Exclusive interview for ELLE.UA
Today, fashion is not just about unusual creative solutions or seasonal trends. It has become a powerful communication tool, where behind every fold of fabric, silhouette or choice of location there is a deep message, idea and clear position. In times of turbulence, fashion is less and less an embodiment of escapism – instead it is becoming a large-scale stage for important conversations about equality, sustainability, unity, responsibility and beauty that does not need filters.
This is exactly how the Ukrainian brand Andreas Moskin sees its mission — to create clothes that are not only aesthetic, but also meaningful, that meet the challenges of the time. The SS26 collection, which the brand will present on September 6 as part of the Ukrainian Fashion Week, reflects this approach in every detail. For the first time in the history of Andreas Moskin, a full-fledged women's line is added to the men's line — not as an offshoot, but as an equal voice. Meanwhile, the podium becomes a place not only for models, but also for people who went through the war and retained dignity, strength and resilience.
We talked to the founders of Andreas Moskin — Andriy Moskin and Andreas Bilous — about the development of collections, the future show location, working with veterans, and the new mission of Ukrainian fashion.
About the men's collection and the new women's line
What was the main inspiration for the SS26 collection? What challenges did you face when creating your first women's line?
The main inspiration was the combination of resilience and unity , which are born from trials. Our collection primarily explores equality through the harmony of courage and sensitivity.
And the challenge during the work was the debut women's line. We were tasked with creating clothes that would not copy male aesthetics, but organically combine it with female forms – maxi dresses, deconstructed suits, hems with feathers.
Is it possible to talk about a certain common idea or message that unites both lines?
Yes, the men's and women's parts of the collection exist as equal components of the same aesthetic , complementing and emphasizing each other. This is the idea of equality and cooperation – two different energies sewn together by the same aesthetic.
What can viewers expect from the new location of the show? How was the location chosen and is it part of the collection's concept?
The show will take place in a specially selected separate location, which emphasizes the high level of preparation and positioning of the brand. The space itself becomes part of the concept: it symbolizes a scene of presence , where male and female images exist side by side as two storylines of the same story. The choice of such a location is also a message about the maturity of the brand and its readiness to present a new level of fashion culture.
How will this show differ from your previous ones — in format, atmosphere, drama?
The biggest difference is the debut of the women's line and its dialogue with the men's line. The format will be based on the idea of “tandems” , when the images come out as a pair or continuation of each other. The atmosphere is more intellectual and sophisticated, but at the same time deeply social. After all, along with professional models, veterans, people with war experience and people with disabilities will take to the podium. This makes the show not only a fashion event, but also a social manifesto about openness and responsibility, bringing to the forefront the main message – “Live to the fullest” .
What silhouettes, fabrics and details were emphasized this season?
In the women's line, maxi dresses, sculptural bodices and feathered hems were key. In the men's line, oversized suits, vests and Bermuda shorts were key. We worked with delicate yet premium materials: silk, viscose, suiting wool – and the overall emphasis was on architectural lines and a balance of strength and tenderness.
About working with veterans
How did the idea of involving veterans in screenings come about?
It's part of the brand's philosophy to showcase inclusivity and equality, breaking down stereotypes about beauty and style. We believe that fashion should serve everyone , not just a select few who fit the norm. Clothing is a form of self-expression, confidence, and identity, and no one should be deprived of that.
For people who have suffered life-changing injuries, especially war veterans, adaptive fashion is more than just functionality; it is restoring a sense of dignity and the right to beauty. A well-tailored suit that is easy to wear with a prosthesis, or a jacket with removable sleeves, is not just clothing, it is a statement that says: you are seen and your style matters.
By creating inclusive design, we strive to remove barriers, challenge stereotypes, and show that true elegance lies in humanity, empathy, and the ability to create for everyone.
What was your principle in selecting participants for the podium?
It wasn't the model's appearance that was important, but the power of history. These are veterans who embody resilience and dignity.
What does the presence of veterans at such events mean to you personally?
It's a reminder that fashion is not just about aesthetics, but also about humanity, about those who defend our country. It's a way to give them a new stage to be present. The most important thing is to realize that these people are not just models on a catwalk, they are symbols of invincibility. They have taught us a new level of courage and integrity. When a veteran comes out in our suit, it's not about fashion in the classic sense. It's about the triumph of spirit. And we are honored to be with them in this.
Andreas Moskin SS25
Andreas Moskin SS25
How does the audience — in Ukraine and abroad — react to such integration?
In Ukraine, this is a strong emotional response, deep respect. Abroad, it is interest and admiration, because such an inclusive format is unique for fashion.
What stories or moments from preparing for the show with veterans impressed you the most?
When the veterans tried on the costumes, they felt like they were part of a team and a big artistic process. It gave them strength and pride. What impressed us as designers the most was their sense of humor and great thirst for adventure.
How do you think inclusivity and the representation of diverse experiences on the catwalk affect the development of Ukrainian fashion?
This changes the very paradigm of fashion: it shows that style does not depend on physical features. Ukrainian fashion becomes the vanguard of humanity and innovation.
Andreas Moskin SS25
On brand development during the war
Has your approach to doing business changed since the start of a full-scale war?
Yes, radically. We understood that business is not only about the product, but also about the meanings it carries. Before the war, we focused more on style, quality and recognition. Now the focus is on people. Our brand has become a platform for the voice of veterans, people with disabilities, those who have gone through the trials of war. We began to look at fashion not only as aesthetics, but as a tool for social integration and revival.
Paradoxically, it was the war that taught us to work faster, more flexibly, and more courageously. We became closer to the client, built a service that takes into account the smallest details of a person's life. And we gave the audience something more than just clothes—a story of strength and resilience that resonates with everyone.
How did the war affect your business strategies and plans?
It forced us to become more flexible and faster. We abandoned long, “ideal” processes and learned to work in conditions of uncertainty. A new goal appeared in the strategies — to create clothes that meet the challenges of the time : functional, inclusive, but at the same time stylish and worthy of the world's catwalks. We also discovered charity as part of the business model: we direct part of the profit to prosthetics for the military.
Has the vision of what a modern Ukrainian brand should be like changed?
Yes, a Ukrainian brand should be authentic, but global. We are no longer trying to “imitate” Europe or America. On the contrary, we show that Ukrainian fashion can dictate trends: through the power of history, courage and sincerity. A modern Ukrainian brand is a combination of tradition and innovation, emotions and functionality, it is the courage to be yourself in the world.
What are the biggest challenges you are overcoming in production right now?
This is logistics and the stability of production processes. War often complicates access to materials, sometimes you have to change suppliers at very short notice. It is also difficult to keep the team in good shape when everyone has their own personal front. But at the same time, these difficulties temper us: we learn to find non-standard solutions and build a business on trust and mutual support.
What steps do you think are the most important for building a brand that is competitive in the global market?
The first is a clear brand DNA: a unique idea that sets us apart from others. The second is uncompromising quality and thoughtful service. The third is bold PR and participation in key international events, because without it the brand remains local. The fourth is innovation: we think about adaptive clothing, technology and sustainability as the foundation. And finally, humanity: the brands of the future are those that transmit values, not just sell clothes.
What new directions or formats would you like to try in the coming years?
We plan to work more actively with inclusive collections, introducing them as a permanent line in each season. We are also interested in the format of art collaborations – when fashion is combined with music, theater, painting. We want to create not only shows, but art events that leave an emotional mark. In the near future, we have international pop-up boutique formats so that Ukrainian fashion sounds loudly not only in Kyiv or Lviv, but also in Paris, Milan and New York.
