The genetic code of Ukrainians: modern sound of traditional motives

Special project of SOVA jewelry house for Independence Day

What is laid in the genetic code of Ukrainians? How is it reflected in modern style and in the collections of Ukrainian brands? Using the example of the new SOVA KALYNA jewelry collection, we are talking about these issues together with ethnographer, influencer and fashion expert Leonid Martynchyk.

What is actual to wear for a modern Ukrainian?

I am asked about this very often, and over time I realized that the perfect formula is modern Ukrainian ethno style. Fashion and creativity are always a reflection of real state of society, its mood, taste, feelings and social problems. Our society is currently at war, its slogan is «We don't give up, we fight» and fashion reflects it. Ukrainians need to show their national identity, which can be done thanks to appearance, language, actions, traditions or authentic symbols.

That is why it is very important to study history and ethnography, so that later you can perfectly, logically and organically introduce this knowledge into what you do, including fashion field. Then people will say that the brand is not just from Ukraine, but also carries the nation's genetic code.

Famous Ukrainian designers and brands are known not only in Ukraine, but also abroad.

SOVA

FROLOV

LITKOVSKA

Ruslan Baginskiy

Collection

Continue reading on L`Officiel