ABOUT THE BRAND
Yuliya Magdych is a fashion designer who combines Ukrainian traditions and modernity in the namesake ready-to-wear and demi-couture brand, which is inspired by Ukrainian sartorial heritage and its recent political history.
Yuliya launched the brand in 2013 in times of Revolution that stoked nationalist sentiment as well as a worldwide revived interest in the vyshyvanka— the traditional Ukrainian embroidered shirt.
The brand’s hallmark is technically sophisticated ethnic 3D embroidery developed based on the patterns found in museums, private collections, and research travels across Ukraine.
So the family tradition, a vibrant personal style, and a desire to rethink Ukrainian national costume aesthetics were at the root of Yuliya’s newfound inspiration to create her fashion brand.
Starting with ethnic Ukrainian motifs and silhouettes, the designer soon moved to her patterns that no longer reflected the authentic motives but preserved the general impression of traditional embroidery.
The designer has expanded from classic dress and caftan silhouettes, which she describes as “cosmopolitan,” to include rompers, coats, and capes. What she’s after, though, isn’t a novelty, but timelessness: “We don’t have old collections and new collections; we don’t use these terms,” she says.
Yuliya Magdych was the first Ukrainian brand to be presented in Selfridges, London. The brand is also available at Farfetch and became the first Ukrainian brand working with this luxury platform directly.
Yuliya Magdych is presented in more than 50 countries. Such magazines as Vogue, WWD, Buro, Observer, Harper's Bazaar and many others wrote about the brand. Spotted wearing the brand were such celebrities as Patricia Kaas, Catherine Zeta-Jones, Kelly Osbourne.