Creatives in Ukraine are trying to harness consumer power to keep the country’s economy afloat amid the Russian invasion.
Before the start of the war in February, Ukraine was known as a hotbed of creativity in fashion, art and design. Now its designers and artists are launching initiatives to support creatives with various websites supporting Ukrainian brands.
Earlier this month, Angel for Fashion launched – a website featuring more than 30 Ukrainian fashion brands ranging from the ruffles of Paskal to the modern tailoring of Elena Burenina. It was founded by Jen Sidary, a former collaborator of Vivienne Westwood who was spending the pandemic in Kyiv, and Ukrainian designer Alina Kachorovska.
Outfit from Paskal, one of the Ukrainian brands featured on the Angel for Fashion website. Photo: Pascal
In a press release, Sidary said Angel for Fashion “was formed to mobilize the global fashion community and ensure Ukrainian fashion continues to thrive.” She added, “You’re supporting these companies with your purchase as the money goes straight to the brand.”
This follows other online resources including Spend With Ukraine, which links to Ukraine-based companies in everything from digital fashion to blankets and electric bikes, and the Ukraine Emergency Art Fund, which allows people to apply for three-month grants in support donated by artists. Bettter Community, founded by Julie Pelipas, former fashion director of Vogue Ukraine, is a platform for industry insiders to hire photographers, stylists, makeup artists and other in-country residents.
Spend With Ukraine founders Yaroslav Azhnyuk and Andrey Klen understand the power that comes from buying Ukrainian. “Armies win battles, but business wins wars,” says Klen. “Product teams in Ukraine keep working while being shot at, pushed out and pressured… Supporting Ukrainian-made companies is tantamount to supporting the economy moving closer to our victory.”
Klen says the simplicity of the idea is essential. “Global media and influencers are taking notice because it’s very reasonable and logical – it’s easy to support Ukraine in your purchasing decisions.”
Fashion designer Anna October creates 90’s inspired slips and knitwear and is featured on Spend With Ukraine. She agrees with Klen. “Almost everything [Ukrainian brands] work now, so when you buy a dress for the date, you can support the brand teams and Ukraine,” she says. “Each brand donates to different needs to support the country.” From every Anna October sale, 30% is donated to the Children’s Emergency Fund.
Anna October dress. Photo: Anna October
These initiatives are primarily about helping Ukrainian creatives in a way that supports existing industries and even gives some semblance of normalcy. “Product demand keeps companies afloat and contributes to a very important financial balance,” says Klen. “Life goes on – investments definitely help.”
After leaving Vogue, Pelipas was in the process of setting up an upcycling company – then the war began. She flipped her website to become a platform for young creatives in Ukraine.
This was partly triggered by her experience when she traveled to Paris at the beginning of the war: “It was a very, very dramatic day for me because I witnessed this contrast between my world in Ukraine and the beautiful world of fashion.”
Bettter Community was created in response to their international peers asking how they could help. “That will make it easy to help these kids at every level,” says Pelipas. “If they feel like they have a job, they have a chance for their future.”
Klen says maintaining interest in spending on Ukraine is crucial. “We’re seeing some signs of increased demand and honestly we want it to explode. That’s why it’s so important to spread the word. This program works and we welcome any help [we can get] to scale it up.”
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