Fashion brands are committed to supporting Ukraine

Fashion and politics have never been so linked as in recent days.

Several designers and companies have sent out gestures of support to Ukrainians since the start of the Russian invasion, which started just days before Paris Fashion Week.

To put pressure on Russia, the West is increasing strategic and economic sanctions. This applies in other more unexpected areas such as sport, culture, and fashion. Many brands have committed to Ukraine, But most of them, embarrassed by their economic interests in Russia, were slow to commit themselves publicly.

In a press release published at the opening of Fashion Week, Ralph Toledano, the president of the Fédération de la Haute Couture et de la Mode, called for "living the parades of the days to come with the seriousness that is essential in these dark hours", without ever condemning Moscow or even citing Ukraine and Russia. The text of only six lines would have been carefully proofread and validated by the leaders of LVMH, Kering, Hermès, and Chanel.

Giorgio Armani was the first to take a clear position in Milan, during Italian Fashion Week. Out of respect for the people of Ukraine, the models paraded in silence during her fashion show. But at the start of the Parisian event, neither Dior (LVMH) nor Saint-Laurent (Kering) alluded to the war unfolding in Europe.

During the Balmain show on March 2 in Paris, Olivier Rousteing showed his support for Ukrainian citizens. First with a message on his Instagram account, accompanied by a photo of the country's flag, but also through his new collection: "Padded corsets, tops, and gloves resembling futuristic bulletproof vests, golden shields: the outfits presented at the parade seemed to reflect the atmosphere of the war, even if they had been designed long before the start of the Russian invasion of Ukraine, ”analyzes L'Express.

Isabel Marrant

Like the European Union and the United States, some brands have decided to sanction Russia to affirm their disagreement with Vladimir Putin's policy. This is the case of the fast-fashion giant H&M: “In a press release published on March 2, 2022, H&M said it was deeply concerned by the tragic development of events in Ukraine. As a result, the brand announced the temporary suspension of all its sales in Russia and recalls that the stores in Ukraine have already been temporarily closed due to the safety of customers and colleagues” announces Marie Claire.

Vogue Ukraine magazine call for the giants of the sector to speak out on the conflict and begin to act. On March 1, the outlet urged the fashion industry and luxury groups to "not remain silent in these dark times" and to "immediately cease all collaboration in the Russian abuser market."

Others decided to use their influence to incite public opinion to come to the aid of the Ukrainians. The artistic director of Balenciaga, the Georgian Demna Gvasalia, denounced the "Russian aggression against Ukraine" and announced that the brand would "relay information about the situation in Ukraine" on social networks. Only a Ukrainian flag now appears on Balenciaga's Instagram account, which has 12.8 million followers. A link invites Internet users to donate money to support humanitarian aid for refugees.

Hermès, Chanel, LVMH, and Kering successively announced on Friday that they would “temporarily” close their stores in Russia. Inditex (Zara, Bershka, Pull&Bear, etc.), the direct competitor of H&M, did the same on Saturday, specifying that Russia represented around 8.5% of it's operating profit.

These commitments and initiatives are only in their infancy and the brands could intensify their positions depending on the evolution of the situation in Ukraine.


for Elemntz