Vogue Ukraine is taking its initial steps internationally as it puts support for Ukraine’s fashion industry at the center of its revised mission, as the war continues to scar the country. Vogue has cooperated with NFT marketplace The Dematerialized (DMAT) to highlight the work of three designers: Bevza, Gudu and Ienki Ienki. All three brands will display their designs on September 28th in Paris during fashion week, before these physical clothes are translated into NFTs, that can be purchased through DMAT.
“Vogue UA is not limited to geography – we are currently wherever Ukrainians are,” stated editor-in-chief Philipp Vlasov about the motivation behind the project. “This drop in partnership with DMAT is our initial foray in the metaverse, where we intend to have a strong presence.” More releases of clothes and accessories by emerging and established Ukrainian designers will follow. “Helping the Ukrainian fashion industry survive and last in these hard times is a part of Vogue UA’s revised mission”.
The goal of this project is to help designers find new and creative ways to sell their products and make money in incredibly hard times. Previously, DMAT has cooperated with the likes of Karl Lagerfeld (the DMAT X Karl Lagerfeld series sold out in seconds in December), and Nicholas Kirkwood in their efforts to bring together fashion and web3 audiences under one roof. Designs offered by the marketplace differ from digital figurines to stylish made-to-measure clothes.
In line with the revealing of the Vogue Ukraine collaboration, DMAT pulls back the curtain on its new discovery space, where visitors can experience the designs in a gamified environment. “Working with talented designers like Ienki Ienki, Gudu and Bevza has been a memorable project,” says Marjorie Hernandez, co-founder and co-CEO of DMAT. “We are proud to activate social and economic capital for these Ukrainian designers via this important project,” said co-founder Karinna Grant.
Shoppers who buy the NFTs are invited to share how they style the virtual pieces on social media with the tag @vogue_ukraine, that Vogue UA will use to curate a gallery of people wearing the looks.
The Vogue Ukraine team was disbanded when Russia invaded the country in February 2022. “We are concentrated on our digital presence, producing useful and inspiring content to empower Ukrainians while providing insights to the country that no one dared to tell the world. Vlasov wrote in an open letter in March, as he continued to manage his team from exile. We will not lose hope. “Justice must prevail.”
The NFTs will be available to buy exclusively on The Dematerialised from 6pm BST on October 4th, with earnings going back to the designers.