Comment les designers ukrainiens s'inspirent-ils de la culture et des traditions alors qu'ils conquièrent le monde ?

Les designers se tournent de plus en plus vers leur propre patrimoine culturel, transformant les métiers traditionnels, les symboles et les codes historiques en solutions créatives contemporaines. Découvrez comment l'identité nationale façonne des styles uniques, inspire de nouvelles générations d'artistes et aide la culture ukrainienne à laisser sa marque sur la scène mondiale

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Ukrainian fashion has long ceased to be just a local phenomenon — today it is a globally recognized cultural code that combines centuries-old tradition and modern creativity. At the heart of this process are Ukrainian designers who draw inspiration from history, crafts, and national identity, transforming them into a fashion mission for a new generation. The material below is based solely on information from the article you asked to read.

How does history shape contemporary style?

After gaining independence in the 1990s, the Ukrainian fashion industry began to develop rapidly. The liberalization of the creative environment gave designers the freedom they lacked under Soviet restrictions. It was then that the style that is now considered “Ukrainian” was formed: bold, identity-based, and rooted in cultural heritage.

An important role belongs to Ukrainian Fashion Week (UFW), which since 1997 has become a platform for dozens of designers and brands. It has formed an environment in which traditions are not museum exhibits, but material for creative interpretations.

Traditional in Ukrainian fashion: main symbols and techniques

Ukrainian designers don't just use folklore — they reinterpret it and adapt it to the present day. The following elements are most often found in their work:

1. Embroidery — a symbol that has become a global trend

Ukrainian embroidery is one of the country's most important identifying codes. Designers draw on ornaments from different regions and techniques, making embroidery part of high fashion.

For example, the Vita Kin brand creates outfits inspired by traditional clothing: dresses, tunics, and shirts with rich embroidery and perforations. They have conquered not only the photo shoots of world magazines, but also the wardrobes of celebrities — from Dita Von Teese to Demi Moore. Vita Kin's collaboration with Gucci in 2022 is an example of how Ukrainian ornamentation is entering the world of fashion collaborations.

2. Classic cuts of folk costumes

Many designers use traditional designs for shirts, dresses, and headwear. This is not direct copying, but a reinterpretation of ancient forms that give modern clothing depth and uniqueness.

3. Folklore motifs as an element of brand DNA

For a number of Ukrainian brands, folklore is the basis of their identity. Some preserve traditions as authentically as possible, while others transform them into a modern, even provocative fashion language.

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Designers who are turning Ukrainian culture into a global trend

Ukrainian fashion has gone far beyond the national context thanks to designers who have skillfully combined tradition and modernity. Each of them tells their own story, but they all have one thing in common: a deep connection to their cultural heritage. Thanks to their work, Ukrainian style has become recognizable abroad and has gained the support of the international fashion industry.

Below is a detailed picture of how specific brands and artists are transforming Ukrainian culture into a global trend.

Vita Kin: from traditional costume to global phenomenon

Vita Kin is one of the most famous examples of how Ukrainian ethnic aesthetics can become part of global high fashion.

The brand specializes in dresses and shirts inspired by traditional clothing, but presents them in a modern and luxurious way.

It was Vita Kin that made ethnic embroidery recognizable among celebrities: Demi Moore, Dita Von Teese, and other global style icons have appeared in the brand's outfits.

The designer's collaboration with Gucci in 2022 was landmark: she interpreted ancient Carpathian ornaments specifically for a capsule collection. It was the moment when Ukrainian traditions took their place in ultra-premium fashion, cementing the status of Ukrainian ethno as a global cultural product.

Photo: Max Zeidentopf/ Vita Kin for Gucci, 2022

FROLOV: sexuality, freedom, and cultural code through provocation

The FROLOV brand, founded by Ivan Frolov, is the opposite of ethnic classics, but at the same time, it carries Ukrainian identity through emotions, symbols, and activism.

Its style is shaped by silk and mesh; corset constructions; crystal embroidery; and revealing silhouettes for self-expression and freedom.

Frolov became the first Ukrainian designer to collaborate with Swarovski, creating luxurious stage outfits. One of the most famous is a pink corset dress for Beyoncé.

FROLOV has also dressed Jennifer Lopez, Dua Lipa, and other global stars. His success demonstrates that Ukrainian culture can be not only about folklore, but also about courage, emotions, and a new aesthetic meaning that is also becoming part of the global fashion vocabulary.

Photo: Instagram @frolovheart / Singer @sabrinacarpenter wearing an outfit by FROLOV

Bevza: modern minimalism with a deep national meaning

The Bevza brand, founded in 2006 by Svitlana Bevza, is an example of how tradition can be quiet, refined, and modern.

Bevza draws inspiration from Ukrainian craftsmanship:

the knitwear patterns are created using traditional techniques, and the collection of jewelry in the shape of wheat ears and marigolds directly references Ukrainian symbols.

The brand has been participating in New York Fashion Week for seven years, which significantly strengthens the presence of Ukrainian fashion in the global context.

Bettter Upcycling Systems: upcycling as part of the Ukrainian cultural code

The Bettter brand, created by Yulia Pelipas, is based not on the direct use of folklore, but on the values inherent in traditional Ukrainian culture. These are care for resources, a craftsmanship approach, and respect for materials.

Bettter sews items exclusively from production leftovers, making the brand an example of conscious fashion. The philosophy of economical and rational use of fabrics echoes Ukrainian craft traditions, where nothing was wasted.

Thanks to its menswear-inspired style, the brand has become popular among global celebrities. For example, Kristen Stewart appeared in a Bettter suit at a movie premiere — another step towards integrating Ukrainian design into global fashion narratives.

Photo: @bettter.us / @taraswennen Kristen Stewart in a Better.us bodysuit

KSENIASCHNAIDER: Ukrainian craftsmanship through denim, patchwork, and upcycling

The KSENIASCHNAIDER brand is one of the most famous examples of Ukrainian sustainable design.

The brand's 2016 Demi-denims collection went viral on Instagram and turned the brand into a global phenomenon. Heidi Klum, Lady Gaga, Celine Dion, Dua Lipa, and Monica Bellucci have all been seen wearing KSENIASCHNAIDER.

The patchwork technique and working with waste echoes ancient Ukrainian craft practices: re-sewing clothes, reusing fabric, and combining scraps to create new items. This is how ethnic techniques become fashion trends.

Photo: kseniaschnaider.com/ KSENIASCHNAIDER SS24 at London Fashion Week

Anna October: femininity, ethics, and craft traditions

Anna October created her brand over ten years ago, focusing on:

ethical materials;

the use of illiquid assets;

handmade work;

bright and feminine silhouettes.

Her designs are sensual and modern, but with an attention to detail that is characteristic of the Ukrainian craftsmanship approach.

The designer's collections have been presented at international fashion weeks and are available in prestigious retailers around the world, demonstrating that Ukrainian sensuality and craftsmanship can be easily integrated into global fashion trends.

Photo: Getty Images/Hailey Bieber in a dress by Anna October

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How has the war strengthened the connection between fashion and culture?

Russia's full-scale invasion in 2022 was a serious test for the Ukrainian fashion industry. But at the same time, it made the sense of cultural roots even deeper.

Some designers were forced to relocate production or temporarily suspend operations.

Others redirected their resources to help the army — sewing uniforms, shoes, and tactical vests.

Brands used their platforms to tell the world about the war and Ukrainian identity.

Fashion shows in London and Paris became platforms for cultural diplomacy: designers walked out with the Ukrainian flag or UNITED24 symbols, calling for support for the country.

Photo: Elle/ Ksenia Schneider, Ivan Frolov, and Julie Pascal call for support for Ukraine at London Fashion Week

In this context, tradition became not just aesthetics — but a symbol of resilience, support, and national voice.

Ukrainian fashion is a combination of national memory, craftsmanship, and a modern vision. Designers draw inspiration from centuries-old traditions to create high fashion that is recognizable around the world. And even in the most difficult times, they continue to use culture as a resource for strength, creativity, and resilience.

We remind you! Ukraine is undergoing a moment of rethinking itself — a country that defends freedom while opening its culture, nature, and history to the world as a source of inspiration and strength. From art to sustainable tourism, every direction is becoming part of the global conversation about modern identity and development. Read more about how Ukraine is transforming its resources into a tool for revival and international recognition.

Main photo: Mason Pool/Beyoncé performs in Dubai wearing an outfit by Ukrainian designer Frolov.

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