Ukraine’s cult designer channeling a new post-Soviet style

[“][P]rotest in the name of regeneration,” is the slogan for Yulia Yefimtchuk’s autumn/winter 2018 collection. The exciting Ukraine designer to know is politically inspired, reinterpreting the propaganda slogans of the USSR and giving them new meaning. The collection features silhouettes and patterns of the Soviet work uniform – regeneration of old things into a new uniform. Three main colors dominate: black, red, white; and also blue – color of harmony; and brown – color of stability.

“I was interested in fashion since my childhood,” Yefimtchuk tells Hunger. “I always knew that I would be a fashion designer and I confidently followed it. I studied in the institute, worked a lot, and made practice in Kyiv`s atelier. It was a strong desire, but I had no enough money, and I had to work hard, but at one moment I understood that I am ready to work for my own brand, I am thankful to my family they support me in a start.”

Yulia is part of Kiev’s underground fashion revolution at the moment; reflecting young creative minds trying to be free in a country still in crisis. There is a hopeful message behind each collection. “Protest is a hope for a change,” she stresses. “For very big changes that can further transform into a great and dynamic future, within which, everyone can embody ones internal content: to express one’s ideas and thoughts by the means of culture and other activity.”

“Female empowerment remains a strong theme in the work,” Yulia adds. “I produce using powerful female figures in my campaigns and lookbooks. However, I approach a universal sense with garments, not being based on the division of sexes leaving them open for all to wear.” For more information on Yulia Yefimtchuk’s brand check out her website here and Instagram @yuliayefimtchuk.