Тренды весна-лето 2026: главные хиты по мнению байера ЦУМ

How do you know if something will be a hit this season? Why does one bag sell like hot cakes while another gathers dust on the shelves? And who really decides what you'll wear next season? Today, our guest is Marina Radenko, a leading buyer at TSUM, who has brought dozens of iconic brands to Russia over 18 years. We'll learn how to read trends like a pro, what fashion archetypes are, and which pieces are sure to explode in the upcoming spring/summer 2026 season. Learn to become a buyer in 5 months with the course: https://clck.ru/3SM4xU We'd like to thank VOVSUDA https://vovsuda.com/ for providing the location for the shoot. Timeline: 00:00 What's the video about 01:40 Hit or flop? Discussing 2026 Trends 10:26 How to Become a Fashion Buyer 11:58 Who is a Buyer? 13:40 On Bringing the First Brands to Russia. How It Was 17:07 “Buyers Have a Sense of Bestsellers” 17:47 On Meeting Diane Von Furstender 21:40 Spring-Summer 2026 Trends 25:13 Colors for Spring-Summer 2026 27:45 Spring-Summer 2026 Trends 28:34 How Buyers Determine Trends - Life Hacks 34:07 Which Trends Are Not Taking off in Russia? 36:55 Which Colors Are Not Buying in Russia 38:55 Fashion Archetypes - What Are They? 41:11 Exploring archetypes with an example 46:22 Why it's important for a brand to define an archetype 51:00 The main archetypes of the season 53:14 Fashion of the future - what will change 57:43 How neural networks are changing the buyer profession 1:00:49 Tips for those who want to become a buyer 1:05:47 What characterizes 2020s fashion Register for our broadcasts to receive additional materials: clck.ru/3QmdcT Learn more about our courses: clck.ru/3Qmddb Social media: *@fashionfactoryschool Telegram - https://t.me/+hqD9hh72WdE1MGUy VK - https://vk.com/fashionfactoryschool #fashionfactory #fashionfactoryschool Instagram - a product of the Meta company, which is recognized as an extremist organization whose activities are prohibited in the Russian Federation.