Behind the Scenes

In preparation for the Ukrainian Fashion Week SS25 season, which will take place in Kyiv from September 1 to 4, the UFW team asked the participants the question: “How is your brand living in the times of a full-scale invasion?” How does a fashion business plan the future in reality when every “tomorrow” is in question? Ihor Sidletsky, a creative director and founder of the SIDLETSKIY brand, shares his thoughts with the editors.

On  February 24, 2022, the SIDLETSKIY team was in Kyiv, where we discussed the collection we were to present at Ukrainian Fashion Week in the Fall.

From the beginning of the invasion, the main goal was to preserve life, so we had to move to different parts of Ukraine and beyond. But within a few days, when the first shock subsided, we were determined to help our defenders by sewing clothes for them. It was not easy because of the lack of fabrics, but we united and overcame all difficulties.

So, the team created military uniforms and other things for four months! We sewed everything, from underwear to plate carriers and unloading vests. In time, the brand gradually returned to producing “usual” clothes. Despite difficulties with logistics and train cancellations, it was later possible to shoot the same collection that was scheduled to be shown on the eve of a full-scale invasion. Eventually, we moved production from Kyiv to Lviv to continue working in a safer environment than in the capital.

In August 2022, thanks to the Support Ukrainian Fashion initiative, the SIDLETSKIY brand participated in Budapest Fashion Week as part of the UFW International Season SS23. This opportunity allowed the brand to present the collection at a new level and enter the international arena, particularly by participating in Moldovan Brands Runway, Berlin Premium, and Budapest Central Europe Fashion Week.

The full-scale invasion influenced the brand, the clothes, and the meaning of all subsequent collections. Customer requests have also changed. The war impacted our work. The motifs embedded in the brand’s DNA, such as ethnic codes and manual ancient techniques, are now more relevant than ever. Preserving and spreading the heritage through complex silhouettes—all this describes the main vector of development for SIDLETSKIY.

Perdurance and unwavering belief in the future are essential to the brand in this difficult time. Today, we continue to bring creative ideas to life, work on new collections, develop the brand, and support the defense forces.