The second day of NewGen Lab focused on functionality in fashion, the development of young brands, and effective communication with the media. Participants had the opportunity to see new collections, engage in in-depth discussions, and gain practical insights for working in the industry.

The daytime program opened with a show by SCHOOLL OF ART X CRAFT, followed by collections from DIIEVA, MOGARDI, YANKOVSKA BRAND, and WILLNA throughout the day. Designers showcased their unique vision of contemporary fashion, combining aesthetics, innovative solutions, and deep meaning.

SCHOOLL OF ART X CRAFT

DIIEVA

MOGARDI

YANKOVSKA BRAND

WILLNA

One of the key events of the day was the panel discussion “Clothing with Function: A Modern and Relevant Direction in Ukrainian Fashion.” Moderated by Ukrainian Fashion Week CEO Iryna Danylevska, the discussion featured MAKI brand designer Makar Tsypan, medic Olha Svyst, and veterans of the Russo-Ukrainian war Mykhailo Bakaliuk and Artem Bondarev. The panelists explored the significance of functional clothing in today’s realities, its practical value for military personnel, medics, and those working in challenging conditions.

A special highlight of the second day was the announcement of the winner of the Kachorovska’s Emerging Brands Prize. The brand UPSLOWUSE was awarded 100,000 UAH for its development, which can be used for increasing production capacity, acquiring professional software, participating in international showrooms, educational programs, purchasing materials, digital marketing, and collection shoots.

The final event of the day was a Q&A session by PR and brand-building agency White Rabbit agency, focused on working with Ukrainian media and Telegram channels. Speaker Natali Chulovska, a communications specialist and author of the first Telegram channel about local brands, shared practical advice on how to effectively work with journalists, create strong news hooks, and build a brand image through media. The discussion was moderated by White Rabbit agency co-founders Varvara Zikran and Mariia Mokhova.

The second day of NewGen Lab emphasized the importance of a thoughtful approach to fashion, its social impact, and strategic communication—essential components for the success of emerging brands.

NewGen Lab’s partner is the RECONOMY program — an inclusive and ecological economic development initiative created by the Swedish International Development Cooperation Agency (Sida) and implemented by HELVETAS Swiss Intercooperation. The collaboration takes place within the project “Circular Business Models and Resource Efficiency for Competitiveness and Growth in the Textile and Sewing Sector in the Eastern Partnership Countries.”

NewGen Lab’s beauty partner is the Ukrainian professional nail cosmetics brand ADORE PROFESSIONAL.

The looks of the models on the NewGen Lab runway are created by students of the largest hairdressing academy in Eastern Europe, BLADE RUNNER.

Photo: Katia Hahasova