All the Scandinavian philosophy, minimalism and spirit of the North. The Moscow designers of this brand presented «the North-style» clothes, inspired by appearance of the punk subculture in England. The difficult-to-pronounce name Fy:r means «Lighthouse» in Swedish. The brand designers believe that clothes should be laconic, sole-colored, and simply cut-out. In their collections, they use neither fur, nor leather, as they don't want to harm animals.

      On October 26, the venue of MBFW Russia moved to the Museum of Moscow, where the new generation of Moscow fashion designers showcased their collections. The display and presentation of the nineteen young designers and artists were organized by the Museum of Fashion and Museum of Moscow with support of the Moscow Department of Culture. As we have already mentioned, on September 4, 2017, Oksana Fedorova was appointed to the position of the Director of the Moscow Museum of Fashion. At the press conference devoted to her appointment, Head of Moscow Department of Culture, Minister of Government of Moscow Alexander Kibovsky and Oksana Fedorova named supporting young designers as one of priority goals of the Moscow Museum of Fashion. The presentation of young designers at Mercedes-Benz Fashion Week has become the starting point in the long-term development program of the project. Vladimir Philippov, Deputy Head of Moscow Department of Culture has attended the opening ceremony.