Ukrainian fashion brands explain what you can do to help right now

Ukrainian fashion brands explain what you can do to help right now

It has been three months since Russia invaded Ukraine, and the world has watched on in horror as innocent civilians have been directly impacted by the consequences of the deadly conflict.

As we watch on from afar, it can be difficult to know how to help. But, although we may feel helpless, there are plenty of ways that we can support the people and businesses of Ukraine.

Below, we share statements from Ukrainian fashion brands who have opened up about the best way for consumers to help support them right now. From donating to charities and voicing support to investing in Ukrainian fashion talent, here's how you can make a difference during these devastating times.

Gunia Project


"Any product produced and purchased in Ukraine is a direct support of the people, craftsmen and economy of Ukraine," explains Natasha Kamenska and Maria Gavryliuk, the founders of Gunia Project. "This is the easiest way for people to invest in Ukraine and get something back, so in our opinion, buying the items of Ukrainian brands and designers is a huge help."

"Ukrainian businesses are going through hard times, but they are fighting hard for their existence; the opportunity to save jobs and pay salaries to their employees; the opportunity to help Ukrainians and create products that will make their lives easier and fuller; the opportunity to help Ukraine's economy.

"Gunia Project is a brand of exceptional items and accessories with a focus on craft. All elements are designed by hand by Ukrainian artists and are completely individual. Even before the war, the deeper we delved into Ukrainian art, the more we understood the issue that many authentic techniques are on the verge of extinction, and some have lost their last masters due to unpopularity and unattractiveness from a commercial point of view.

"The desire to save and spread knowledge about the uniqueness of Ukrainian folk crafts, to make them relevant and interesting for the younger generation, led to the founding of Gunia Project. Inspiring and rethinking folk art, we create modern design objects, and we want to show that handicrafts can be relevant, and fairly paid, and the products can be fashionable.

"We ask the world fashion community to support our initiative and tell [the story of] Ukrainian artisans, history and culture, which is constantly evolving. We also want to emphasise that the war is not over yet and every donation can save someone's life."

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"TTSWTRS is one of many Ukrainian fashion labels that was previously operating within Ukraine - production, design and management included," says founder Anna Osmiekhina. "Now we must relocate if we’re going to stay in business. The best way for anyone to help us move to safer territories is to make purchases through our e-commerce site and then be patient with delivery times.

"Regarding the future of TTSWTRS, the question is not if but when the wheels will be turning again. Our courageous team is already going through the relocation process of moving to Poland and we all appreciate your support along the way."

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"It's been almost three months since Russia invaded Ukraine. Our lovely, beautiful homeland is on fire, so many cities are destroyed and some of them are occupied by Russian troops. But we believe in victory, we are strong and unbreakable, freedom is a part of our DNA.

"We've gained a huge support from our customers and friends all over the world. Sleeper raised more than $20,000 during the April charitable campaign for Ukrainian kids who are affected by the war and staying in the biggest children's hospital Ohmatdtyt in Kyiv. We're so grateful to all those warm-hearted people who bought our garments to help. You can continue donating directly to the hospital. Please see the information via this link.

"Ukrainian designers showed themselves as patriots; we became one united family. It's important for Ukrainian business to stay profitable, to pay taxes and support our economy. So, to answer the main question – how can you support? – please buy Ukrainian. And please donate to the local funds.

"Aid Legion provides help directly to the individual Ukrainian initiatives such as Gostomel Lyceum №1 restoration, which has been ruined by Russians. You also can donate to the Ukrainian Armed Forces with the Come Back Alive organisation or provide aid to the several projects of the Razom fund.

"And please don't get used to the information that comes from Ukraine. Let it into your hearts. Thank you for being supportive."

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Anna October


"Having been a part of the global fashion community for the last 10 years, I feel responsible for my colleagues and talents from Ukraine who are now fighting for their lives and for sustaining their brands," designer Anna October tells us. "I can’t save the world but I can support my community."

To keep the vibrant Ukrainian creative scene alive, October has joined forces with fashion journalist and creative director Julie Pelipas. Together, they have compiled profiles of designers and other creatives so the world can access their portfolios and contact information. The support needed for designers includes PR support, deadstock fabrics, digital marketing, and more. You can find out more about that here.

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Yuliya Magdych


"Buying Ukrainian pieces and products is the best way to support Ukrainian brands right now," says designer Yuliya Magdych. "As most of them have worldwide shipping, you can purchase almost anything made in Ukraine and receive it in your country. Even with some of the shipment problems in Ukraine right now, you can easily find Ukrainian pieces on platforms such as Farfetch.

"Receiving questions on how the fashion industry can support Ukraine, I often say that every bit of support means a lot to us, but the real one is always related to particular actions. And this is relevant to customers as well – you can show your support and help by choosing good and unique products of great quality from Ukrainian brands. And I believe it’s not a hard choice because a lot of Ukrainian brands are well-known and appreciated in the world. It’s not only a great financial help in the current situation but also the important support of Ukrainian culture."

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Designer Liliia Poustovit has created a special silk scarf, created to support the people of Ukraine, which features floral motifs and the immortal poetry of Lina Kostenko. The accessory symbolises the struggle and invincibility of Ukrainian people, and features the poems 'My first poem written in the trench', freedom-loving 'Wings', and 'All mine, all called Ukraine'.

"Rethinking cultural heritage has always been an important component of the Poustovit brand identity, and now its study is gaining new meaning for every Ukrainian," the brand explained. "Designer Liliia Pustovit is convinced that the rich past and the power of generations are an inexhaustible source of inspiration and a solid foundation for building a happy future."

30 per cent of each purchase will be donated to the Ukrainian Army and to humanitarian aid to help civilians in need. You can shop the scarf here.

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"I think the best way to support Ukrainian brands right now is simply to buy their products," designer Ksenia Schnaider tells us. "It seems to be very simple step, but very much needed now. Buy and wear Ukrainian-produced brands to show your solidarity."

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"As the Ukrainian fashion and e-commerce market is still up and coming, consumers from Europe and USA may experience some distrust when shopping from our young local brands," Olga and Helen Norba, co-founders of their eponymous label tell us. "However, the interest in Ukrainian culture, art, and identity is rising, so today we have an opportunity to manifest and show ourselves to the whole world. If you want to support us during these hard times, you can place an order on the brand's official webshop or buy a gift card for future shopping of the upcoming collections. The best gratitude for us is when people are wearing Norba, so we are more than happy to see every tag on social media."

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Santa Brands


"Since the beginning of the war all our plans have changed," Yana Stanislavska, the founder of partywear label Santa Brands tells us. "Just a couple of months ago, we were getting ready to launch a much bigger production, creating more jobs and making women all around the globe happier with our designs. Now, our team has relocated to Poland and we even managed to start our production from scratch, so that displaced Ukrainians would have jobs and our clients would receive their orders in time. The best way to support any creative is to promote their art – that’s why we actively encourage our muses to wear our pieces and spread the word about Santa Brands. Huge support also comes from orders and pre-orders: this way we see that people care, that so many different and majestic women are interested in what we do – and this means the world to us."

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"From the bottom of our hearts we ask you for your help and support. Join peace meetings and anti-Putin demonstrations – these are taking place in many cities all over the world. Voice out your support for Ukraine to be a part of the European Union and donate to the Ukrainian Army."

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"First and foremost, consumers can support Ukrainian brands by ordering from them. This money will support the Ukrainian economy; from raised revenue, we pay taxes, create new jobs and pay our employees. Some Ukrainian fashion brands work with funds and charity organisations that support our army and provide humanitarian help. Anoeses, for example, donates part of the profit to the IT Troops UA fund each month.

"Secondly, consumers can share information about Ukrainian fashion brands they love on social media or post a photo of the product. A simple Instagram story with a brand tag can help other consumers to get to know the company and support it.

"Thirdly, we think it’s more important than ever to check the company's country of origin and what they stand for. Don’t buy Russian brands – instead, support Ukrainian brands whose values and mission match yours."

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"We ask everyone to do anything they can in support of Ukraine," A Frolov spokesperson told us.

"The most powerful things to do would be: ban Russia and stop buying and supporting their products. Economic measures are the language everyone understands and feels. Instead, put your attention to Ukrainian brands that are doing their best right now to support their country and economy.

"Protest: offline or online. Show a clear position. The more people are aware of the war crimes committed in Ukraine, the sooner we will be able to defeat the aggressor.

"Donate. It is a very helpful mechanism to support Ukraine. Anyone can donate funds to a charity organisation that supports relief or supplies anything as aid (sports and tourist equipment, medicines and medical devices, housing and food supplies, baby care products, etc.).

"Educate yourselves on the history of Ukraine. This can help to understand why we're different and why what happens right now happens.

"Talk directly to the leaders of your countries, through media and socials. We need this help to stop the civilians from killing and being killed and our peaceful cities from bombing. Every action counts and makes a change right now!"

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"For the Aisenberg production, there could be no other solution than to continue working. It is our passion and none of the team can imagine their life without a factory, without a favourite job. Part of the marketing team is now outside of Odesa, but all of us continue to work remotely. I have to attend online conferences from time to time. Working hours at the factory have been reduced due to curfews; also, the team have to interrupt work during the day due to air raid alerts.

"Unfortunately, it is our reality now. Therefore, we continue to produce perfect jeans. The main task is to find new sales markets, stimulate purchases in neighbouring countries in various ways, increase awareness and expand the business. We are highly motivated and are working on it 24\7. We have such huge support from our colleagues and friends worldwide. This is so touching. We got attention. Moreover, we believe it is not just because of the war. We are incredibly hardworking and creative.

"For those who ask how to help Ukrainian designers and the industry right now, I will say: we need to be featured by the media, to have a chance to be acquainted with new customers. Also it is very important to be represented in international showrooms during buying season and trade fairs at very low (or even no) fee for this period of war. The collaborations with other brands could support us as well and give us more faith. Because when I see how strong the support is here in UK and other countries, and how many people have joined protests in support of Ukraine, it means the world to us."

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"At first there was fear, pain, loss, incomprehension. Through tears, fear and panic we pulled ourselves together and now our people, our army and our government are doing everything to make peace.

"On 24 February the Russian invasion brought our business to a standstill. Our small team is doing our best to save the lives of our employees and their families. Some of them are still in serious danger in Chernihiv and Boyarka, which are almost surrounded by Russian troops and now we are searching for solutions to save them.

"Our whole team is now spending all energy to help the Ukrainians and the army. But right now we need help. We ask all of you to support our team to withstand these dark times by purchasing an NCYZIP certificate. The money will be spent to support our employees. As soon as we find the possibility to restart our production, wherever it will be, we will convert the amount you send us into a gift certificate respectively.

"Now we've found our way to our warehouse, and we sell what we have in stock. We donate 20 per cent of the purchases to support Ukraine – our army, refugees, etc. We sell only via DM in IG for this moment."

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As consumers, our support means everything. Here, designers detail the best way to help