Before the war broke out in February, Ukraine was known as a hotbed of creativity in fashion, art and design. Now its designers and artists are launching creative support initiatives with various websites that support Ukrainian brands. Earlier this month, Angel for Fashion was launched – a website with more than 30 Ukrainian fashion brands, ranging from Paskal decorations to Elena Burenina contemporary fashion. It was created by Jen Sidary, a former employee of Vivienne Westwood who went through the pandemic in Kyiv, and Ukrainian designer Alina Kachorovska. Outfit by Paskal, one of the Ukrainian brands appearing on the Angel for Fashion website. Photo: Paskal In a press release, Sidary said that Angel for Fashion “was created to mobilize the global fashion community and to ensure that Ukrainian fashion continues to thrive.” He added: “You support these companies with your purchase as the money goes directly to the brand.” This is followed by other online resources, including Spend With Ukraine, which connects Ukrainian-based companies in everything from digital fashion to blankets and electric bicycles, and the Ukrainian Emergency Arts Fund, which allows people to donate quarterly scholarships to artist support. The Bettter Community, created by former Vogue Ukraine fashion director Julie Pelipas, is a platform for those working in the industry to hire photographers, stylists, makeup artists and others based in the country. Spend With The founders of Ukraine, Yaroslav Azhnyuk and Andrey Klen, are clear about the power that comes from the Ukrainian market. “Armies win battles, but the economy wins wars,” says Klen. “Product groups in Ukraine continue to work while being bombed, displaced and pressured. Υποστήρι Supporting Ukrainian manufacturing companies is tantamount to supporting the economy that is approaching our victory.” Klen says the simplicity of the idea is essential. “The world media and influential people take this into account because the whole issue is very logical and reasonable – it is very easy to support Ukraine in your purchasing decisions.” Fashion designer Anna October makes slip dresses and knits in the style of the ’90s and appears at Spend With Ukraine. Agrees with Klen. “Almost everyone [Ukrainian brands] “They work now, so when you buy a dress for the date, you can support the brand’s teams and Ukraine,” he says. “Each brand makes donations for different needs to support the country.” For each Anna October discount, 30% is donated to the Children’s Emergency Fund. Anna October dress. Photo: Anna October These initiatives are primarily about helping creative Ukrainians in a way that supports existing industries and even provides some seeming regularity. “Product demand allows businesses to stay alive and contributes to a very important financial balance,” says Klen. “Life goes on – investments definitely help with that.” After leaving Vogue, Pelipas was in the middle of setting up a recycling company – then the war began. It launched its website to become a platform for young creatives in Ukraine. This was partly due to her experience traveling to Paris at the beginning of the war: “It was a very, very dramatic day for me because I saw this contrast between my worlds in Ukraine and, you know, the beautiful world of fashion.” The Bettter Community emerged in response to international colleagues asking how they could help. “This will make it easier for these children to be helped at all levels,” says Pelipas. “If they feel they have a job, they have a chance at their future.” Klen says maintaining interest in spending with Ukraine is key. “We are seeing some signs of increased demand and we sincerely want it to explode. That’s why it’s so important to get the word out. This program works and we will receive any assistance [we can get] to escalate it “.
