Ukrainian brand Gaptuvalnya explores the limits of internal strength in the campaign of the new collection

A person’s individuality is inseparable from his cultural id, just as the long run is not made with no a shut connection with the earlier. These tips fashioned the basis of the new assortment of the Gaptuvalnya model, which examines traditional Ukrainian embroidery via the prism of modern values, aesthetic choices and difficulties.

The foundations of the model strategy are the notion that the traditional designs of Ukrainian embroidery, produced numerous generations ago, have substantially more than a purely aesthetic element. Embroidered garments has lengthy accompanied Ukrainians in each minute of their lives, giving them assurance, strength and a perception of belonging to something bigger. Appropriate now, Ukrainians need to have this electricity each individual day a lot more than ever: connecting with ancestors and recognizing their have identity can give them self confidence in potential victory.

The inspiration for the campaign of the new selection was the impression of a Ukrainian female who experienced to remodel her normal everyday living at the starting of the war. “We are paving our way and battling for it, we are not scared, we are brave and brave. Due to the fact we are Ukrainians”, – explains the brand’s founder Natalia Gergeliuk. The identify “Gaptuvalnya” comes from “haptuvaty” (to embroider with gold or silver)”. This term has two meanings: not only to embroider but also to “tread the path”, that is, to go your very own way.

Launched in Ivano-Frankivsk, with the starting of the war the manufacturer not only did not quit functioning but also shared its workshop with brands from the afflicted areas, which experienced to go away their individual creation. In her collections, Gaptuvalnya emphasizes the appropriateness of a common embroidered shirt for any situation – for the reason that regard for one’s own cultural id is absolutely because of to every Ukrainian.