Word from the chief: Ukrainian fashion industry. Is it alive?
Every day in the world there are so many fashion events, that the popular (and not so) publications, bloggers, photographers don’t have enough time to monitor and publish all them. Look only on the anniversary Victoria’s Secret show, which has been discussing the month until the 10th of November, and will be continuing discussed one more month exactly. Fashion Week in Nigeria, in Almaty, charity events by Stella McCartney, Christmas collections of makeup brands, covers of all major magazines, film shooted by Angelina Jolie and its failure … and that’s just for the latest two weeks. And what about Ukraine? Why does native fashion industry keep silent?
According to many designers, fashion industry in Ukraine is simply absent. I don’t want to admit it, because our country is a relatively young and fashion, though it not so developed, but it definitely doesn’t stand still.
For a start it is worth recalling the international Fashion Week Mercedes-Benz Kiev Fashion Days, the founder of which is Daria Shapovalova. Thanks to this woman, Ukrainian fashion industry has become known to the whole world. Daria is an ambassador of Ukraine on Style.com, video director of French Nowfashion.com, creator of the FW-Daily, Dariasdiaries.com. Previously, the creator of the program “Fashion week with Daria Shapovalova”. Also writes for “The Business of fashion” and is included in the 500 most influential people in the fashion world. This is a small part of what has been done by Daria in her 28.
We also have the Ukrainian Fashion Week. If Mercedes-Benz Kiev Fashion Days – is an international event, UFW – local one. We have a lot of talented designers and models.
So why are we talking about the disastrous position of the industry?
In fact, the main problem of designers – is the inability to conduct business. The designer must deal exclusively with creativity: think about creating a collection, to be inspired and to work hard. There is a lack of quality management, because the collection is not sold or sold on the local market. Whom can we name worldknown designer? Among them are Yulia Yefimtchuk, Anton Belinskiy, Ksenia Schnaider, Anna K, DMDV, Pascal, Anna October, Yasya Minochkina. Their secret is a qualitative progress. Others don’t know their competitors, organize management by themselves, they don’t work at 100%. Everyone wants to be a fashion much more than earn credibility, fill cones, follow the difficult path and learn. Investors do not see enthusiasm, a reasonable approach and refuse to promote the brand. Of course, we have complicate situation – the economic crisis. The prices of production rise, respectively, rise prices for products, what make sales less successful. “Sometimes our designers are passive. They are not talking to the foreign press and don’t squeeze all they can squeeze” – summarized Daria Shapovalova.
Therefore, all people, who are not indifferent to the fashion industry, need to think about making their contribution to the development of Ukrainian fashion. Be in love with fashion, we need you.