On February 17, the third joint show of Ukrainian fashion brands will take place at London Fashion Week – TAMAR KEBURIA, J’AMEMME, and GASANOVA will showcase their collections within the UFW International Season FW24-25.

For the third season, British Fashion Council and London Fashion Week support Ukrainian designers and Ukrainian Fashion Week. UFW Organizing Committee expresses deep gratitude to the British Fashion Council for the continuous support of Ukrainian designers at London Fashion Week amid challenging times in their homeland.

The joint show of Ukrainian designers at London Fashion Week is supported by the USAID Competitive Economy Programme in Ukraine.

The show of Ukrainian designers is taking place within the “Support Ukrainian Fashion” Initiative. This Initiative was launched by Ukrainian Fashion Week at the beginning of the full-scale Russian war when Ukrainian fashion brands lost the opportunity to showcase their collections in Ukraine. Today, the “Support Ukrainian Fashion” Initiative has become a symbol of solidarity and support for Ukrainian designers within the global fashion community during the challenging, for us in Ukraine, last seasons.

“I’m honoured to be a voice for Ukraine, sharing the stories of a nation and individuals affected by war in the past two years. Our FW24-25 collection, ‘Reflections,’ is my emotional journey—twice displaced by war, I bring a deep understanding of the refugee experience into each piece. Every garment tells a story of resilience, symbolizing diverse human experiences that bind us. This runway show is more than a display of fashion; it’s a powerful statement on the universal quest for empathy in a world grappling with strife.” – Tamar Keburia, Founder and Creative Director of TAMAR KEBURIA.

Despite the Russian war, Ukrainian fashion designers continue to create, showcasing the industry’s resilience, and Ukrainian Fashion Week continues to support them in the fourth International Season.

“In today’s reality in Ukraine, life is becoming difficult, including for creative people. Participation in the fashion week is our mouthpiece, our way of telling the world that Ukrainians, particularly Ukrainian women, will not be silently watching what is happening. “The Woman with Pepper” is the heroine of our collection, stronger than ever. She does not want to see pity for herself but is ready to receive support from the international community. And so is Ukraine.” – comments Elvira Damirova, Founder and Creative Director of GASANOVA.

Ukrainian fashion designers persist in their creativity. The creation of new collections is their resistance to the destruction force of the Russian war. Ukrainian brand J’AMEMME will introduce a collection that pays tribute to nature’s beauty, seamlessly blending art and environmental consciousness. Together, these narratives echo a united front within the diverse spectrum of Ukrainian fashion scene creativity to be showcased at the joint show.

“Our collection is a visual ode to nature’s beauty and diversity, embodied through the lens of art. It has become an expression of the special relationship between human creations and the environment. We portrayed it through colour contrasts and shapes inspired by the works of the Ukrainian illustrator Okhrim Sudomora, who drew inspiration for his work from the world of micelles. Using innovative pleating techniques allows us to create memorable architectural forms, reflecting a close connection between our garments and nature.” – Julie Yarmoliuk, Founder and Creative Director of J’AMEMME.

For the first time in the history of the global fashion industry, one Fashion Week takes place on the platforms of other Fashion Weeks. For the first time, designers create their collections from season to season amid explosions and the sounds of air raid alarms. The global aim of the “Support Ukrainian Fashion” Initiative is to give visibility to Ukrainian fashion brands on the international fashion scene. This visibility is crucial during the ongoing war, offering Ukrainian designers opportunities to secure orders on European and international markets and enabling them to continue their work and development amid challenging times in their homeland.