Ukraine-Russia Conflict: Initiatives from the Fashion World

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While Paris Fashion Week ends, the Russian invasion continues in Ukraine…

The fashion world has been mobilizing since the beginning of the conflict. This is an opportunity to provide a non-exhaustive overview of the known initiatives taken to date in support of Ukraine and/or “against” Russia.

Donations & appeals for donations

The LVMH group donated over 5 million to the Red Cross, which provides assistance to refugees and victims.

Olivier Rousteing, artistic director of Balmain, Jacquemus, Isabel Marant, Chanel, Balenciaga, the Armani group, Valentino… All make donations to various associations or organizations that support the Ukrainian people, such as the World Food Program, Care, UNICEF, or the UNHCR – United Nations Refugee Agency.

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

Initiatives on social media

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

Olivier Rousteing also posted on his personal and official Instagram account, which has 7.8 million followers, a photo in the colors of Ukraine the day before the Balmain fashion show, accompanied by the message “While 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 fashion show during Paris Fashion Week, the celebrated designer of the eponymous brand came out 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 be helping the Ukrainian people with multiple clothing donations. It is worth noting that the Giorgio Armani fashion show was held without music to support Ukraine, three days after the start of the conflict.

Closure of stores & boycott of commerce 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 show its support for the Ukrainian people. Chanel, LVMH, and Kering followed suit…

H&M, the Swedish giant of 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, did 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 Swarovski brand announced on Tuesday, March 8, that it is suspending its activities in Russia, just like Levi Strauss has suspended the sale of its jeans, which are a symbol of the United States, in Russia.

The “Kim Kardashian” case that stunned everyone

The American star often makes headlines, but on March 6, at the Balenciaga fashion show, Kim clearly stunned the fashion world by appearing in a dress made entirely of Balenciaga security tape. Wrapped in the brand’s adhesive, she attended the show in the front row and attracted attention. As a Balenciaga ambassador, nothing less was expected of her. As a true businesswoman, she shared on her Instagram stories the making of the dress – that is, the packaging of the parcel. Well done, Kim!

During this Fashion Week, the colors of the Ukrainian flag were omnipresent, whether on the catwalks or outside. Influencers, fashion icons, models, designers, and stylists, all displayed their support for Ukraine.