Behind the Scenes

Getting ready for the upcoming Ukrainian Fashion Week SS25, which will take place in Kyiv from September 1 to 4, the UFW team reached out to the participating brands with a question: How is your brand coping with the full-scale invasion? This time, Olena Delegan — designer of the DELEGAN brand of elegant womenswear, shares her reflections.

DELEGAN was founded in July 2022. At that time, all dreams seemed destroyed. But back then, we set the goal to revive faith in the future from the deepest corners of our hearts. Realizing that success is never permanent, the team focused on the “here and now,” leaving past strategies and beliefs behind. First of all, the relationships within the team changed noticeably: trust and support became principal because common hopes and values ​​were all we had to base our bold and decisive actions on.

DELEGAN production is located in Ukraine, so the manufacturing has undergone changes and complications since the start of the full-scale invasion. For example, the supply of materials from Europe, such as silk and cotton threads and accessories, remained impossible for a long time.

Another significant period was the massive blackouts across the country when we were once again convinced of the perseverance and resilience of Ukrainian women. Our artisans created embroideries by candlelight, with working power generators as the background noise and with all possible auxiliary devices at hand.

There were many such moments when, despite all the obstacles, one catches one’s breath, and the body works on the energy of the thirst for one’s victories. Looking back, I understand that moments like these add incentive not to stop and go for new achievements. And that is why an irreplaceable part of the DNA of the DELEGAN brand is the rich experience of Ukrainian artisans, who invest their souls into creations. Only then can the cultural heritage be restored, preserved, and enriched.

We honor tradition and seek out ancient techniques and materials, proudly integrating them into modern and timeless fashion. This year, for the first time, DELEGAN was presented in Paris, where we had the chance to introduce foreigners to Ukrainian modern culture and spread it around the world.

With faith in our hearts, we create a new reality and do everything possible to ensure that the riches of the past exist not only in photographs and museums but are a part of modern life.