You're reading: More fashion for Kyiv, now with international flavor

When heading to Olimpiysky Stadium’s western gate I wondered what the Mercedes-Benz Kiev Fashion Days would be like.

Reading their ads, I was worried that the shows that ran in Kyiv between March 23 and 25 would be one of those ambitious but utterly boring projects. But it surprised me.

The lobby of Olympiysky VIP hall was filled with dozens of young people, dressed tastefully. There were no fur-clad older women, no Swarovski crystals or shiny stilettos. Instead, I saw big eyeglasses, sporty chic bags and desert boots everywhere.

Somehow, supposedly thanks to free admission, Kiev Fashion Days managed to gather a crowd that is actually fashion conscious, and actually comes to see fashion, not just for a fancy going-out event.

The event’s story began four seasons ago. Organized by Daria Shapovalova, a 24-year-old TV host and fashion activist with connections, it focuses on fashion shows as well as unique talks on fashion. “We didn’t want to create just a fashion event, because it would be weird in a country with weak fashion industry, so we made it educational,” says Shapovalova.

The lecture program is called Fashion Now. Every year it brings together fashion photographers, journalists and buyers who each give an hour-long talk on their subject of interest.

“Those are people I meet at fashion events abroad. I often have to persuade them to come, but once they come they are always surprised and overwhelmed with what they see here,” says Shapovalova.

“Unfortunately, in Europe people often know Ukraine only as a country with imprisoned former prime minister, and so on. I think we can sort of cover it up with fashion, improving the nation’s image abroad.”

We didn’t want to create just a fashion event, because it would be weird in a country with weak fashion industry, so we made it educational.

– Daria Shapovalova, Kiev Fashion Days orginiser

This year, for instance, U.S. fashion photographer Yelena Yemchuk came to talk about her work with Vogue Japan and shooting stars like Kirsten Danst and Natasha Vodyanova.

Elena Bara, a journalist for Vogue Italy, shared her thoughts about the new fashion journalism. The big lecture hall was filled with youngsters, even despite the fact that these talks competed with designer shows.

Starting just three days after the end of another fashion event, Ukrainian Fashion Week, Mercedes-Benz Kiev Fashion Days could not avoid to be compared with its older rival.

Ukrainian designer Lilya Poustovit is the only one whose collections featured at both events. Shapovalova claims that it’s because of the many demands that Kiev Fashion Days sets for designers. Organizers claim that the designers have to have a “European-level collection” to be able to qualify.

But Fedor Vozianov, who had taken part in the previous Kiev Fashion Days, said he had no conditions set at all. He opted for the Ukrainian Fashion Week this year because he feels it’s more suitable for mature designers.

Strangely, the Kyiv Fashion Days left a “this is what fashion should be like” impression. With little tension or pretense, it gives a nice alternative to most local events, referring to fashion yet being just a place to mingle for random celebrities.

Kyiv Post staff writer Olga Rudenko can be reached at [email protected]