Lamoda Launches New Season of Lamoda TV

The new season of Lamoda's TV fashion show doubles views

Moscow: Lamoda, the leading online fashion & lifestyle destination in Russia and the CIS has launched its latest season of Lamoda TV online about fashion and style on the social network, “Vkontakte”.

New episodes of Lamoda TV will continue to be released once a month and will be available for viewing on, as well as via the Lamoda’s Vkontakte community. A total of 4 episodes are planned for the new season, and the creative agency, Davidson.Film continues to be responsible for production.

Lamoda TV will broadcast from a brand-new studio with Ida Galich as the host. The main topic of the new season will be the segment called, “Dress a star”, where completely different people from professional stylists to schoolteachers will choose several fashionable outfits for the star guest of the show. At the end of each episode, the star guest will have to leave the studio in one outfit chosen to be the best via an online audience vote. All viewers of will also be able to participate in the live competitions to get stylish gifts and presents from Lamoda.

The first episode of the new season of Lamoda TV aired on August 27, 2020 and was dedicated to returning to school. The guests of the episode were actress and young mother, Anna Khilkevich, head of educational projects at Vkontakte Alsu Garifullina and Nike coach, Elena Astakhova. The episode was watched by 2 times more viewers than the premiere episode last year, collecting 1.6 million views and 7,000 comments.

Yulia Nikitina, managing Director of marketing and product at Lamoda said, “We plan to continue developing our own live content to give customers more opportunities to engage and connect with Lamoda. We already have two successful formats — the monthly show Lamoda TV and the weekly broadcasts with stylists, “Lamoda on the couch”, which are increasingly popular with viewers. With live content, we give viewers the opportunity to really influence what happens in the live show and be an online screenwriter – and it’s a lot of fun.

Lamoda TV premiered on June 27, 2019. In the first season, there were six episodes with a total of 7.6 million views and over 56,000 comments.



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About Lamoda
Lamoda was established in 2011. Today Lamoda is the leading online platform for fashion and lifestyle in Russia and the CIS, listing more than 6 million products from 3,000 international and local fashion brands to over 3 million active customers. Lamoda proudly employs over 7,000 people in Moscow, Minsk, Kyiv and Almaty, as well as a cutting-edge automated fulfilment center in Bykovo, a technology hub, and 3 call-centers in Volgograd, Zhytomyr and Chernigiv. Lamoda’s delivery network is also one of the largest last-mile delivery services in Russia and CIS. Lamoda, is part of Global Fashion Group (GFG), the leading online fashion and lifestyle destination in growth markets.

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About Global Fashion Group 
Global Fashion Group (GFG) is the leading fashion and lifestyle retail destination in LatAm, CIS, ANZ and SEA. We connect over 10,000 global, local and own brands to a market of more than one billion consumers through four established e-commerce platforms: dafiti, lamoda, THE ICONIC and ZALORA. Through an inspiring and seamless customer experience enabled by our own technology ecosystem and operational infrastructure, we are dedicated to being the #1 fashion and lifestyle destination in our markets. With 17 offices and 10 fulfilment centres across four continents, GFG proudly employs a dynamic and diverse team with deep local knowledge and expertise. In 2019, GFG delivered over 34.6 million orders to 13.1 million Active Customers. (ISIN: LU2010095458.)