Fashion despite the war – Ukrainian designers demonstrate strength and creativity

According to Kateryna Kryvovyaziuk from ADVANTAGE AUSTRIA Kyiv , the Ukrainian fashion industry has been rebuilt in the wake of the war. Designers have adapted their production processes and are paying more attention to traditional Ukrainian identity — as a symbol of pride and resilience.

Some brands were created even after the war began. TAKAYAK founder Kateryna Yantukh explains that there was no point in postponing activities any longer. As international markets became less accessible, many Ukrainians began to buy more from domestic brands, which became a boost for national pride and the development of the local fashion market. The AMBITNA brand, founded by Svitlana Pugach, also started during this period and ensured its production through distributed factories and materials from Italy and Ukraine.

Flexibility has been key for Daria Prok's DAR ANN STUDIO : market analysis, warehouse organization, and a focus on customer satisfaction have allowed the brand to remain viable. She currently sells her collections to Germany, Ukraine, and London.

GALAGAN was also forced to reorient itself. Despite logistical difficulties — even though postal services continued to operate — the brand was able to continue its activities. At the same time, there was a change in consumer behavior: more and more Ukrainians value and support domestic brands. Even during the war, last year the first Ukrainian Fashion Week since the beginning of the war took place — a powerful symbol of resilience. The event set high standards and emphasized inclusivity, inviting people who had been physically affected by the war.