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? Tamriko Keburia, the designer of Tamar Keburia, tells the editors about her own experiences and the path of the brand during the war.

Before the war began, Tamar Keburia was actively preparing for the new season. Two days before February 2022, the team was shooting the lookbook for the Fall-Winter collection, gearing up for a showcase in Paris. Despite all the concerns, no one believed the actual war was possible because it didn’t sound realistic. When it finally started, it was a big shock for everyone.

With the onset of the war, the lives of the team members changed drastically. In the first few months, there was hardly any work; everyone was worried about each other’s safety. Despite the difficulties, we managed to maintain cooperation with suppliers and contractors. The first six months were tough, but over time, we streamlined work processes – all thanks to the people, the team, and everyone who put their heart and soul into their work.

Often, the team has to work under challenging conditions, including air raid alarms and power outages. The brand suffered financial losses, but we have found ways to stabilize the situation. The war increased interest in Ukrainian brands, and the level of responsibility grew because we are now seen not just as a fashion brand but as representatives of the country, which is a significant honor and duty. The team is actively working on expanding the brand’s presence abroad. The key to the brand’s survival is adaptability, innovation, and the support of its team and customers.

The team does not stop; on the contrary, they work even harder to show the world that creative thinking thrives in Ukraine. Now, the brand produces more collections than before the war, continuing to grow and develop.

Entering the foreign market has become more difficult due to the war, but it has also sparked interest in Ukrainian brands. We managed to present our collections at London Fashion Week thanks to the support of Ukrainian Fashion Week. The war forced all brands to adapt their work processes, including organizing shoots despite power outages and ensuring quick access to bomb shelters.

The brand’s creative aspect has also evolved. The aesthetic, always so intellectual and monochrome, has become even more philosophical and meaningful. The new collections are conceptual and aim to raise awareness of relevant issues. For example, in the FW24 show during London Fashion Week, we raised the topic of refugee identity and my experience as a twice-displaced person. Mirrored suitcases were placed on the podiums, reminding the audience of the experience of Ukrainians who had to leave everything behind because of the war and fit their former lives into suitcases.

Despite all the difficulties, the brand’s team remains united and continues to work towards its goals. The management is confident Tamar Keburia will overcome all challenges, maintaining the signature creative approach and the artistic spark that inspires her to move forward.