You're reading: Ukrainian vyshyvanka brand shoots advertising campaign in New York

A Ukrainian brand of ethnic clothing, Etnodim, has taken their product to the streets of New York. The brand shot photos for their latest advertising campaign in the Big Apple.

Roxy Monroe, a 22-year-old Jamaican model, looked stunning as she posed against New York cityscapes wearing vyshyvankas, traditional Ukrainian embroidered shirts.

“The vyshyvanka isn’t just Ukrainian traditional clothing anymore,” Andriy Cherukha, Etnodim’s spokesperson told the Kyiv Post on Nov. 18. “In the past two years it has become an international trend.”

Explaining the choice of New York as the location for the shooting, Cherukha added that Etnodim has “many clients abroad, particularly in the U.S., and not just among Ukrainian diaspora.”

“We decided to arrange a photo shoot in the most international city in the world. And we chose Monroe for the same reason – to demonstrate our openness to the world,” he said.

Denys Trofimchuk, a New York-based Ukrainian photographer, shot Monroe wearing several Etnodim dresses and shirts with various embroidery and geometric ornaments.

” I chose Roxy because I liked her personal style and blond hair. And Jamaican model in Ukrainian vyshyvanka  is unusual, it is amazing. A wow factor,” Trofimchuk told the Kyiv Post.

“There’s something about this city that makes me want to groove,” Monroe wrote on Instagram, posting a photo of her wearing a vyshyvanka.