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Author Archives: Lisa Zhornik

@gasanova_showroom

The denim jacket is such a versatile item that it complements practically any look. And a denim jacket with a statement print is a universal street-style item. We found one at Gasanova, Ukrainian brand, and made sure it is the most popular Instagram jacket of the season!

The brand has two clothing lines. The first one is presented at Mercedes Benz Kiev Fashion Days, and the second one is the dehim line. The most recognizable item by the brand is an oversize denim jacket with a pop-art styled ptint. It has already been Instagramed and shown off at street style shootings by celebrity clients. Among them are fashion and show business influencers – Daria Shapovalova, Snezhana Onopko, Alina Baikova, Dasha Astafieva, Katro Zauber.

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The signature Gasanova piece is $150-200. The brand purchases ready-to-wear jackets and then prints them. Most items are by Levi’s, the American brand. The idea of printed jackets came to Elvira two years ago.

“It all started when I decided to print my own jacket. I am proud that we were the first to do this in Ukraine. All of my clients – celebrities or not – are my friends. Every one of them made a great impact in developing my brand and improving the quality of our work”.

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The prints are hand made so the brand has a whole team of artists. Usually the prints come in the form of comics in pop-art style. You can place an individual order for your own Instagram picture, for example, in the form of an art picture. The design is performed by Elvira herself and her team boasts as much as 12 people.

If compared, the sales on Instagram by far exceed the sales on Facebook for Gasanova. 90 per cent of them come from Instagram: the bright pictures are well remembered by the followers.

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“It’s like a game – people browse Instagram 10-20 times per hour. If you can catch their attention – then the comment or maybe eve the sale is yours! My brand’s position is intellectual sexuality, and it works!”

Gasanova doesn’t have a specific policy on Instagram management. Elvira may post 20 photos at a time, doesn’t use filters nor sticks to a posting schedule. The most importand picture criteria comes down to great lighting and an interesting capture. Most popular pictures are not the jackets in them as you could guess. Elvira’s selfies actually are 🙂

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The brand delivers worldwide, the items were shipped as far as the USA (especially Miami) and Bali.

In Ukraine the brand is sold at their own showroom, as well as concept-stores Index 50 and Gallery 48.

Instagram: @gasanova_showroom

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Guzema Jewelry

If you fail to find a perfect pair of earrings – you can create them yourself. Looks like that is how Lera Guzema, a presenter for HD Fashion Channel, created her own jewelry brand. The global minimalistic trend perfectly fit her concept.

“The idea is very simple – clean lines are most importand. I love simple forms and comprehensive silhouettes.”

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And if the concept of the brand came out naturally, finding a perfect name was not an easy virtue.

“You can’t even imagine how hard it was to come up with a name! I had so many variants, but it all came down to my last name eventually. And I don’t even know the origin of my family name.”

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Guzema Jewelry create rings, earrings, chains and chokers. One of the latest products brand’s products are original and provocative lip rings. In a short period of time the brand fulfilled a seemingly impossible task in Ukraine. All the products are always in stock because it is allowed by the production. So clients don’t have to wait for their exquisite orders for months. The brand is working with precious metals only – white and yellow gold as well as silver.

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“I test every new product and often have to take it to perfection. No matter how much time it takes, it is crucial for me for every product to be comfortable and practical.”

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Naturally, many customers learn about the brand thanks to the owner’s professional network. The pieces go straight to the fashion-related people thus automatically receiving a trendy status. For instance, the rings with balls became recognizable after several digital media shots. As for the online, Lera’s pieces became popular after she launched her instagram page. Most posts are pictures from the brand’s campaign. That is why Lera doesn’t use Instagram filters. The brand distinguishes itself by means of professional touch-ups. Currently via Instagram the brand is sold only in Ukraine.

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Give aways turned out to be the most efficient tools in the brand’s promotion. Lera choses the winner from those who reposted a picture using a certain hashtag. That’s how every subscriber has a chance to win an exclusive jewelry piece by the brand they follow.

Right now Lera herself is dealing with all business-related issues, and is actively looking for an assistant. The perfect option would be a brand manager who will be doing media communication and building the whole brand’s strategy.

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Instagram: @guzema_jewelry

Kiss my Eyes

Kiss my Eyes are trendy accessories for travel and leisure. Right now the brand is producing sleeping masks, travel holders and bandanas. All accessories are made in chic and cheap concept – they are bright, glamorous, stylish and affordable. Kiss my Eyes are only 6 months old now. During this time a couple thousand clients got their own masks. The niche looks to be completely unoccupied.

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“Leisure culture is not really developed in our country. We try to look good at work or study, but never care about how we are going to bed or travelling to the airport. I think in a little while we will be paying more attention to details.” – believes Alyona.

Creative ideas and production are both managed by the brand owner. The prints for the masks are created in collaboration with Ukrainian artists and later are transferred to fabrics. There is only one production capacity that prints on silk the way technology requires it. It took a while to find it for the brand owner. After printing the silk is delivered to production atelier.

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“I love both natural and modern materials. That is why I chose 100% silk for the masks and bandanas and scuba for the travel holders for the current collection. All the fabrics are produced in Europe – the lace, bands, ruffles zippers and even threads that other brands usually save money on. The part of brand’s philosophy – even for small money the customer has to receive great quality.”

Production in Ukraine requires stamina and patience. Partners and contractors almost never meet the deadlines or even fail to accomplish the task. For instance, scuba fabric for the first travel holders consignment was rejected because the print looked nothing like the proofing.

The brand is sold on Facebook and Instagram. At the very beginning it was 3 Instagram posts per day, now it is 1-2 pictures. The best posting time according to Alyona, is 10 am and 4 pm. Her favorite filters are from VSCOCAM, but now she uses Photoshop presets. Most Instagram hears are earned by pictures that were ‘liked’ by popular users. The brand’s audience loves details – glitter star close-ups or ruffled elements.

 

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“As for the price range, Kiss my Eyes is actually close to mass-market. There are no such prices for handmade pieces of 100% silk. At the same time, there’s no handmade production of natural fabrics in mass-market. This is how my brand stands out”.

If compared by the amount of sales, Instagram looses to Facebook for Alyona. The Messenger is more quick in terms of order confirmation while new message request in Instagram direct can hand there for hours. Instagram also requires constant check-ups. Also, advertizing posts on Facebook are more effective than on Instagram.

Alena Kucherniuk, Owner, CEO & Founder at Kiss My Eyes

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Masks and travel holders are mostly ordered to Ukraine and Russia. During the next three years the brand is planning to sale worldwide, collaborate with Ukrainian designers and celebrities and open an offline store. The brand owner is planning to expand to famous European marketplaces and finalize the brand’s website. Kiss my Eyes will soon be sold at several Ukrainian showrooms.

 

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Instagram: @kissmyeyesua

CIRCUL

CIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’Ambrosio

Perfect hand-crafted brogues detected! EatDressTravel team has discovered them at a showroom in Kyiv city centre. CIRCUL brand is a mix of concervative classics and bright elements. The shoes are inspired by the 40s style and include monks, derbies and brogues. The brand designers even came up with the latest handmade shoe trend in Ukraine – classic keds.

CIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’AmbrosioCIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’Ambrosio“We strongly rely on our experience and highly appreciate quality. That’s why we use the best materials imported from Italy, as well as the technology. That makes us unique at the market”, – says Sasha Melnychenko, the owner and the designer of the brand.
CIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’AmbrosioCIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’Ambrosio

The hardest part of launching the brand was to organize the professional team. When he first started the brand there were hardly any qualified technicians at the market. It also took him a good deal of equipment investment – some of the machines cost him several thousand euros. Now even the shoe perforations and imprints are made manually at the brand’s workshop. Here’s how:

The brand was started in 2012, it’s showroom is located in Kyiv. The shoes are also sold in Kharkov, Odessa and Sevastopol. One pair is approximately $100-150 and it takes 2 weeks to produce it.

CIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’AmbrosioCIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’Ambrosio

“We earn credit by our quality and business approach. Our clients let their friends know about us, that’s how our shoes promote themselves!”

CIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’Ambrosio

CIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’Ambrosio

Instagram is managed by an SMM specialist. The majority of the photos are posted in the afternoon, when most clients browse their feeds. The brand does not work with celebrity clients nor presents the items to digital influencers for a post. Probably once a month CIRCUL hold giveaways. The brand is planning to enter the world market and move to a new showroom.

CIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’AmbrosioCIRCUL, обувь ручной работы, EatDressTravel, Саша Мельниченко, circulmark, обувь ручной работы, uamade, украинский бренд обуви, Анастасия Масюткина Д’Амброзио, Anastasiia Masiutkina D’Ambrosio

“We have just had a collaboration with another Ukrainian brand, Syndicate Original. We are planning working on both new collections and other brand collaborations.”

The nearest international plans include Pitti Uomo mens exhibit in Florence, Italy.

Instagram: @circulmark

WHO ARE THEY: Shame on You

Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд

A street style photographer’s dream look is by far not a mix of items that have just made their way from runway to the stores. Especially at times, when a relaxed look is appreciated as much as an abundant and thought through one. Probably these ideas helped Anna and Farida create a brand, the centerpiece of which is a decorated tracksuit.

Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд

It all comes down to this: imported fabrics, high quality of production and bright details – pompons and silk tassels.

«We wanted to intrigue the public with our first items and create something unique yet wearable. As a result we decided to stick to the tassels, which were widely used afterwards by several designers. And we were right, everyone recognizes us by those tassels which have become our trademark element.

The main «street style» items, as the designers call them, are t-shirts with orange, raspberry and blue pompons. They can also be styled with denim jackets with the whole range of colorful soft balls. The designers also state that the practical side of the garments is as great as the looks. While being washed the pompons don’t fade nor do they stretch the fabrics. We made sure of the quality – the seams and edgings are perfectly performed. Unfortunately, it’s still a rare case for Ukrainian market.

Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд

«We are extremely peculiar when it comes to quality, control all the details and try to create unique items that no one in currently creating.”

Shame on You is more expensive than mass-market brands, yet still costs less than the premium segment. The tasseled tracksuit, for instance, is $200. The brand describes their client as a stylish and confident girl who is used to the best quality and knows how to mix expensive brands with more affordable ones.

Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд The brand name was intendant to be catchy and provocative. And to smooth the tricky play on words, the designers came up with trademark hashtag. It is used not only on Instagram, but in t-shirt design – #stayfashion.

Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд

The brand is a bit more than 6 months old. Having chosen the fabrics, the designers started looking for production contractors. Today the items are sewn in several ateliers, as there is no financial sense in the brand’s own production yet. The team counts Farida and Anna only, but they are already looking for other managers.

Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд

As most new brands Shame on You are sold mostly via Instagram.

«It is important to post the ‘right’ picture where all our items best angles are shown. Those pictures always receive most ‘likes’.»

Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд

The widely used Instagram rules include posting at a stated time, celebrity clients (it-girl Tanya Bohdan and singer Nadya Dorofeeva), and Russian-English bilingual captures. The brand never posts the price for the items in the pictures.

«Direct messages help us get a feedback from our clients, and also we see several more advantages in it. We are also very attentive to the captures under our photos”.

Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд Shame on You, Not for Everyone concept store, Suitster, Стрит-стайл образ, stayfashion, Anastasiia Masiutkina D’Ambrosio, Анастасия Масюткина Д’Амброзио, eatdresstravel, Ukrainian fashion brand, made in Ukraine fashion, украинский модный бренд

In Ukraine Shame on You are presented at Not for Everyone concept store and online at  Suitster.

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