PERSONALITY, a project that unites more than 50 leading Ukrainian brands, presented an advertising campaign for the spring-summer 2026 season. The multi-brand network team chose intellectual minimalism, inspired by the restrained and timeless aesthetics of the 1990s, as the main theme of the season.
Advertising.
“We very carefully choose not only brands for cooperation, but also the selection within the collections,” says Mila Magdiy, founder of PERSONALITY. “And when I looked at the overall picture of this spring season, I realized that it was the laconicism of the nineties that became our main leitmotif – from the signature restraint of BEVZA to the complex shapes of LITKOVSKA.”
In reading the space, items from BEVZA, LITKOVSKA, KATERINA KVIT, Poelle and other brands become a clear example of how, with the help of the right combinations, you can recreate the often mentioned era of intellectual minimalism, which fashionistas from all over the world are turning to again today. “The popularity of the nineties for me lies in their sincerity and simplicity. Today, when the online world is increasingly taking over our lives, we are looking for answers in the last decade to total digitalization,” adds Magdiy. “The designers of that time focused on quality and form, refused the unnecessary, and today, when the visual noise around is going off scale, we are also looking for specifics in things. These values are very close to the PERSONALITY values, which we wanted to reveal with the help of the new campaign.”
