex Market to announce the launch of the new section and features local brands which joined the platform.

For the «Univermag» video, we gathered the designers, asked them to dress up with clothes and accessories they produce, and launched a battle-runway. Every designer had several seconds to present themselves and their brands in front of the camera. We filmed it, edited the video and built a promo marketing campaign.

Lilia Popovscaia

Lilia received her academic education as a theater set designer. After several years of her theatrical career, she switched to the fashion industry, which fitted her personal and professional aspirations better. Lilia worked as an art director and set designer for lookbooks and editorials, arranged fashion show concepts. She explored the influence of world affairs on culture and fashion, with a particular focus on the principles of trends emergence in culture. On top of that, she created her independent photo projects on the interface of fashion and art.

In a natural course of her career, Lilia became a creative director of Yandex Magic Camp in-house creative studio and curates premium brand Ultima in Russia and remains in the position at present. As the creative director and art director, she deals with the communication strategy of the brand and is responsible for all its visual content, including video ad campaigns.

Lilia first tried herself as a director in 2022 within Magic Camp. Dramaturgy is inherently tied with visuality, in her director’s perspective. In her projects, she prefers to fuse several roles such as a scriptwriter, a director, and an art director.

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