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? We had the opportunity to speak with Yuliya Psaryova, the designer and founder of the APSARA brand, to learn about her experience.

February 2022 was a busy month for us. Before the full-scale invasion, we had ongoing PR campaigns and collaborations. Following our show at the latest UFW, APSARA was recognized by leading media as one of the top three brands of the season, leading to increased brand recognition.

People are our most cherished value and, at the same time, the greatest loss. We had many plans for collaborations and projects, but many were forced to leave. While some have since returned to Ukraine, the brand experienced a temporary pause due to stress and feelings of impracticality of the creative and fashion industry. We shifted our focus to weaving camouflage nets for the military. However, in the summer of 2022, we resumed and expanded our work, thanks to the support of our customers in Ukraine and abroad.

Despite the challenges, we have stayed true to our brand’s identity and expanded our line of basic items. We see growing opportunities for Ukrainian brands to enter foreign markets, which helps to showcase our local businesses internationally.

We are pleased to support charitable projects. We partnered with the KAPSULA store for a photo shoot to support women from Mariupol. Additionally, we took part in the charity screening of the UKRAINIAN FASHION FILM FESTIVAL in Cannes, a fundraising event for acquiring ambulance vehicles. In Bergen, APSARA participated in a charity fundraiser for the rehabilitation of the military, with support from Weave World and Shevkonord.

My team and I have come to understand the significance of hard work during challenging times. For us, inaction isn’t an option. We believe that staying committed to our goals and maintaining focus is crucial because progress is only possible through perseverance. Big journeys are made of small steps.