On September 2, 2026, the annual Ukrainian Fashion Week x white rabbit agency business conference “New Rules of the Game. Strategies for Resilience and Real Sales 2026/27” took place for the second time at TSUM Kyiv. The event was supported by TSUM Kyiv and MHP.

This year’s conference focused on the practical issues shaping the development of the fashion business today: changes in Ukrainian consumer behavior, working with the local market, international expansion, and the connection between marketing, customer experience, and commercial performance. Participants could join the event either offline or via livestream.

The program featured three panel discussions bringing together representatives of Ukrainian fashion brands, retail, marketing, and business.

Block 1. Sales in Ukraine

The panel discussion “How to Work with the Ukrainian Customer in 2026/27: From Emotional Purchase to Rational Choice” explored the transformation of the Ukrainian market and changing consumer behavior.

The discussion focused on shifts in purchasing motivations driven by the war and economic uncertainty, product categories and formats that are currently performing in retail, the role of physical stores, and ways to adapt products and communication to meet new customer expectations.

Moderator:

Iryna Danylevska — Co-Founder of Ukrainian Fashion Week.

Speakers:

Oksana Shevchenko — Manager of Collaboration with Ukrainian Designers, TSUM Kyiv;

Mila Mahdii — Creative Director and Founder of PERSONALITY;

Natalka Kinzierska — Head of Wholesale, Kachorovska.

Block 2. Global Markets

The second panel, “International Expansion Without Illusions. How to Find Your Market and Establish a Presence Through Showrooms, Retail, and Direct-to-Consumer Sales,” focused on the international development of Ukrainian fashion brands.

The participants discussed when a brand is ready to enter international markets, how to select a market based on the product, positioning, and production capabilities, how working through showrooms, retail partners, and proprietary DTC channels differs, and how to turn initial international sales into a long-term market presence.

Moderator:

Maria Mokhova — Co-Founder of white rabbit agency.

Speakers:

Viktoriia Semerei — Partner, Sales Director at Ruslan Baginskiy;

Yelyzaveta Polych — Representative of FROLOV.

Block 3. From Image to Sales

The final panel, “When Image Drives Sales: How to Connect Communication with Commercial Results,” focused on building an integrated system in which marketing, PR, events, clienteling, and service work toward a shared business objective.

The participants discussed the customer journey from the first point of contact with a brand to purchase, the role of PR, social media, influencers, events, and communities in generating demand, retaining existing customers and driving repeat purchases, as well as how to evaluate communication effectiveness not only through reach, but also through sales, leads, and the quality of the customer base.

As part of the third block, Pavlo Moroz presented an MHP case study demonstrating how a partnership between a large business and a fashion brand can become the foundation for a charitable initiative. The project involved a limited collection of embroidered keptars, with each purchased item converted into a bulletproof vest for a Ukrainian defender — an example of how a commercial product can simultaneously contribute to a social cause.

Moderator:

Varvara Zikran — Co-Founder of white rabbit agency.Speakers:

Kostiantyn Putylenko — Marketing Director, TSUM Kyiv;

Pavlo Moroz — Director of Corporate Social Responsibility, MHP;

Yana Merkotan — Marketing Expert and author of the Telegram channel about marketing and fashion, “Syni Romashky” (“Blue Daisies”).

Beyond the main program, the conference also provided a space for professional networking and informal communication among participants. Catering for the event was provided by Milk Bar, Akva Myrhorod took care of guests’ hydration, while cocktails were served by CLAVE — a new venue at Premier Palace.

For the second time, the Ukrainian Fashion Week x white rabbit agency Business Conference brought together fashion industry professionals for a practical discussion on how Ukrainian fashion businesses can operate, sell, and grow amid constant change — both in local and international markets.

A recording of the conference will soon be available for purchase online. Details on access will be published on the official Ukrainian Fashion Week and white rabbit agency channels.