#UFW X #LFW SS24: ELENAREVA

On September 19, 2023, Ukrainian fashion brand ELENAREVA introduced Spring Summer 2024 collection at London Fashion Week within Ukrainian Fashion Week International Season SS24 which is taking place out of Ukraine due to the full-scale Russian war. The show of Ukrainian designers at London Fashion Week was supported by the USAID Competitive Economy Program in Ukraine. Designer Olena Reva continues telling the story of female power and, in the new season, turns to one of the strongest and most powerful cults in the ancient Trypillian culture - the Mother Goddess. Our ancestors depicted a supernatural being who embodied the continuity of life as a steadfast and fearless protector. In their beliefs, the Great Mother was the center of the universe - she resisted chaos and taught to respect the native land. In the ELENAREVA SS24 collection, the personification of the sacred symbol changes from one image to another: the feminine essence of a caring mother and protector of the family smoothly transitions to the clear and strict features of a courageous patroness. The brand's fine balance between feminine and masculine is taken to another level in the SS'24 collection. The prints, developed in collaboration with the artist Lina Nechipolina, were based on ornaments on Trypillian clay jugs. For the SS'24 collection, two models of bags were also developed in collaboration with the Ukrainian brand Bagllet.