On November 13, the eighth Vogue Ukraine Conference will be held at the UNIT.City innovation hub in Kyiv — an occasion that annually gathers the most prominent figures from the fashion, beauty, and technology sectors for discussions about the industry’s trajectory. This year, the conference expands its scope: Vogue Ukraine becomes one of the initial international publications to participate in the worldwide Forces of Fashion initiative, under the guidance of Anna Wintour and the Condé Nast publishing group.
Vogue Ukraine Conference: Forces of Fashion 2025 serves as a versatile platform encouraging open exchange on the principal challenges and possibilities within today’s world. Central themes encompass overarching trends shaping the future of the business, necessitating novel approaches to brand evolution; the emerging cohort of leaders defining styles and impacting prevailing aesthetics; the reimagining of luxury and the shifting landscape of retail, which is establishing updated norms for engaging with a selective viewership.
Tiffany Gill, Creative Director, Founder, Trend Suite
Among the featured speakers at the event is Tiffany Gill, Creative Director and Originator of Trend Suite. A trailblazer boasting over 25 years in trend prediction, she possesses a distinct grounding in both commercial and upscale domains. Her insights enable brands to more effectively discern consumer habits and develop offerings that fuse imagination with commercial viability. Leading up to the conference, Tiffany communicated her reflections on the metamorphoses occurring within the fashion realm — from shifting principles to the evolving function of inventiveness.
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— You analyze alterations in culture and consumer mindset. What indication do labels most commonly misread or disregard currently?
One of the foremost clues that companies are dismissing now is emotional weariness. Individuals are saturated with data, content, and ongoing involvement with it, therefore, instead of a persistent bombardment of communications, they are seeking serenity and lucidity. Numerous labels persist in conflating “engaging with their followers” with “incessant action.” They endeavor to remain noticeable every instant, supposing that this forges customer fealty. Nevertheless, today’s shoppers do not desire their lives filled with clutter. People expect establishments to grasp the situation: when to articulate something significant, and when it is preferable to remain quiet. At present, genuine opulence is not the abundance of substance or scope, but emotional congruence.
— Nowadays, every brand possesses equitable access to analytics and trend predictions. Given these circumstances, what aids enterprises in preserving authentic distinctiveness and piquing audience interest?
Originality in contemporary fashion consists not in how swiftly a company detects patterns, but in its approach to understanding them. The tangible discrepancy is not in unearthing something recent, but in the knack for reconsidering what others are perceiving. When all entities have similar figures and analyses, the label’s viewpoint turns pivotal—its principles, sentiments, the demeanor with which it addresses its following. Concepts might be concurrent, though the rendering is inevitably special. It is this aspect that molds the brand’s identity.
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— In your perspective, what wields greater influence over consumers today — values or aesthetics? Or have values potentially morphed into the updated aesthetics?
Indeed, principles have metamorphosed into the innovative aesthetics. Currently, individuals are attentive not merely to the visual allure of objects, but chiefly to their inherent meaning. Design at present has transitioned into the vocabulary of ethics: the selection of resources, the mode of interaction, visual resolutions, and even a brand’s tone of voice portray its principles and stance regarding the world. Allure devoid of essence no longer engenders an emotive rapport. Contemporary shoppers are pursuing principles that echo their individuality. Hence, at this juncture, principles dictate our desires and aspirations.
— What aspects render objects genuinely coveted nowadays — and how has that shifted over the preceding five years?
The yearning for an item presently transcends benchmarks of status or valuation. It pivots on the essence — on the underlying factors: the premise, the narrative, the sentiment. Individuals no longer seek merely to possess an extravagant object, they aspire to hold something that resonates personally. Labels radiating acumen, candor, and a resolute perspective foster confidence — and that is the rationale behind people’s desire to associate with them. Yearning no longer equates to excess or pretentious luxury — it entails emotive profundity, caliber, and mindful deliberation. Within fashion, akin to culture on a grand scale, a paradigm shift is unfolding — individuals are not in search of what is fashionable and prevalent, but rather what holds significance.
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— Will a post-trend phase ever materialize, wherein individuals utterly forgo the aspiration to be “on trend”?
We are witnessing initial indications of this phenomenon already. Consumers are not relinquishing trends — they are merely relinquishing uniformity. Currently, being “on trend” denotes being in alignment: with one’s own self, with the prevailing culture, with the given juncture, with one’s disposition. The prospect will not be a departure from trends — it will be a move beyond replication, as each individual expresses themselves with genuineness.
— Regarding Gen Z and Gen Alpha, what facet of their trend assimilation concerns you the most?
My foremost concern revolves around the celerity of affective exhaustion. Among the Gen Z and Gen Alpha demographics, trends metamorphose at such a rate that even emotions have transitioned into a commodity – they are encountered and “utilized” mirroring the intake of novel content. Optimism, irony, nostalgia – all of this transmutes into ephemeral patterns that swiftly wane. They are impeccably attuned to the culture, yet such velocity curtails their prospect of attaining a fundamental and substantial breadth of exposure. As emotions integrate into the trend, individuals commence experiencing them not authentically, but rather “for the facade”. And that is when the richness diminishes – in lieu of genuine sentiments, merely conspicuous self-expression bereft of meaning persists.
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— Having predicted people's aspirations for numerous years, what continues to astound you regarding humanity?
It still astonishes me by virtue of how capricious people can be. Irrespective of all of the analytical data across the world, yearning remains an emotive and aberrant factor. Individuals possess the capacity to evolve instantly – that essence sustains the vibrancy of both fashion and culture. Ultimately, the shared ambition persists – to undergo an authentic encounter, an event imbued with significance that leaves an enduring impression, rather than solely a pattern.
— What aspect fundamentally fuels the perpetual evolution of fashion — apprehension, ennui, or anticipation?
All three components are in play. Although, anticipation steers fashion ahead. Apprehension and ennui may act as the stimuli for change, yet solely anticipation defines the orientation. Fashion surpasses merely refreshing inventories within shops seasonally; it embodies the conviction that innovative facets can enrich us, instill greater assurance, and engender further harmony. It remains anticipation that propels each reevaluation, and it shall eternally constitute the nucleus of ingenuity.
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CONFERENCE PARTNERS
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Fashion partner: UGG, the renowned California brand that transformed ease into style. UGG delivers an exclusive sensation of solace and motivates legions of individuals to embrace their true selves.
Alcoholic partner: Don Julio, a tequila brand enriched with a heritage. Exceptional essence and authentic Mexican fervor are contained in each bottle.
Beauty partner: Vichy Laboratoires represents a French dermatological cosmetic marque, employing cutting-edge advancements and furnishing pioneering remedies for complexion and tresses that exude vitality.
Financial partner: Sense Bank signifies a state-operated banking establishment that secures prominent standings across all divisions of the Ukrainian financial landscape. Sense Bank dynamically instigates and upholds ventures within the domains of visual, scenic, musical, and cinematic expressions.
Innovation Partner: Mriya Production, an enterprise specializing in Ukrainian technology, devotes its efforts to crafting virtual realms intended for videos, interactive gaming, and events staged globally.
Location: UNIT.City, the preeminent innovation hub within Ukraine, has been conceived to bolster technological entrepreneurship and inaugural ventures, amalgamating administrative quarters, research installations, academic institutions, residential sectors, as well as collaborative workspaces.
