War has been raging in Ukraine for over three years now. Not exactly ideal conditions for giving free rein to creativity and creating inspiring designs. But the Ukrainian fashion scene is not standing still. Quite the contrary, as the experts report in the talk “Fashion despite war” as part of VIENNA FASHION WEEK.
According to Kateryna Kryvoviaziuk from ADVANTAGE AUSTRIA Kyiv, the Ukrainian fashion industry has reorganized itself under wartime conditions. Designers have adapted their production processes and are placing greater emphasis on traditional Ukrainian identity—as a sign of pride and resilience.
Some labels were even created after the war began. TAKAYAK founder Kateryna Yantukh explains that postponement is no longer an option. With international markets no longer available, many Ukrainians began buying more from domestic labels – a boost for national pride and the local fashion market. AMBITNA, founded by Svitlana Puhach, also started during this period and secured its production through distributed manufacturing facilities and materials from Italy and Ukraine.
Flexibility was crucial for DAR ANN STUDIO by Dariia Prok: market analysis, warehousing, and a focus on customer satisfaction kept the brand able to deliver. Today, she sells to Germany, Ukraine, and London.
GALAGAN also had to reorient itself. Despite logistical difficulties—even though postal services continued to function—it was able to continue its business. At the same time, it observed a change in consumer behavior: more and more Ukrainians are appreciating and supporting domestic brands. Even during the war, the first Ukrainian Fashion Week since the start of the war took place last year—a powerful symbol of resilience. The event set high standards and emphasized inclusion by welcoming people who had physically suffered from the war.
