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? Tasha Labunska, designer and founder of MASHAT, shares the new concept of stability in a world of constant turbulence with our editorial team.

The full-scale war struck MASHAT in Toronto, with the brand operating in two countries: production in Ukraine and localization in Canada. At that time, our priorities shifted to support our Ukrainian team, local contractors, and artisans and provide assistance. The release of a new drop had to be put on hold indefinitely. The brand joined in volunteering efforts, helping Ukrainians forced to move to Canada to escape the war.

Once the initial shock from these events subsided, the core MASHAT team decided to return to Kyiv. It felt like the only right decision to come back home and support those who might have lost their jobs and bolster our economy, even on a micro-level. We restarted production, streamlined operations with contractors and suppliers, and activated the necessary processes for the brand’s full operation. North America remained the primary market for MASHAT, with pieces proudly labeled Made in Ukraine. That same year, the brand signed new contracts with conceptual stores, expanding its offline presence, notably in New York.

By Pride Month 2022, MASHAT finally succeeded in preparing and launching a line of custom-printed lingerie. Alongside the drop, a campaign titled “*Sensitive Content” was launched in protest against social media platforms’ removal of photos and videos about the war from news feeds. This initiative supported Ukraine’s Ministry of Digital Transformation in ensuring fair coverage within the media of the events happening in Ukraine. We directed a percentage of the revenue from this collection toward the needs of LGBTQI+ individuals who remained in dangerous territories.

MASHAT designs garments that aim to grant beauty and instill confidence and life vigor in people. Supporting the LGBTQI+ community remains a vital part of MASHAT’s mission. Ensuring equal rights for all people regardless of gender or sexual orientation holds special significance during war times, particularly for military personnel on the front lines. This year, MASHAT participated in a major Pride fundraising undertaken by Ukrainian queer organizations in support of defenders of Ukraine.

Winter 2023 posed a significant challenge for the brand due to power outages. However, even under such circumstances, work continued on the artisanal collection NOMADNE2S. Inspired by nomadic journeys and uniqueness, this collection also speaks deeply about our roots. The active work on the NOMADNE2S gave strength to the team during dark times.

The collection reflects the impact of war and its far-reaching, enduring consequences. NOMADNE2S draws attention to the global issue of forced migration as a result of military aggression. SS24 proved somewhat prophetic, conceived in the fall of 2021 and initially scheduled for release in 2022. So, coolheadedly, it can be said that the February invasion delayed the brand’s path by a year.

MASHAT was born in February 2020, just weeks before the onset of COVID-19. Even before the world could recover from the pandemic, our land faced a full-scale war. The irony of fate lies in the fact that during “peaceful and stable times,” MASHAT did not yet exist. Perhaps true resilience is demonstrated not in peaceful times but in moments of profound crisis. However, MASHAT is “about life” and “for life”; this core philosophy of the brand always inspires us to strive for more.

Vive la routine!