UA in UK: Inna, Sofi Rich, Upslowuse and Andreas Moskin | LFW AW24

For the third time, young Ukrainian brands have shown their collections at the UA in UK Fashion Show as part of the evening program of London Fashion Week. The event aims to showcase the talent and creativity of young Ukrainian designers furthering the fashion industry despite the hardships of the war felt worldwide by the community. Oleksandra Volkova, founder of the UA in UK Community says, “We are proud of the courage,
perseverance and incredible energy of our participants and strive to support talented young brands in Great Britain.”

Four designers showcased their new seasons with our very own presenter host, and featured the brands: Inna, Sofi Rich, Upslowuse, and for the first time a men’s brand – Andreas Moskin. Inna kicked off the procession with her “one fit for every occasion” pieces that seamlessly combined business meeting attire with cocktail bar appropriate looks. It was simple and refined elegance with handcrafted features such as raw hems providing that extra edge together with the oversized silhouettes. Secondly, we saw Sofi Rich bring
feminine slinky materials together with subtle colour palettes for women “who choose to be beautiful, bold and free in their choice”, perfectly encapsulating a modern effortlessness. Andreas Moskin then showed us OTT shoulders, exaggerated everything, and a delicacy not often found in menswear with sheer elements and cropped hems. Finally, Upslowuse, a brand championing conscious fashion and using upcycling techniques to create unique designs closed out the evening. Denim was given a reworked treatment with fraying, soft
edges and hardware built into cut-outs resulting in a uniquely bold output. All the makeup looks were created using Polyakova Beauty, a brand from the Ukrainian signer Olya Polyakova, for the first time in Britain.

Thanks to this community, these young designers were able to showcase their talent and further the Ukrainian fashion industry on an international stage. With the second anniversary of the war in Ukraine, it is important that the talent and creativity still be celebrated and supported from the rest of the world, perfectly carried out with this showcase.

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Photography: Emilly Obeng
Words: Sylvia Shoshan