Ukrainian Fashion Week and white rabbit agency to Host Their Second Annual Business Conference for the Fashion Industry

On September 2, 2026, Ukrainian Fashion Week and white rabbit agency will return to TSUM Kyiv for the second edition of their annual business conference, a professional platform bringing together representatives of the fashion industry, business, media, and the creative sector. The theme of this year’s conference is “New Rules of the Game: Strategies for Resilience and Real Sales 2026/27.”

“We continue to create a space for meaningful professional dialogue within the Ukrainian fashion industry. Each year, we focus on the issues that matter most to the industry at that particular moment. Today, those are sustainable sales, adaptable business models, and the ability of brands not only to respond to change, but to continue growing through it. We want Ukrainian fashion brands to confidently shape their own future and contribute to building a resilient industry,” says Iryna Danylevska, Co-Founder and CEO of Ukrainian Fashion Week.

The conference is designed for fashion brand founders and teams, designers, CEOs, marketing and PR professionals, retailers, buyers, creative business representatives, media, and everyone involved in developing Ukrainian brands both locally and internationally.

“In 2026, it is especially important for brands to move the conversation beyond visibility, image, and international ambition, and focus on the actual mechanisms that allow a business to operate, sell, and grow. This conference is about practical solutions: how to engage the Ukrainian consumer, how to enter international markets with a realistic strategy, and how to turn communication into measurable business results,” say Maria Mokhova and Varvara Zikran, Co-Founders of white rabbit agency.

The conference programme will be structured around three key themes: sales in Ukraine, international expansion, and the connection between marketing, clienteling, and commercial performance.

The first panel, “Sales in Ukraine: Resilience and Local Loyalty,” will focus on the domestic market and the changing behaviour of Ukrainian consumers. Speakers will discuss what is currently delivering results in local retail, which product categories and sales formats remain effective, how customer motivation is evolving, and what drives purchasing decisions in an environment of continued economic uncertainty.

The second panel, “Global Markets: Strategies for Entry and Expansion,” will explore the international growth of Ukrainian fashion brands. The discussion will cover the key conditions for launching international sales, selecting markets that correspond to a brand’s product and production capacity, and working with showrooms, retail partners, and direct-to-consumer channels.

The third panel, “From Image to Sales: Turning Marketing and Clienteling into Results,” will examine how brands can build an integrated sales ecosystem in which marketing, PR, events, clienteling, and service work together rather than as separate functions. The discussion will focus on converting attention, media visibility, and emotional engagement with the customer into tangible commercial results.

MHP is supporting the “New Rules of the Game: Strategies for Resilience and Real Sales 2026/27” business conference. At a time when businesses and society are increasingly coming together to support Ukraine’s defenders, partnerships that create new opportunities for meaningful assistance are becoming especially important.

During one of the conference panels, an MHP representative will present a case study demonstrating how collaboration between a major business and a fashion brand can become the foundation for a charitable initiative. The project centres on a limited collection of embroidered keptars, with each purchased piece funding a body armour vest for a Ukrainian defender.

Further programme details, the full speaker line-up, and ticket information will be announced through the official channels of Ukrainian Fashion Week and white rabbit agency. Early Bird tickets are available until August 17.

Date: September 2, 2026
Location: TSUM Kyiv
Organisers: Ukrainian Fashion Week x white rabbit agency
Tickets