On September 2, the Ukrainian brand FROLOV, in collaboration with theater director Ivan Uryvskyi, presented a new interpretation of a Ukrainian folk tale. The event took place as part of the official UFW SS25 program with support from the general partner, Sense Bank.

The show was held at the Concert Hall and Glass Tower located at 41 Kyrylivska Street, one of the most significant cultural institutions in the capital. The venue was chosen for its symbolic significance, and it showcased a theatrical performance. Access to the venue was restricted, and filming was prohibited. The choice of location reflects FROLOV’s and Kyrylivska’s shared vision: despite challenges, it’s important to continue creating what resonates with one’s heart.

Ivan Frolov got the idea of creating this show after visiting Ivan Uryvskyi’s performances at the Ivan Franko Theater. There was a desire to create something to reflect the zeitgeist and give gratitude to Kyiv. The capital city sustained the team and continuous production during the difficult time of the full-scale invasion. The choice to stage the Ukrainian folk tale “Ivasyk-Telesyk” was determined by the desire to return to Ukrainian folklore to depict our present, where good wins, through a mystical story. To Ivan Frolov, this fairy tale has a special meaning. It was one of his childhood favorites. Moreover, his grandfather was a carpenter, so Ivan dedicated this show exhibition to him.

A new vision of the fairytale was conceived during walks around the chosen location for the show – the Glass Tower on Kyrylivska Street. “Even before the war, I dreamed of producing a show here. K41 is not only an ideal place for showcasing our idea but also a platform that can enhance it,” shared Ivan Frolov. “Kyrylivska has always provided each of us with a sense of anonymity, freedom, mutual respect – a place that will keep all your secrets.” The unique space inspired the symbolic division of the tale into four parts, each reflecting different phases of the main character’s life. Guests at the location adhered to all of the club’s rules: with stickers covering their phone cameras and seals with the symbol of the sector placed on their bodies, they gained access to the show. Near the front door, the actor Akmal Gurezov, playing the role of the Carpenter, was already sawing a tree with an electric saw. His small stage was raised on a crane between the entrance and the stairs to the hall, declaring that the fairy tale begins here and now. The stairs, immersed in blue neon, led the guests to enter the room. The space was filled with electronic music performed by Nastya Vaughan. A visual addition to the audio universe was an installation – a huge wooden branch located above the console. Suddenly, the music stopped. Cunningly and seductively, the evil character called the boy to “swim to the shore.” Then, suddenly, the walls began to move, creating a portal through which the guests entered the Glass Tower, where the main part of the show took place. The gentle sounds of the bandura instrument played by Taras Stolyar echoed around.

The air was filled with the scent of fresh wood named “Ivasyk,” specially developed for the show by the perfumers at Poetry Home. The regular seats were replaced with stumps of fallen trees gathered from sawmills, predominantly made of hornbeam and beech wood from forests where the brown viper lives, serving as one of the inspirations for the collection. This approach to the room’s decoration reflects a conscious consideration of each aspect and a respect for natural resources. The stumps will remain in the Glass Tower and will be repurposed for future projects.

The play begins with the birth of Ivasik, played by Vova Rancher. In the darkness, a carpenter’s planer breaks the silence as he crafts new life from a tree. In the second act, Ivasik meets Lebedka, played by Ksenia Bilyk, and they fall in love. Their passionate kiss disturbs the Snake, a symbol of temptation and trials, played by Solomiya Kyrylova. Ivasik leaves Lebedka for the Snake, who lures him with a “Take me, starry swans” song. This composition is inspired by the long-standing friendship between poet Oleh Knyazenko and composers Olena Solohub and Tetyana Loboda.

This scene symbolizes the conflict between security and the unknown, testing the main character’s duality. In the finale, the ghost of the Winch appears, symbolizing lost love. Ivasik confronts the Snake, who is overtaken by lust or death. “The uniqueness is that every viewer saw something different. No one at all saw the whole picture. Considering the complexity of the location, everything depended a lot on the spectator’s perspective. It’s been a mystery, even to us,” shared Ivan Uryvskyi, the director, about the show. 

Malvina Khachatryan, his wife and co-director of the play, became a guide to the world of fashion for the stage director.  This reimagined story becomes an allegory for modern life, full of trials, temptations, and self-exploration, where everyone seeks their own truth and meaning.

The collection features iconic corsets reinterpreted by the designer, as well as dresses with pleats that create a mirror effect. The design was inspired by the fittings and glass decoration of the Chateau Marmont hotel room in Los Angeles. These elements were created by artisans from Ivano-Frankivsk at the Polé Works development and design center, in collaboration with the TechnoK toy factory, using three coordinate CNC milling machines.

Another significant motif of the Spring 2025 collection is the snake print, inspired by the Ukrainian brown viper, which combines black, white, and blue. The collection also prominently features mallows as a symbol, appearing stitched on silk chiffon shawls resembling lace-trimmed towels. Each towel is hand-embroidered over a period of about 2.5 weeks. Natalka Soyko, the author of The Mallows, not only created the outline of the flowers but also designed the logo of a snake, a winch, a carpenter, and a bandurist, which are the main symbols of the line, hand-embellished with beads and Swarovski crystals. The brand also developed a new Cyrillic logo “Ф” resembling a snake crawling between two mallows, specifically for this line. Additionally, the collection includes geometric suits made with wide striped fabric.

The brand paid special attention to accessories and decorations, using tempered glass from a furnace in Lviv to create earrings, buttons, and pendants. The standout piece among the decorations is a necklace in the shape of swimming goggles, reflecting the designer’s love for the aesthetics of swimming. Lastly, the FROLOV collection includes men’s looks inspired by various ideas about Ivasik, marking the first time in a long while that the brand has included menswear.

Ukrainian Sense Bank became the show’s general partner. “FROLOV SPRING 2025 “IVASYK” SHOW is more than a fashion event. This is a powerful, modern view of a young Ukrainian artist who, already having recognition in the world, continues to create in Ukraine, manifest his identity, and form new, relevant meanings in such difficult times. For the state-owned Sense Bank, it is valuable to support bright representatives of culture because this is, first of all, an investment in our future,” stressed Olena Zubchenko, the deputy head of the Board of Sense Bank.

A new interpretation of the fairy tale “Ivasyk-Telesyk” was brought to life through a combination of fashion, theater, and music. The show’s sound design, created by composer Nastya Vaughan, featured a DJ set blending techno music with fairy tale recordings. Bandurist Taras Stolyar and vocalist Solomiya Kyrylova performed live. The models’ wigs, styled by Julia Stets, and their hair and makeup, done by Sasha Vetrova, drew inspiration from Ukrainian singer Raisa Kyrychenko. Cat-b handled the casting, and Kateryna Oleshko was in charge of production. The scenography and set design were developed by the Kyiv Architecture Bureau “FORMA” and the studio “u2203” from ∄. They also worked on lighting design, web elements, and event production. Multi-level action was broadcast live on cameras, creating a captivating and immersive experience for the viewers.

The collection will also be presented in New York on September 8.