April 8, 2022
Six weeks have passed since the beginning of Russia’s invasion of Ukraine. The world is slowly discovering the brutality of the crimes committed in the Bucha region. The number of civilians massacred is still unknown, but both international pressure and interest in the city of Mariupol are mounting. Faced with brutality, Ukrainian resistance is also working beyond its borders, and support initiatives are multiplying, including in the fashion and luxury industries, which saw the gradual shutdown of their company on Russian soil and the launch of numerous donations and solidarity projects. In Paris, the latest initiatives were carried out by industry experts of Ukrainian origin.
“Fashion doesn’t matter, now we have to fight,” said Ukrainian designer Lilia Litkovskaya, founder of her eponymous brand, just a few weeks ago, coinciding with her participation at the festival. Tranoï trade market during Paris Fashion Week. As a regular fashion week, Lilia’s trip this year is quite different from her previous visits to the French capital. When war broke out on 24 February, the designer left her tailor shop in Kyiv and went to the Polish border with her two-and-a-half-year-old daughter. The 12-hour journey allows her to escape the horrors that exist, but it also means leaving some family members behind. Among them was her husband, who stayed in Ukraine to fight against the invasion of the Russian army.
Upon arriving in Paris, Lilia became an ambassador for design Ukraine to showcase the work of her other colleagues, spread awareness of the current situation in her country of origin, and gain support. in a fashion week set against the backdrop of the horrors of war. Lilia encouraged the industry to join her in the pro-Ukraine protests. Her stall at Tranoï does not display garments but instead a giant Ukrainian flag, yellow and blue flowers and numerous QR codes that provide access to information about several Ukrainian designers. and their works. Her initiative is part of the ArtCode.Ua project, which the designer launched in mid-February to promote local creativity. As of today, the platform has more than 10,000 followers on its Instagram profile and collaborates with 500 artists, sculptors, designers and creators from other fields.
As part of this project, the foundation will hold a temporary solidarity event in the French capital from Sunday, April 10 to Wednesday, April 13. A pop-up shop is located at 9 bis rue Geoffroy Marie, in the ‘9th arrondissement’, will feature Ukrainian fashion brands such as Litkovskaya herself, Bobkova, Katerina Kvit, Dzhus, Shur Shur, Ksenia Schnaider, Gudu and Nadya Dzyak, and jewelry brands Silver Stories and Chego Jewelry, among others. Open from 11am to 8pm, the ephemeral shop will donate 40% of its proceeds over four days to projects that support Ukraine. The organization explains of this collective initiative: “Faced with such heartbreaking moments, the Ukrainian people stand united and support each other.
Creating synergy as a form of resistance
“We are helping Ukrainian designers overcome many challenges and bring their products from their workshops all over Ukraine, some of them in war zones. We have assembled our teams in places. safe to continue work. This is how we help our country and our teams in these difficult times,” said Litkovskaya.
Following this idea of creating synergy, the past few days have also seen the birth of the Angel For Fashion project, a new e-commerce platform that supports Ukrainian fashion design and empowers the industry. Local industry maintains momentum, led by entrepreneur Jen Sidary. “Our goal is for people to shop knowing they’re supporting these companies, as the money goes directly to the brand and its creative staff,” the project’s founder said. sold clothes online from 30 different designers, including Frolov, said. Elena Burenina, Project Gunia and Valery Kovalska.
Designer Ksenia Schnaider, one of the project participants, told FashionNetwork.com about the industry’s role in this delicate situation. Founded in Kiev in 2011, her eponymous brand is known for its denim products and sustainability philosophy. “War is the time when all your fears come true at once and everything starts to come true. We all fear something: losing our jobs, being separated. away from our loved ones, to see our children die, of uncertainty, hunger, humiliation, and the harassment of the masses…”.
When the war began, like many women with children, the businesswoman had to leave her homeland. After traveling through three countries and staying in nine different places, Ksenia settled in Germany with her daughter. “I try to help my team, organize remote work and sales to keep my brand alive, and also volunteer to help other Ukrainian families. I’m in a safe place now, but my heart is in Ukraine, I can’t be okay while terrible things continue to happen there,” she concluded.
Another charity event will also take place on Thursday, April 14. Titled “Fashion Industry Trends in 2022-23”, a masterclass will be awarded. by Ukrainian fashion stylist Margarita Muradova, co-founder of the fashion industry. Modeisme education background and is known for her work over the past decade with fashion brands such as Chanel, Givenchy, Etam and Cartier. Developed in cooperation with the association Aide et Supporte, the event will donate the proceeds to the Armed Forces of Ukraine and the volunteer association Zgraya. Tickets were available for 100 euros per person.
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