Fashion russian Style: Dependence on China Instead of Development

Despite promises of “import substitution” after 2022, russia’s fashion industry has not managed to take advantage of the departure of international brands. Temporary sales growth quickly turned into a decline: in 2024–2025, the industry faced falling demand, shop closures, and rising costs.

Even big players are shutting down their businesses en masse. Incity and Deseo went bankrupt, the Just Clothes brand closed, and Gloria Jeans is closing shops, selling factories, and moving production abroad. Half of all retail outlets that closed in 2025 were clothing and footwear shops, mostly russian.

Instead of developing its own production, the market has been flooded with imported goods under new brand names. Clothing continues to be imported from China, Türkiye, and through buyers.

russia has also failed to create a full-fledged textile base: there are no modern factories, high-quality fabrics, or accessories, and even military uniforms are ordered from China. The Wildberries and Ozon marketplaces have only increased dependence on cheap Asian imports, crowding out local manufacturers.

Against the background of rising taxes and fines, businesses are losing profitability while consumers are losing purchasing power. As a result, russian fashion has proven incapable of existing without well-known international brands. It has exposed poverty, technological weakness, and the economy’s complete dependence on the outside world.