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?  Viktor Anisimov, the designer of the VIKTORANISIMOV brand, shared thoughts on operating in the fashion industry during wartime.

Due to the war, many businesses had to halt operations or close down, leading to significant job losses and displacement for many Ukrainians. Initially, there was hope for a quick end, but as time passed, people began adjusting to the new reality of wartime. By May, businesses gradually resumed operations, including our production facility near Kyiv in Brovary. Despite the circumstances, we made every effort to keep the business running and provide employment opportunities for Ukrainians.

Unfortunately, we are still in circumstances beyond our control… There are still uncertainties about production and creativity… The war in Ukraine has affected everyone and everything. It’s hard to see the beauty when your country is constantly being bombed… It’s even harder to focus on making clothes when thousands of people are dying. Who needs fashion when people need food and water to survive? But something else immediately comes to mind: the only way to return to normal life is to continue working and doing what we know and what we can.

It was the fifth month of the war when we participated in the Ukrainian Fashion Now project, which the Ukrainian Fashion Week and Pitti Uomo organised together. Pitti Uomo is the most famous men’s clothing fair in Europe. Alongside my brand, ten other Ukrainian designers represented the country. Since the beginning of the war, it was our first opportunity to showcase our collections internationally, demonstrating to the world our creative power and courage.

The Russian invasion of Ukraine has led to the largest military mobilization in Europe since World War II, and it’s a surreal and devastating reality to grasp. The life of a nation consists of individual experiences. It was started by madmen, but now thousands are dying… All we can do is be sensitive, attentive, generous, and caring.

During the Pitti event, I had the chance to meet journalist Oliver Dahl, who praised Ukrainian fashion for its design, innovation, and commitment to sustainable fashion. I have thought about this for the past 25 years. Ukrainian fashion has gained well-deserved recognition all over the world. Many of our designers’ items are unique and innovative, which makes them popular worldwide.

In 2023, I decided to transition the brand towards using certified materials that are better for the environment. Our first collection featuring these materials was showcased at the Copenhagen Fashion Week SS24, and the autumn-winter 2025 collection was also presented in Copenhagen. This fall, we are pleased to return to our native Kyiv, where Ukrainian Fashion Week will take place for the first time since the beginning of the war.