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? Anna Goncharova, founder and creative director of the Kyiv jewelry and perfumery brand TRIP:TYCH, talks about the activities.

At the beginning of the full-scale war, TRIP:TYCH already had the NENUPHAR line and careline, and was preparing to launch the TURRITELLA collection. We were located in Kyiv, so we had to take a pause, but of course, we supported our team. In March, we resumed work and continued moving towards our goals.

Inevitably, the new reality intervened in our plans, and some of the intended launches are still being finalized. We had to relocate, find other contractors, and rebuild our work processes, that was the hardest part. However, we felt a lot of support from our clients, and this warm feedback became our driving force.

Another point of focus for TRIP:TYCH has become a social activity, aimed at helping children. In May 2022, we released the charitable collection care line Damaged Beauty Limited Edition, which was damaged during the forced relocation, and donated part of the profits to the reconstruction of a school and a kindergarten in the village of Kachaly in the Borodianka district.

Together with Leilia Bakery and the “Mister Pillow” project by Dariia Bila, we raised funds for orphanages, and later raffled unique pendants with children’s drawings to support the LEVCHYK SPECTRUM HUB organization. In June 2024, we launched our own charitable foundation, JUST KIDS, which provides financial assistance for children, organizes events, creative sessions and educational activities with invited artists.

It is important to understand that the primary foundation of our brand is its philosophical, creative component. So, crises may affect the scale of our potential realization, but we know that one way or another, it will come to life.