On 20 February, Volkova PR & Fashion Agency, together with the UA in the UK community, held the seventh season of fashion show at Devonshire Square as part of London Fashion Week. The event brought together Ukrainian designers who continue to create and present their collections despite the war and the difficult conditions at home, including power cuts and heating disruptions. The runway featured both women’s and men’s collections defined by clean silhouettes, modern tailoring, and sustainable approaches and upcycling.
On 20 February, Devonshire Square gradually filled with guests. The space was already busy before the show began: fashion influencers, photographers, representatives of the creative industries and businesspeople from different countries — including New York and Tokyo — gathered to support Ukrainian brands.
The show opened with a minute of silence in honour of all Ukrainians who have lost their lives during the years of war. After this moment of stillness, the runway came to life.
“For the seventh time, Ukrainian brands are being presented in London during London Fashion Week, and it is very symbolic that seven brands are on the runway today. On the eve of the fourth anniversary of Russia’s full-scale invasion of Ukraine, we remind audiences about the war through culture, while also emphasising that Ukrainian brands need support — now more than ever, as they are forced to create in extremely difficult conditions, despite power outages, lack of heating and constant attacks. I am very proud of Ukrainian brands. I am proud that they continue to create regardless of what is happening in the country — fire, water, no light or heat — we still go on making fashion, promoting the Ukrainian world, and we will continue to do so,” shared Aleksandra Volkova, founder of Volkova Model Agency, Volkova PR & Fashion & Talent Agency London.
The organisers invited influencers from the Middle East, Ukraine and the United Kingdom to walk the runway alongside professional models, drawing further attention to the event and to Ukrainian designers.
“Among the models in this show was Aidan, a London-based influencer who actively supports our brands and has a strong understanding of fashion. It is important for us that people like him take part, because this opens up new opportunities for designers: through collaboration with influencers, Ukrainian brands gain wider visibility and can continue to grow, enter new platforms and perhaps appear in film and other international projects,” added Aleksandra Volkova.
This season featured seven brands: six womenswear labels — MORANDI, SELERA, Freya Vanadis, FÁBBY, Natti Nattu, NOVITSKA — and one menswear brand, ÁLTA MEN.
Morandi is a contemporary womenswear brand specialising in business and structured wardrobe pieces. It is built on precision, restraint and quiet confidence. Architectural tailoring and refined silhouettes shape an aesthetic in which every piece carries meaning and long-term value. The brand uses natural fabrics and thoughtful construction to create clothing that supports the body rather than reshaping it.
Selera is founded on the belief that fashion should reflect genuine values and a conscious way of life. The team creates garments from leftover fabrics and applies internationally recognised methodologies — LCA, EPD and IPCC — to track and verify its impact. The founder, Valeriia Semchuk, lives by the same principles embodied in her designs.
After the show, during the networking session, one of the invited models for the brand, Annet Varava — fashion model, Art Director of Nymphelin and founder of Maison Varava — shared her experience of walking the runway:
“I felt completely calm. Beyond walking the runway, my main goal was to unzip the skirt’s bottom so it could transform into a mini. The challenge was to concentrate on looking straight ahead while undoing it. But I think I managed.”
Freya Vanadis challenges modern fashion’s tendency to conceal femininity. “Our collections are created to highlight natural charm, reveal elegance and allow a woman’s inner light to shine. We do not conceal — we accentuate.”
Silk, cashmere, lace, natural feathers and Swarovski crystals serve the brand’s central idea: enhancing the natural beauty of the female form.
Fábby, founded in 2024 by designer Anastasiia Portna, has a DNA rooted in gothic-romantic aesthetics, sculptural silhouettes and timeless design. The Spring collection is inspired by the film Dracula (1992) — a story of eternal love in which passion transcends time. The imagined narrative unfolds within a French castle, with cold stone walls, dim halls and an emotional stillness.
Natti Nattu was founded in Kyiv in 2024 by Natalia and Kristina Fedyk. The brand works with Italian silk, French lace and impeccable tailoring, using exclusively premium natural fabrics designed to follow and enhance the body’s movement.
Novitska is a brand that embodies timeless classics and modern femininity through suits and dresses. The team supports sustainability and a rational approach to production. All collections are made to order using eco-friendly natural-fibre fabrics. The brand’s first campaign was shot by Stephan Lisowski and starred top model Kateryna Zub, who has worked with Chloe, Céline, Alexander McQueen, Jil Sander, Chanel and Dolce & Gabbana.
Álta Men is a menswear brand for men with a clear inner compass. It creates clothing beyond seasonal trends, focusing on fit, texture and inner confidence. The collection combines simplicity and classic style, designed for men who want to look confident without displaying. The show was opened by the popular influencer and blogger Aidan.
Asked about future plans, Aleksandra Volkova replied:
“We are planning the next show in September. God willing, we will make it,” she laughed.
Text and photos by: Adriana Martyniuk
Editor of the Ukrainian version: Anastasiia Zanuzdanova
Editor of the English version: Helen Lewis