Ukraine’s First Lady Olena Zelenska continues to broadcast solidarity for her homeland through her fashion choices.
Last week, Zelenska wore a personal suit designed by Olena Bettiar to the US Congress, where she made a historic 15-minute speech.
Lawmakers and onlookers focused on what Zelenska said during her speech — namely that the U.S. and NATO are providing Ukraine with air defense systems for its efforts to fight the Russian invasion — and showed images of some of the casualties and roads destroyed by the war. in Ukraine caused by the Russian invasion. Speaking in person at the US Capitol is something her husband, Ukrainian President Volodymyr Zelenskyy, has yet to do, although he addressed members of Congress virtually months ago.
For that appearance, Zelenska wore Bettiar’s AMG brand. Bettiar said he knew he was having the suit custom-made for a business trip, but he wasn’t aware where, when or for what occasion he would wear it.
The striking black and white trouser suit that Zelenska wore was somewhat symbolic. The weathered black jacket was meant to evoke strength, the elegant white waistcoat was meant to convey fragility, and the ensemble’s local embroidery reflected the country’s heritage, according to the designer via email. Collectively, these elements “included all Ukrainian women” in her view.
The vest worn by the first lady featured a region-specific “Vyshyvanka” embroidered panel, which is customary on Ukrainian folk shirts. The embroidery worn by Zelenska was a fragment of the traditional shirt of eastern Ukraine, the region of the country that is the epicenter of military operations.
As of Sunday, the Russian Federation’s armed offensive against Ukraine has resulted in 12,272 civilian casualties, including 5,237 civilian casualties and 7,035 wounded, according to the Office of the United Nations High Commissioner for Human Rights. In addition, over 12 million people have fled Ukraine since Russian soldiers invaded the country five months ago.
“Very grateful and honored” that the first lady chose her outfit for such a historic event, Bettiar noted how Zelenska continues to be a “huge supporter of Ukrainian fashion businesses and talent.”
For a White House photo-op with President Joe Biden and First Lady Jill Biden during last week’s Beltway trip, Zelenska wore jewelry from last year’s Guzema x Gunia capsule collection called “Nezalezhna,” the Ukrainian word to be independent. Like Bettia, Guzema designer Valeria Guzema is helping those affected by war through fundraising and donating profits through the Guzema Foundation.
Interested in working with the first lady, Bettiar took the initiative a little while ago and submitted an application to her office and soon had an appointment. Before the start of the war, Bettiar usually discussed an outfit and any necessary protocol with Zelenska’s stylist, Natalia Kamenska. This would be followed by another meeting to discuss sketches as well as fabric and hardware options. Then a device or two would be needed. The process is significantly different now due to security protocols and is no longer done in person.
Highlighting how every single business and person in Ukraine has been greatly affected by the Russian invasion, AMG’s founder was forced to suspend all production for three months. During that time, she and her team focused on charity work to help women and children affected by war and to benefit those suffering from thyroid problems.
AMG has reopened all business operations in Kiev and continues its charitable efforts. As shipping is “very complicated at the moment”, the brand is relying on several companies to help transport its clothes from the ground to Europe. Overall, the team hasn’t changed except for a few who moved to Europe to escape the war. “But I think and hope that the whole team will be together again soon,” said Bettiar.
Some Ukrainian brands such as Sleeper, Frolov and Gunia Project have shown great determination despite the extreme challenges they are facing due to the ongoing destruction. And while there’s no official concerted effort to keep the industry going, each brand is “just trying to do the best they can to keep their business going,” Bettiar said.
Olena Bettiar
Courtesy photo
That said, international partners, local clients and celebrities have provided quite a lot of support, which makes it “a little easier to work and continue to develop the fashion industry in Ukraine during these difficult times,” the designer said. .
The best way the Ukrainian fashion industry can try to generate sales is by developing media that showcases the products being produced. AMG has added charity components to its site so shoppers can purchase apparel and support fundraising efforts through the various charities the company is trying to help.
