Ukrainian designers are investing hundreds of thousands of hryvnias in participating in Fashion Weeks, despite the war and rising costs. The return of Ukrainian Fashion Week to Kyiv in 2024 was an important event for the fashion industry: the shows were attended by about 7,000 guests, but without the participation of foreign buyers and the world press.
Participating in a fashion show is not only about image, but also about complex economics. Designers' expenses include location rental, show production, models, team, logistics, and PR support. According to UFW participants, budgets for one show can reach hundreds of thousands of hryvnias , which makes a fashion show a long-term investment in a brand, rather than a direct sales tool.
The cases of Andreas Moskin, Gasanova, Jʼamemme, and The Coat demonstrate that Ukrainian fashion during the war is transforming: the focus shifts from commercial returns to reputation, social meanings, and international positioning. In particular, Andreas Moskin's show with the participation of veterans became an example of how fashion can work with themes of inclusion, dignity, and strength.
Despite the financial risks, designers continue to invest in Ukrainian Fashion Week, as a presence on the catwalk remains a key element in building a strong fashion brand in Ukraine and beyond.