An interview with the Ukrainian brand Shevchenko.
Text by Brian James
Someone once described fashion as the most important of life’s least important things. For those designers and creatives intent on preserving a fashion industry amidst the rubble and ruins of war-torn Ukraine it would be understandable if the frivolities of fashion had been displaced by the demands of navigating that country’s ongoing tragedy. It’s testament to their characteristics of perseverance and resilience that the Ukrainian fashion industry is not only surviving but thriving.
One such brand that has displayed those qualities in abundance is Shevchenko whose combination of subtle sophistication and meticulous craftsmanship has taken their label from highly lauded domestic recognition to the global stage. Established by sisters Svitlana and Olena Shevchenko, their familial love of fashion had initially seen them exploring clothes construction as a hobby before aspiration and application combined to take that passion to the next level with founding their eponymous label in 2016.
With a brand DNA that’s committed to producing small, environmentally responsible batches of womenswear that minimize waste and are designed with luxurious longevity in mind, Shevchenko partners with local artisans and trusted Ukrainian producers who share their sustainable sensitivity. It’s an identity that places huge importance on those artisanal connections and the transparency of their supply chains.
Those supply chains were tested in ways few of us can imagine, when the city of Kharkiv , home to their production base, became one of the most shelled cities in the Ukraine. Having to relocate to a safer region in Western Ukraine, close their bricks-and-mortar stores, and re-establish a supply network fractured by the conflict, that ability to adapt so positively and pivot to overcome such unprecedented challenges attests to the sisters’ passion for their craft and their fortitude.
That fortitude was acknowledged and rewarded with Shevchenko being part of the “UA in UK” collective of Ukrainian designers who showed at London Fashion Week in September before an audience that was inspired by Svitlana and Olena’s beautiful designs and the story behind them.
Flanelle spoke to Svitlana and Olena about their creative process, the vision and values that underpin all they do and a journey that’s taken them from the frontlines of a conflict zone to the front rows of London Fashion Week.
For those who may be new to Shevchenko, how would you describe the brand’s design aesthetic and your vision and values?
Shevchenko’s core design philosophy revolves around quality, elegance, and a timeless aesthetic that defies fleeting trends. The brand believes in creating pieces that are stylish without being overly bright or ostentatious, focusing instead on subtle sophistication. Our garments are meant to be both comfortable and luxurious, ensuring that the wearer feels elevated yet at ease. The designs are meant to last not only in terms of quality but also in relevance—crafted with the future in mind so that they remain elegant for years to come.
Growing up, how important was fashion in your lives and what were your fashion influences and inspirations?
We were deeply interested in fashion design and clothing construction from childhood. Our mom studied clothing construction and design in university and created clothes at home. Our grandmother also always created and crafted some clothes and accessories. So we can say we absorbed fashion from childhood and always were surrounded by talented people and inspired by their work.
What was the catalyst that turned that love of fashion into the desire to start a brand and business?
In 2014 Olena quit her main job (not in fashion) and started sharing designs on Instagram, not with the intent to sell but simply to showcase her creations. The designs quickly garnered significant interest from friends and followers, leading to a demand for the garments. It was this enthusiasm that inspired us to open a workshop and take small, incremental steps toward turning their hobby into a fully-fledged business.
How do you apportion creative and business roles and responsibilities between you?
It’s a hard question to answer. We need to be both creative and practical. We are trying to complement each other in the creative aspect, Olena’s husband has also joined the brand’s team, taking on most of the business tasks.
Can you tell us about the biggest challenges you’ve faced in running the brand throughout the war and how you have adapted and pivoted to meet them?
Our first priority was ensuring the safety of our team. After that came a period of intense uncertainty lasting nearly a month, where it was difficult to see a path forward, as demand for clothing seemed nonexistent. However, once it became clear that Ukraine had mounted a strong defense, we started searching for ways to resume our work.
One of the most difficult tasks was arranging transport to move our inventory from our warehouse in Kharkiv, which was under constant artillery fire. After that, we had to re-establish relationships with our contractors. Many weren’t operating, so we essentially had to rebuild our workflows from scratch.
Being a family gave us resilience and determination. Our brand is intertwined with our lives, and that sense of purpose gave us a solid foundation for the rebuilding process.
Moving your production base from Kharkiv to a safer part of Ukraine must have been both emotionally and logistically difficult. How did you go about implementing such a major change?
We had no choice but to relocate to a safer area. We were fortunate to connect with a few people who remained in Kharkiv and took on the challenging task of transporting our inventory and essential items. Although logistics weren’t an obstacle in terms of coordination, the costs were extremely high due to the risks involved.
In our new city, Chernivtsi, we had friends who offered valuable support, helping us settle in and navigate the city. The local community was incredibly welcoming and helpful, which made the transition smoother. Even some of our clients from Chernivtsi reached out to assist us.
During the initial stages of the war, we had to close our physical stores and fully shift to e-commerce. Despite these challenges, the brand has shown resilience by embracing an online-focused model, which has since become our primary sales channel.
Few of us can imagine working under these tragic and dangerous conditions.What motivates you to continue to work under them and how do you hope your resilience inspires others?
Our brand is our passion—it’s like our child. Stopping wasn’t an option because this work is such a central part of our lives. We also felt immense support from our clients; their messages inspired us deeply and gave us strength to keep going.
We recognized that every business that keeps operating contributes to Ukraine’s economy through taxes, which helps our country endure and rebuild. It also provides a sense of stability, allowing people to stay here and continue the fight for our future.
Our story of two Ukrainian sisters building a successful business even during the war serves as an inspiration for many women. Shevchenko supports the idea that fashion can be a tool for self-expression and empowerment, and this ethos resonates deeply with our customer base.
Sustainability lies at the core of the Shevchenko identity. What sustainable practices do you follow and what steps do you take to monitor the integrity of your supply chains?
Sustainability is at the heart of the Shevchenko brand. We avoid overproduction, which means our shelves are often nearly empty during peak seasons, and many customers wait 2–3 weeks for their orders. While this approach might seem like we’re sacrificing potential revenue, we see it as a commitment to becoming a sustainable and unique brand. We focus on creating long-lasting pieces that our customers can enjoy for years, and we prioritize using natural materials.
When selecting partners, we prioritize their commitment to sustainability and a genuine spirit of partnership, with price being one of the last considerations. Most of our supply chain consists of long-term partners, so we have a solid understanding of their business practices and values
That’s aligned with a commitment to craftsmanship and the use of local artisans. How important to you is it to preserve these traditional skills and give those workers a platform to display their skills to the world?
These are challenging times, and we’re proud to have the opportunity to support local artisans. Ukraine is home to many highly skilled and educated craftspeople. Some of them are refugees who have had to leave their homes to seek safety, bringing their art and craftsmanship with them as a piece of their identity. Supporting these artisans not only preserves traditional skills but also gives them a platform to share their work with the world.
We loved the pieces you showed at London Fashion Week’s “UA in UK” event. What benefits does that global exposure have in showcasing the Ukrainian fashion industry and keeping the plight of Ukraine in the public eye?
It’s important for the world to see that Ukraine is more than just a conflict zone; we have so much creativity and talent to offer. This is a pivotal moment for us to reach new audiences who seek unique, high-quality fashion. Our goal is to establish a presence in Europe by providing an alternative to mass-produced fashion—one that values craftsmanship and individuality. Showcasing our work on an international stage not only promotes Ukrainian fashion but also keeps Ukraine’s story and resilience in the global consciousness
How do you want the woman who wears Shevchenko to feel about themselves and the world around them when they wear one of your designs?
The answer in is our mission – is to empower women through fashion by helping them feel their best every day, no matter the occasion. The brand seeks to unlock the power of women by designing garments that elevate confidence and bring out a sense of uniqueness. Whether it’s a casual day or a special occasion, Shevchenko believes that fashion should make women feel special, distinctive, and confident. The goal is to create timeless pieces that don’t just cater to fleeting trends but make every day feel like a special day. This mission to blend empowerment with elegance and comfort is the driving force behind every collection, ensuring that each piece not only looks beautiful but also instills a sense of confidence in the wearer.
As we approach the end of 2024, what are your goals and aspirations for 2025?
Our goal is to continue growing our customer base while maintaining the same commitment to quality and craftsmanship that has defined us from the start. They aim to expand into more international markets, open flagship store in Kyiv and find a partner store in London, and collaborate with designers who share our vision for timeless, elegant fashion.
Fashion can often exist in a hyperbolic habitat where irrelevant issues assume illogical levels of importance and minor disagreements become major conversations. The challenges faced by Svitlana and Olena Shevchenko, and their fellow Ukrainian designers , provides us with a reality check as to what constitutes real struggle and what demonstrates real resilience. An alternative reality not just to many of our fashion worlds , but also to the day-to-day worlds many of us are fortunate enough to inhabit.
Imbued with a slow-fashion aesthetic that manifests itself in fuss-free, fine- crafted pieces that meld elegance with ease, Shevchenko are a brand that’s not only empowering women through the beautiful clothing they make but are also inspiring all of us through the story behind those designs. Facing displacement and unimaginable distress they have not only navigated that conflict to grow their brand to a place where they’re making significant inroads into global markets, but are also using fashion’s platform to shine a light on the plight of Ukraine and ensure that it remains on our global consciousness.
Many thanks to Svitlana and Olena for speaking to Flanelle and to Aleksandra at Volkova Agency for all her help.
You can connect with the brand here https://shevchenko.fashion/en and on Instagram