How it was: a report from a closed party Monki

While Moscow slowly “woke up” after the grueling May holidays, shook off the short-lived tanning spa and country dust, at the Atrium shopping mall in full swing prepared for the opening of the flagship store of the Swedish brand Monki, the younger brother of the mass-market giant H & M.

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It should be noted that this is not the first store of the brand in Russia – the Swedes have carried out quite an active expansion of their ironic youth brand into the regions (for example, Yaroslavl, St. Petersburg and Samara). The new concept-store, in fact, differs little from the size of its other two offices in the shopping center “HUDZON” and the shopping center “Vegas 2” (its flagship status is more likely due to its favorable location relative to the Garden Ring).


May 13 at 20-00 all invited to a special celebration on the occasion of the opening waited for champagne and sweet treats. Because of the colorful rails with the new summer collection, good-natured faces of amusing monsters-branded Monki characters, depicted on numerous golden balloons and plush pillows-looked here and there.

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To the special pleasure of the organizers, the press and friends of the brand gathered at the event tried to keep the announced dress code as much as possible: they got all the brightest and brightest from their cabinets. Glittering silvery skirts, tops with paillettes and the lips of all possible shades of red multiplied in the mirrors, turning the store into a dizzying fashionable kaleidoscope.

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Among the guests there was not a single “mass media” who was full of nausea, and in general, according to the sensations, someone older than 30 years old.

Alena Chandler and Alexei Kalabin

Alena Chandler and Alexei Kalabin

Dasha Kunilovskaya

Dasha Kunilovskaya

Dusia Yastrubitskaya

Dusia Yastrubitskaya

Olya Maksimova (DJ OMMA)

Olya Maksimova (DJ OMMA)

Olya Malysheva (Salatshop.ru)

Olya Malysheva

Olya the Word

Olya the Word

Elvira T

Elvira T

Surprisingly, until recently it seemed that such an outlandish picture for Moscow could be seen only at some presentation during the Fashion Week in London or in Tokyo’s Shibuya district. For this reason or not, the main guest of the opening was a London band with Japanese roots – Kero Kero Bonito, who already managed to win the love of fans of experimental electronic music in Europe and Asia. She also obviously liked Russian mods: the audience cheerfully danced under the flying golden rain from the foil and joyfully did the selfie singing the lines of the song: “I check that no one else is around, and I take a picture of myself …”

Kero Kero Bonito

Kero Kero Bonito

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Summing up, we can safely say that Moscow is getting younger by the eyes, it becomes more bold in terms of experiments with style , self-ironic and at the same time practical. After the nineties an entire generation grew up, grown on the experience of foreign bloggers and an accessible mass market. And the growing popularity of such brands as Monki in our market indicates that the Russian buyer is ready to grow and develop further

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