Tatiana Efremova: Fashion Tech Saves Time for New Experiences

In early April, Minsk hosted the much-anticipated Belarus Fashion Week, where designer Tatiana Efremova, in collaboration with LG Electronics, presented her new collection. We had the opportunity to speak with her about the integration of technology in fashion, working during the pandemic, and the challenges of inclusion in Belarus.

Inclusion: Inside the Problem

Tatiana Efremova has long been an advocate for inclusion, a topic that became deeply personal when her fourth son was born with Down syndrome. This experience led her to explore how to socialize and adapt a special child in Belarus. She began to learn about social projects in the country and, after launching her first project aimed at drawing attention to inclusion issues, gave numerous interviews on the subject.

The Current State of Inclusive Education

When asked about the current state of inclusive education, Efremova acknowledged that there is still much work to be done. While there are organizations like the Belarusian Association of Assistance to Children and Young People with Disabilities working on these issues, there are still many limitations to overcome. Efremova praised the “Clear Language” program, which aids in communication, and shared her involvement in a special fashion show supported by the association. She also mentioned a show at Children’s Fashion Week where children with different abilities participated alongside students from the Kids’ PODIUM modeling school.

Challenges and Progress

Efremova highlighted the challenges faced by parents of children with special needs, particularly during the pandemic. She shared her personal struggle to find a defectologist for her son in Vitebsk and the difficulties posed by health issues. However, she also noted the progress made in Minsk, where studios, theaters, and dance clubs offer developmental classes for inclusive children. She expressed her satisfaction with the changing attitudes towards people with disabilities.

Fashion and Technology

Efremova sees technology as a means to promote sustainability in fashion, a cause she strongly supports. At her show during the twentieth Fashion Week in Minsk, supported by LG, she showcased the LG Styler, a home-based garment care system that uses steam to refresh, smooth, and disinfect clothes. She praised the technology for saving time and allowing for new experiences.

Efremova and LG Electronics collaborated on a stand and show at Belarus Fashion Week, presenting a collection made from natural fabrics under the T.Efremova brand. The show also featured LG’s garment care system, including the LG Styler, washing, and drying machines.

Technological Advancements in Fashion

Efremova has incorporated various tech fabrics in her collections, such as those with memory effects and other technical characteristics. She sees the rapid development of technology as an opportunity to create innovative and functional fashion.

Online Fashion Shows

While Efremova prefers the energy of live shows, she acknowledges the necessity of adapting to online formats, especially during the pandemic. She sees this as an intermediate step towards the future of fashion shows, where digital formats are becoming increasingly common.

Trends and Working During the Pandemic

Efremova touched on the trend of slow fashion, emphasizing conscious consumption and recycling. She also discussed the impact of the pandemic on her work, highlighting the need to adapt and evolve in response to global circumstances.

The LG Styler uses TrueSteam™ technology to generate steam, refreshing clothes, smoothing wrinkles, and eliminating viruses, microbes, and allergens. It can also be used on everyday items like bedding, backpacks, and soft toys. The LG Styler is designed to fit seamlessly into any interior and is an excellent tool for refreshing clothes and eliminating odors.