Ukraine-Russia Conflict: Initiatives from the Fashion World

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As Paris Fashion Week concludes, the Russian invasion continues in Ukraine…

The fashion world has mobilized since the beginning of the conflict. This is an opportunity to take stock of the known initiatives taken to date in support of Ukraine and/or “against” Russia.

Donations & Calls for Donations 

The LVMH group has donated over 5 million to the Red Cross, which is helping refugees and victims. 

Olivier Rousteing, artistic director of Balmain, Jacquemus, Isabel Marant, the House of Chanel, Balenciaga, the Armani group, Valentino… All are making donations to various associations or organizations supporting the Ukrainian people, such as the World Food Program, Care, UNICEF, or the UNHCR – United Nations High Commissioner for Refugees. 

During the Victoria/Tomas fashion show, QR codes were provided to guests, allowing them to make donations to organizations helping the Ukrainian people during the show.

Social Media Initiatives 

The Balenciaga brand dedicated its Instagram account to Ukrainian news, notably posting a story of a letter signed by Demna Gvasalia, the Georgian creator of the brand, recounting his story and scars as a refugee from a war with Russia. The entire feed of the account was deleted, and all 45 posts are focused on this sad news.
During the Paris Fashion Week show of the brand, held on March 6 at Bourget; the audience’s seats were all covered with a Ukrainian flag and a copy of Demna’s letter.

Olivier Rousteing also posted on his personal and official Instagram account with 7.8M followers, a photo in the colors of Ukraine the day before the Balmain show, accompanied by the message “As we present our collection, we are well aware that there are more important things happening in the world today… Our thoughts and prayers are with the Ukrainians. We are inspired by their dignity, resilience, and dedication to freedom ”.

Isabel Marant in the Colors of Ukraine

At the end of her ready-to-wear show during Paris Fashion Week, the celebrated creator of the eponymous brand came to greet the crowd and her audience wearing a sweater in the colors of the country to show her support. 

Clothing Donations and No Music

The Armani Group also claims to help the Ukrainian people with multiple clothing donations.  Notably, the Giorgio Armani show was held without music to support Ukraine, just 3 days after the start of the conflict.

Closure of Stores & Boycott of Trade in Russia

Hermès announced on Friday, March 4, not only the closure of its 3 stores in Russia but also the suspension of its sales to Russia, in order to mark its support for the Ukrainian people. Followed by Chanel, LVMH, and Kering subsequently… 

H&M, the Swedish giant in ready-to-wear and fashion also “closed shop” in Ukraine to ensure the safety of employees and customers; and suspended its sales until further notice. The Inditex group (Zara, Bershka, Pull&Bear), whose Russian market represents about 8.5% of its operating profit, has done the same.

The British group Burberry had already suspended its deliveries to Russia due to “operational difficulties” before the war broke out. 

Department stores like Tsum Kyiv or publications/magazines like Vogue, ELLE Ukraine, or l’Officiel are calling for a boycott of commercial activities with Russia. 

The brand Swarovski announced on Tuesday, March 8 to suspend its activities in Russia; just as Levi Strauss halted the sale of its jeans, which are a symbol of the United States in Russia.

The “Kim Kardashian” Case That Shocked Everyone

The American star often makes headlines; but on this March 6, at the Balenciaga show, Kim clearly shocked the fashion world by appearing in a dress entirely made of Balenciaga safety tape. Wrapped in the brand’s adhesive, she attended the show in the front row, drawing attention. As a Balenciaga ambassador, we expected nothing less from her. As a true businesswoman, she shared the creation of the dress – the packaging of the parcel – in her Instagram stories. What a remarkable Kim!

During this week of Fashion Week, the colors of the Ukrainian flag were omnipresent, both on and off the catwalks. Influencers, fashion icons, models, designers, and stylists all showed their support for Ukraine.