iMall.eu presented new concept Russian fashion show and beauty pageant in London, attended by 1,200 guests featuring top celebrities and designers

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iMall.eu, an award winning fashion e-commerce community which brings European shopping to Russian speaking markets, presented the first Miss USSR UK Gala event, beauty pageant and fashion show mix in London. For the first time the stage of beauty pageant turned into fashion designer runway with contestants from 15 ex-soviet countries acting as models.

Bringing together the very heart of Russian speaking London, Miss USSR UK gala event featured official Miss title holders from ex-soviet countries and prominent Russian designers to celebrate the new generation of Russian fashion. This unique concept event presented by iMall.eu attracted significant attention from famous designers, models, media, and prominent public figures. The event was attended by 1200 guests, where the stage was beautified by models who have been recently crowned at Miss Supranational, Miss Exclusive of the World and Miss Earth among many other prestigious contests. Participating designers were Masha Tsigal, Alena Kochetkova (Garnet Heart), Veronika Olkhova (Alanra) and Maria Shatalova-Pogrebnyak (the wife of famous football player Pavel Pogrebnyak), who debuted her first ever jewelry collection.

At the end of the event judges’ panel, Arkady Novikov, Masha Tsigal, DJ Smash, Mira Anafina, Maria Pogrebnyak, Alena Kochetkova and Katsiaryna Buraya selected Miss USSR UK. The crown of 2013 went to Victoria Jeromina who was representing Latvia. Victoria was crowned by Katsiaryna Buraya, the holder of Miss Supranational 2012 title. The event was covered by dozen of international TV channels and magazines. Also one of the leading UK channels is filming a dedicated documentary about the event.

After the gala concert, the guests were invited to glamorous after party organized by Serg Ivo and Julia Boo Parties at famous Cirque du Soir, one of the most desired destinations of night life in Europe, with special guest Russia's No. 1 DJ Smash at the decks.

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iMall.eu is the first cross-border fashion e-commerce which brings European shopping to Russia and other emerging markets. Aggregating over 10 million products across major fashion designer web stores, iMall.eu offers seamless cross-border shipping, overbeating local competitors’ prices by 40% in average. The platform is powered by local fashion communities, prominent bloggers and trendsetters who guide their followers on the best style trends in the world. Users come to iMall.eu not only to shop but to discover their own creativity and share it with friends. iMall.eu’ official partner’s list includes Net-a-Porter, Harrods, Yoox Group, Bloomingdale, MrPorter, Browns Fashion among other 500 high end brands. iMall.eu is headquartered in London. Launched in November 2012, it currently operates in 12 countries. iMall.eu has been acknowledged in Top5 Best start-ups in Europe by TheEuropas awards.

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Mark Steinberg
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