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The cozy presentation of the J'amemme brand was a bright start to the new season of Ukrainian Fashion Week, which took place despite all the difficulties of this winter. The founder of the brand, Yulia Yarmolyuk, chose the intimate format of a salon presentation, which was popular among Parisian fashion houses in the 1950s and 1960s. It allows each guest to take a closer look at the items and feel the atmosphere.
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The J'amemme autumn-winter 2026/27 collection was called Présence — Yulia Yarmolyuk explored the theme of presence as a state and the relationships between the body, form and space. Structured silhouettes, deep colors and textures with character became the main tools of the brand, which until recently was associated exclusively with romance and emphasized lightness. They remained, but became more mature and profound.
“Présence is about being fully present here and now — in your body, in your thoughts, in the moment,” shares the brand's designer Yulia Yarmolyuk. “We wanted to step away from the noise and create something concentrated and substantial. This collection is about the quiet power of a woman who doesn't need to prove her presence.”
The collection is characterized by architectural silhouettes and clean geometric lines. J'amemme explores its signature pleats, adding sculpturality and volume. New structured dresses with expressive shoulders and elongated proportions add geometry to the brand's language. The palette is based on autumnal woody shades: chocolate, caramel, moss and smoky beige, complemented by black and cream tones.
Croc-embossed faux leather and faux fur take center stage in the release. These textures, used in outerwear, structured dresses and accessories. Accessories, including gloves and minimalist clutches, continue the idea of working with proportions and lines.
The format of the J'amemme de Salon presentation helped to reveal the idea of presence even more deeply, because each guest was not just physically present, but could also feel the collection almost by touch. The event took place in the brand's new showroom, and the team repeated the show four times to immerse as many fans of the J'amemme universe as possible in this atmosphere, including TV presenter Maria Efrosinina, Vogue Ukraine publisher Yulia Kostetska, head of the Ukrainian Fashion Week organizing committee Iryna Danilevska, and stylist Maryna Martyniv.
Maria Efrosinina 
Yulia Kostetskaya 
Iryna Danylevska 
Yulia Ermolaeva 
Yulia Yarmolyuk 
Kateryna Kulik 
Ivanka Khoma 
Marina Martynov 
Oleksiy Pryshchepa 
Victoria Komarnytska 
Violetta Fedorova 
Daria Gaiduchenko 
Lyudmila Fishchuk 
Iryna Adonina 
Victoria Zhir 
Victoria Maystrova 
Olga Chaika 
Lina Khristoforova 
Alina Dolinina 
Elizabeth Uscheka 
Kostyantyn Putylenko and Oksana Shevchenko 
Valeria Tolochyna 
Anna Rudenko 
Alina Lepska 
Anna Babenko 
Kasia Ore 
Nadiya Khachaturova 
Elizabeth Zhornyk 
Olga Loiko 
Marusya Ausheva 
Olga Sayenko
Photo: Yuriy Yatskulych