Mon, Mar 31, 2014 - Page 12 News List

Strutting their stuff

From Euromaidan protests to staging catwalk shows in the midst of unrest, Kiev’s designers are doing what they can to stand up for their country and its burgeoning fashion industry

By Rosie Swash  /  The Guardian

A visitor poses for a picture in front of t-shirts with the words “Stop Putin” and “Glory for Ukraine” during the Ukrainian Fashion Week in Kiev on March 15.

Photo: AFP

Strutting down the catwalk en masse, the models almost resemble a row of marching soldiers. Then the camera cuts to a runway strewn with metal fencing, men and women ending their walks by throwing themselves to the floor as if they have been shot. The YouTube video, titled Ukrainian Fashion Against War, even shows the well-dressed fashion week attendees wearing jumpers bearing the words “Stop regime”. Clearly the militaristic overtones of Kiev’s annual fashion event aren’t a coincidence. This is Ukraine fashion week’s unified response to the political events of the country over the past six months.

That Ukraine fashion week — which culminated on 20 March with a closing party at Kiev’s Vogue Cafe — still went ahead under the looming shadow of Russian occupation came as a surprise to many. But from Kinshasa to Tehran, fashion often finds a way to shine through the cracks of political turmoil. In Ukraine, where a second fashion week begins today, the relationship between the fashion industry and the protesters is particularly close.

“Ukrainian designers are very courageous,” says Inga Vyshnevska, founder of Ukraine fashion week. “Most of them were actively taking part in the Maidan protests. They were producing bullet-proof vests and helping in the kitchens, bringing food, water and medication. Naturally, they were not able to forget these experiences when it came to their collections.”

“We would never stand aside because of the events happening in our country,” says Vyshnevska. “Ukrainian fashion designers, through a very difficult time, have managed to produce their autumn/winter 2014 collections. For them and for all representatives of fashion in this country, it was our duty to carry on.” Forty shows, 2,000 guests and 200 journalists later, the event can be classified as a success.

It’s a good sign for Daria Shapovalova, creative director of Kiev Fashion Days. The theme for the four-day event (which, according to Shapovalova, has a more international focus than UFW) is #fashionforpeace. Shapovalova sends over a bombastic press release: “Ukraine’s fashion activists have proved to the world that their work deserves acknowledgement and . . . Ukrainian brands are reliable fashion partners. This is the new face of Ukraine that Maidan has been fighting for. New fashionable European Ukraine here and now, which is going to emerge as a completely new European Ukraine.”


Her positivity is not without context. Last year Masha Tsukanova, editor-in-chief of Vogue Ukraine, told “About 15 years ago, after the fall of the Soviet Union, we started to have our first boutiques. Six years ago, we got our first luxury shopping street in Kiev. For the last five years, the market has been rapidly developing. New retailers are coming and brands have finally become interested in the country . . . I think it is a high time for us to come to the market.” The capital now has a well-known luxury fashion “concept store,” Atelier 1, which sells Comme des Garcons and Junya Watanabe, and Prada launched its first shop in the country in 2012. This market transition, from the local small-trade boutiques to international luxury brands, has been a great source of excitement for those within the Ukrainian fashion industry.

“It’s a country that really is just beginning its foray into fashion,” says Susie Lau, a fashion blogger who has previously profiled Ukrainian designers on her Style Bubble blog. “As such a young country, I like the way they’re approaching fashion in that they are in touch with their traditions — folkloric dress, national costume, etc — and that parlays into their work. They have a fresh view on fashion that isn’t yet saturated with trends dictated by the fashion capitals. It’s still very idiosyncratic.”

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