Sergio Puig

Magazine / Fashion

Fashion

Sergio Puig

Sergio Puig about Mediterranean Fashion Week, global fashion industry trends, and the LI LAB show in Valencia

In early February, a truly iconic and grand event took place in the beautiful city of Valencia, Spain – Mediterranean Fashion Week.

The event had an international scale and opened new opportunities for residents from other countries. It marks an important stage in the development of the global fashion industry, cultural exchange, and professional skills.

With special pride and excitement, the Russian Federation was represented by the women’s designer brand LI LAB, founded by Ivetta Makarova in Moscow, which has won the hearts of fashionistas around the world.

For the first time, the brand’s collection was showcased on the Mediterranean Fashion Week runway—LI LAB SS’25 “Dynasty of the Rose”…

This collection is a symphony of strength and refinement, inspired by the historical grandeur and timeless beauty of the rose. The SS’25 season refers to an era where nobility and boldness were intertwined with elegance and majesty.

The rose, as the central symbol of the collection, embodies both fragility and resilience, grace and courage. It becomes a metaphor for the modern woman, expressing her individuality by merging inner and outer strength.

“Dynasty of the Rose” is dedicated to a woman who strives to be strong and brave, without losing her refined nature. The armor of the past is reinterpreted in fashionable silhouettes, giving the looks a sense of protection and unwavering confidence.

LI LAB SS’25 is a celebration of femininity, capable of conquering hearts and remaining an eternal source of inspiration.

Undoubtedly, the collection was met with applause and received recognition from international fashion experts and art enthusiasts.

The editorial team of “WOSK1147” invited a true industry expert for an exclusive interview – the director of Mediterranean Fashion Week and president of the Culture and Fashion Association of Valencia “Acumova,” Sergio Puig.

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- Hello, Mr. Sergio, please tell us, how did your path in the fashion world begin? Was it a conscious choice or was it just a matter of circumstances?

- My journey in the fashion world started almost organically. I’ve always been fascinated by art, culture, and how fashion is a reflection of society. It wasn’t necessarily a conscious choice at the beginning, but rather a series of circumstances that led me to where I am today. I started working closely with designers, institutions, and cultural projects in Valencia, and over time, I recognized the immense potential to merge my passion for creativity and business into a role that would allow me to foster and promote local talent on a global stage. Mediterránea Fashion Week Valencia and my role with ACUMOVA grew from this vision of celebrating the rich cultural heritage of the Mediterranean while fostering innovation and sustainability in the fashion industry.

- You are the director of Mediterranean Fashion Week and president of the Asociación para la Cultura y la Moda Valenciana. What mission do you see in your work, and how has it evolved over the years?

- The mission behind both roles is to empower and elevate the local fashion industry and culture by creating platforms for emerging talent and showcasing the diversity and creativity of the Mediterranean. I’ve always believed in fashion as a vehicle for cultural exchange and sustainability, and through Mediterranean Fashion Week, I aim to not only promote designers but also to transform Valencia into an international fashion hub. Over the years, our mission has evolved as we’ve seen the increasing importance of sustainable fashion, digital transformation, and the globalization of fashion trends. Initially, our focus was more on local recognition, but now, we are striving to integrate global networks and create partnerships with international platforms and institutions. Our commitment is not just about showcasing fashion; it’s about building a sustainable and inclusive future for the fashion industry.

- What have been the key transformations in the global fashion industry over the last 5 years?

What opportunities have emerged for designers and the fashion industry?

- The fashion industry has undergone significant changes in the last five years, and some of the key transformations have been: Digitalization: The shift to digital platforms, especially due to the pandemic, has accelerated the way fashion is showcased and sold. Virtual fashion shows, digital marketing, and e-commerce have opened up new opportunities for designers to reach global audiences without the traditional barriers of physical fashion shows. Sustainability: The demand for sustainable and ethical fashion has grown exponentially. Designers are now incorporating eco-friendly practices, using recycled materials, and addressing the environmental impact of fashion production. This is an exciting area of growth, as consumers and brands alike seek more conscious choices. Inclusivity and Diversity: The push for inclusivity, not just in size but in terms of race, gender, and culture, has become a central theme. Designers are now creating collections for a more diverse range of consumers, and there is a significant shift towards more inclusive runway shows. For designers, this has created incredible opportunities to diﬀerentiate themselves in the market. There is space for innovative designers to experiment with new materials, new digital tools, and reach consumers through personalized, direct-to-consumer models. The rise of sustainable fashion also oﬀers a platform for designers committed to creating with purpose and responsibility.

- How do you think Russian designers can contribute to the development of the global fashion industry? And how can this contribution influence the recognition trends of Russian designers in the global market?

- I think it has huge potential for international recognition. At the BRICS+ Fashion Summit I was able to share a roundtable with Ksenia Podvalnaya, being able to discover her brand Alelier Biser. From my point of view, in addition to bringing a lot of luxury and elegance to the sector, they fuse fashion and art in unique pieces which I would love to have at the next edition of Mediterranea Fashion Week. I see that many Russian designers have enormous potential to enter the world stage, provided they continue to build their international presence, adopt digital tools and foster strategic partnerships to bring their collections to a wider audience.

- What, in your opinion, distinguishes fashion in Russia? What are the strengths of Russian designers and brands that make them unique?

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- Fashion in Russia is truly unique because it is deeply rooted in the country's rich history and cultural traditions, yet it constantly evolves to reflect modern trends. Russian fashion has always had a strong connection to its historical narratives, whether through references to the Tsarist era, traditional embroidery, or the opulence of Russian aristocracy. This deeply ingrained historical context is something that often sets Russian fashion apart. One of the greatest strengths of Russian designers is their ability to balance tradition with innovation. Many Russian designers incorporate luxurious textiles and intricate craftsmanship, elements that showcase their exceptional knowledge of artisanal techniques. Additionally, the contemporary Russian fashion scene has begun to embrace sustainability more aggressively, with designers using eco-friendly materials and focusing on ethical production. This focus on responsible fashion makes Russian fashion particularly distinctive in today's global industry.

- You were introduced to Russian brand LI LAB, which presented its new SS’25 collection “Dynasty of the Rose” at Mediterranean Fashion Week. What are your impressions? What key elements of the brand’s DNA resonate with you?

- I was deeply impressed by LI LAB and its SS’25 collection, “Dynasty of the Rose.” The collection beautifully blends luxury and sustainability, with an innovative approach to materials and design. The brand has a strong, clear identity rooted in bold artistic expression, with a focus on couture craftsmanship and delicate detailing. What resonates with me most is the way LI LAB perfectly balances timeless elegance with contemporary sensibility, creating pieces that feel classic and modern at the same time. The use of floral motifs and intricate designs that speak to the beauty of nature also highlights the brand’s commitment to sustainability. Their ability to fuse artistic vision with practical, high-quality fashion truly sets them apart. It is a perfect example of how designers from diﬀerent cultures can cross borders without losing the essence of craftsmanship. All this, added to the youth and human quality of its team, makes it a brand to be reckoned with.

- Do you think LI LAB has the potential to enter the Spanish and European markets?

- Absolutely. LI LAB has a clear artistic vision and a unique, sophisticated aesthetic that can resonate well with the Spanish and European markets. The European fashion scene appreciates craftsmanship, timeless beauty, and sustainability, all of which are elements LI LAB brings to the table. Their ability to merge traditional techniques with modern design would definitely attract consumers who value exclusive, high-quality pieces. Furthermore, Spain and many European countries are seeing a growing demand for brands that embrace sustainability and eco-conscious practices. LI LAB's commitment to sustainability aligns well with current consumer values in these markets. With the right marketing strategy and collaboration with local influencers and retailers, I believe LI LAB could gain a significant following and establish a presence in Europe.

- What trends do you foresee in the fashion industry in the next 3-5 years? What will define consumer style and behavior?

- The next few years in fashion will be defined by a few key trends: Sustainability: The demand for eco-friendly and ethically produced fashion will only continue to grow. Consumers will increasingly look for brands that prioritize sustainability, whether through materials, production processes, or recycling eﬀorts. Fashion brands will need to develop innovative ways to be more environmentally responsible. Tech-Infused Fashion: The intersection of fashion and technology will continue to grow, particularly in areas such as wearable tech, 3D printing, and virtual fashion. We’re already seeing more digitally rendered clothing and NFT-based fashion, and in the next 3-5 years, this will likely become more mainstream. Inclusivity: Fashion will continue to embrace a more inclusive and diverse vision, where size, gender, and age are no longer barriers to self-expression. Consumers will want to see themselves reflected in fashion collections, and brands that prioritize diversity will thrive. Customization: Consumers are increasingly looking for products that are unique to them. We’ll see more brands oﬀering customization options—whether that’s in the form of bespoke pieces, tailored fits, or personalized products. In terms of consumer behavior, we will see an even greater emphasis on digital interaction, from online shopping to virtual try-ons. Consumers will expect seamless experiences across digital and physical spaces.

- What role will AI technology and sustainability play in the future of fashion? What innovations are you particularly inspired by?

- AI technology will play an enormous role in the future of fashion, particularly in areas like design, supply chain management, and consumer experience. AI can help brands create more eﬃcient production methods, reduce waste, and predict trends with higher accuracy. Additionally, it can assist in personalizing shopping experiences and improving customer service. On the sustainability front, technology will allow fashion brands to develop new materials, reduce waste, and implement circular economy models. AI-driven systems can optimize fabric sourcing, predict demand to reduce overproduction, and even help identify sustainable alternatives to harmful materials. One of the innovations that I am particularly inspired by is the use of AI to help optimize fabric development and create more sustainable, eco-friendly textiles. Companies are now using AI to create bio-fabrics and explore recycled materials, which could drastically reduce fashion’s environmental impact in the near future.

- What is your personal view on the balance between the commercial success of brands and their artistic, conceptual value?

- I believe it’s possible to strike a balance between commercial success and artistic integrity—and this balance is crucial for longevity in the fashion industry. While commercial success is important to ensure a brand’s sustainability, it’s also crucial for designers to stay true to their creative vision. I’ve seen many brands that have compromised their artistic essence in pursuit of commercial gain, and it ultimately hurts their identity. At the same time, if a brand has a strong concept and creates meaningful, impactful collections, it will resonate with consumers. This is why storytelling, authenticity, and innovation are so important. The most successful brands are those that can remain innovative and true to their DNA while meeting consumer demand in a way that doesn’t compromise their artistic and conceptual values.

- In March 2025, the new season of Moscow Fashion Week will be held. What do you expect from this event? Do you have any particular hopes for the upcoming shows?

- I am very excited about the upcoming Moscow Fashion Week in March 2025. This event has always been an important platform to showcase Russian talent and oﬀer a unique perspective on global fashion trends. I hope to see a strong focus on sustainability, innovative designs and new talents. I am also returning to Moscow again, a city that I fell in love with for both its architectural richness and its friendliness. This time I will be joined by the Valencian brand Miguel LLopis Atelier which I am sure will put on a great presentation of its new collection. One thing I am particularly looking forward to is seeing how digital tools and technology are integrated into the shows, whether through virtual shows, AI-driven designs or the use of augmented reality to engage the public in new ways.

Above all, I hope the event continues to celebrate diversity, embrace innovation, and create collaborative opportunities for designers to connect with global audiences.

- If you had the chance to give one key piece of advice to young designers just starting out, what would it be?

- My advice would be: stay true to your vision, but be adaptable. The fashion industry is constantly evolving, and while it’s important to have a strong artistic point of view, it’s equally important to be flexible and open to learning new ways to create and connect with your audience. Don’t be afraid to experiment with new technologies and sustainable practices. Ultimately, the most successful designers are those who can combine creativity with practicality and build relationships with consumers that go beyond the product.