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Fashion event boosts Ukraine’s nascent fashion industry. Made In Ukraine Becomes Fashionable
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2. Fashion event boosts Ukraine’s nascent fashion industry. Made In Ukraine Becomes Fashionable
For many years, Ukraine’s fashion industry lagged far behind its sophisticated counterparts elsewhere, defined by creative designers, skilled manufacturers who translate designs into well-made clothes, and a developed distribution network. Ukrainian fashion designers essentially created clothing for art’s sake in an economy in which consumers often had no choice but to wear inexpensive, and often outdated, ready-to-wear imports from China or Turkey. Meanwhile, Ukrainian apparel manufacturers toiled under cut-and-make schemes in which they produced clothes for foreign buyers, but made only marginal profits themselves.
A USAID project identified the country’s textiles and apparel industry as one of its most promising sectors. Working with companies, industry representatives, and national bodies, USAID is bridging the gap between Ukrainian designers and apparel manufacturers and boosting the sector’s competitiveness in both domestic and foreign markets.
Irina Danilevska, organizer of Ukrainian Fashion Week, the country’s premier fashion event, says that a fashion culture has long existed in Ukraine, but that USAID’s help has finally given Ukrainian fashion a shot at financial success.
USAID helped sponsor a major event at the March 2006 Ukrainian Fashion Week: “Made in Ukraine: Trade Mark Defile.” Fifteen Ukrainian apparel brands presented their wares and made contacts with merchandisers. The event attracted 25,000 visitors, including designers, buyers, wholesalers, and manufacturers in search of new partners to satisfy the demand for stylish, trendy, and affordable clothes. Designers met with producers who can make their designs realities; manufacturers saw new designs and a chance to boost demand for their goods; and retailers took a step toward maximizing profits by selling clothes made in Ukraine. The event was received enthusiastically as a chance to see what domestic designers and manufacturers had to offer. Negotiations were held on the spot. Most Ukrainian producers sold all the goods they had showcased on the catwalk. They all increased their market visibility and received great publicity. Ukrainian consumers, meanwhile, will now be able to wear fashionable, affordable clothes that’s “Made in Ukraine.”
3. The 17th Pret-a-Porter Seasons of Fashion Week and new trends in fashion
The 17th Prat-a-Porter Seasons of Fashion Week was held in early October 2005 at the ACCO International Exhibition Centre which is located in one of the marvelous parks of Kyiv, Pushkinsky.
The first such fashion show was held in Kyiv back in 1997, and by now these shows have acquired truly world pret-a-porter standards and are held twice a year, in March and in October.
The lovers and followers of fashion saw at the October pret-a-porter shows 30 best collections by fashion designers of Ukraine, among who there were 2 Russian and 1 Georgian designers. Fashion, political, show-business elite of Kyiv was well represented among the audiences who numbered 19,000 people at all of the shows. Thanks to the live broadcasting from music channel M1, all fascinating fashion-shows could be seen by millions of viewers. Beside this, first time ever, the Ukrainian branch of Fashion TV, Fashion TV-Ukraine, made it possible for its TV viewers, which are estimated to number 577 million people worldwide, to see the Spring–Summer 2006 fashion collections shown in Kyiv during the October pret-a-porter week.
In March 2005, a fashion show room, the first of its kind, was opened in Kyiv, and thus the arrangement — Designer–Buyer–Store, well known throughout the whole world, was established. There are all indications that make it possible to say that the fashion industry is becoming a potentially powerful business in Ukraine. During the October pret-a-porter shows some purchases were made by buyers from Russia and Italy, which point to the fact of Ukrainian designed clothes becoming attractive to foreign buyers as well. Ukrainian fashion design is becoming an export item. The Ukrainian Fashion Parade shown at the Eurovision Song Contest, which was held in Kyiv in May 2005, the Day of Ukrainian Fashion held in St Petersburg, and now the opening of the Fashion Show Room in Kyiv are all indications of Ukrainian fashion going international. Incidentally, Jean Paul Gaultier’s latest spring-summer collection was dedicated to Ukraine and had Ukrainian themes.
The October pret-a-porter Seasons of Fashion has amply demonstrated that the Ukrainian fashion designers create pret-a-porter garments which are on a par with the best design clothes not only of Russia and Georgia, whose designers showed their collections alongside the pret-a-porter ones, but of other countries as well, and are liked well enough to be purchased, not only looked at when they are shown on the catwalk.
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