Love & The City: Beauty and femininity seduce and conquer New York during fashion week thanks to Fashion 4 Ukraine
IRA LYSA by Iryna Lysa
As I was walking in the very heart of Wall Street, the epicenter of hustling and bustling New Yorkers, finance bros and yoga gals, tourists, and delivery boys, the air started to smell like sweet roses. Bright red colors, long legs, beautiful dresses, glossy lipstick, mascaraed eyes, and soft jazz notes started enveloping the atmosphere, and - all of a sudden - I was transported to a Hollywood set.
A frenetic coming and going of photographers, gorgeous women, waiters, fashionistas, and designers surrounded me as I was recording my video for Livein Magazine, and, a bit overwhelmed, I reached my seat, front row, to attend the fashion show.
That amazing stage was the “Love & the City” New York Fashion Show organized by Fashion 4 Ukraine and its founder and lead producer, Olga Ivanidi.
I had already attended their last September Fashion Week show, and I was captured by the quality of the designs and creations, the soft and gentle femininity displayed by all the Ukrainian women protagonists, and their resilience in pursuing beauty and entrepreneurship in such a hard time for their home country.
But this time, Fashion 4 Ukraine really blew my expectations.
It was a breath of fresh air to attend a fashion show simply focused on what fashion should be: original handcrafted creations aimed at making a man or a woman feel special, beautiful, or handsome, and better about themselves, joining a trend while expressing their own individuality.
After the show, I reached out to Olga Ivanidi, Founder and Executive Producer of Fashion 4 Ukraine and “Love & the City” for her personal take on the experience.
Olga Ivanidi - Founder of Fashion 4 Ukraine - Producer of “Love & the City” NYFW ‘25 event
“The second season of our show was truly unforgettable— a milestone moment for F4U! What started as just my vision - to bring together Ukrainian and American beauty and fashion professionals in NYC - has now become a powerful reality.
One of the most rewarding moments for me was creating the promo materials and feeling the incredible support of our team. Huge shoutout to the amazing Anna Karahodova, our Communications Director, Olha Kovalchuk, our Media Director, and Peyton North, Executive Producer of season 2, for their dedication and talent!
For me, F4U represents everything I’ve been working toward for years - from my background in business and journalism to my experience modeling across the U.S. This isn’t just a project; it’s my purpose. And now, it’s time to give back to the land that shaped me on an even bigger scale.
But our show isn’t just about fashion; it’s about storytelling. Before each runway, we bring the designers’ creative journeys to life through powerful visuals, giving a ‘face’ to every design and a deeper connection to the U.S. audience.
But that’s not all! We’re building a thriving beauty and fashion community, creating real networking opportunities, and connecting designers with buyers and retailers. And guess what? Season three is already in the works! I can’t wait to discover the next wave of incredible Ukrainian and American talent. If you’re a designer ready to make your mark, contact me directly @openyournola or on the F4U page @fashion4ukraine!”
Last but not least, Fashion 4 Ukraine is about more than just style. It’s about making an impact. Net proceeds from the event will support Bird of Light Foundation, helping children affected by the war in Ukraine https://www.birdoflightukraine.org/ and New Horizons Hub, providing IT training and mental health support for Ukrainian military personnel. https://www.horizonshub.org.
Here is a comprehensive overview of the event.
CELEBRATING ARTISTRY, HERITAGE, AND FEMININITY: DESIGNERS SHAPING MODERN FASHION
The fashion world thrives on innovation, artistry, and deeply personal storytelling. At the heart of this ever-evolving industry, certain designers emerge not only as creators but as visionaries who redefine femininity, strength, and cultural heritage. From luxurious lingerie to evocative couture, each of these brands carries a unique narrative, proving that fashion is far more than fabric—it is empowerment, expression, and emotion.
SARASVATY LINGERIE by Olena Knyr
For over a decade, Olena Knyr has elevated the art of lingerie and stagewear to an unparalleled level. Every piece in her collection is a testament to exquisite craftsmanship, meticulous hand-sewn detailing, and a keen understanding of how fabric should embrace the body. Her creations are not merely garments; they are intimate statements of confidence, sensuality, and elegance. Having immigrated to the U.S. after the war in Ukraine, Knyr continues her mission of empowering women through meticulously crafted, made-to-order lingerie. Her work has graced major fashion platforms, including New Orleans Fashion Week, Dallas Fashion Week, and New York Fashion Week, cementing her brand’s presence in the world of high-fashion lingerie.
Instagram: @sarasvaty_lingerie
MARY WITCH CORSETS
Corsetry is an ancient art, but in the hands of Maria Dusheiko, it becomes a modern masterpiece. Mary Witch Corsets is not just about structure and support; it is about making bold, unforgettable statements. Each piece in her collection embodies power and delicacy in equal measure, celebrating femininity with an edge. Her latest show-stopping designs, in collaboration with jewelry designer Creepy Yeha, evoke a sense of mystery and allure—an embodiment of strength wrapped in intricate detailing and striking aesthetics. Dusheiko’s corsets go beyond fashion; they are sculptural works of wearable art, demanding attention and admiration.
Instagram: @marywitch.corset Etsy Shop: Mary Witch Corset Instagram: @creepyyeha
GOYA CONCEPT
A seamless blend of Ukrainian heritage and contemporary fashion, Goya Concept is a brand that speaks to identity, tradition, and modern elegance. Founded in Turkey in 2022 by Ukrainian designer Julia Shishman, the brand embraces cultural storytelling through bold silhouettes and rich textiles. Each piece is a reinterpretation of traditional motifs, transformed into sophisticated fashion that allows women to carry their heritage with pride. Goya Concept is more than just a label—it is a movement that celebrates heritage with a fresh, cosmopolitan touch.
Instagram: @goyaconcept.ua Website: Goya Concept
IRA LYSA by Iryna Lysa
Sustainability meets elegance in the collections of Iryna Lysa. Her brand, IRA LYSA, reimagines luxury with a commitment to eco-friendly practices, crafting an exquisite linen wardrobe designed for timeless wear. Every piece exudes effortless sophistication, blending comfort with refined aesthetics. Lysa’s designs are not just about fashion; they are about making conscious choices—embracing sustainability while maintaining an uncompromising sense of style.
Instagram: @ira_lysa Website: Ira Lysa
YUDAEVA COUTURE by Anna Yudaeva
Anna Yudaeva’s couture journey is one of resilience, passion, and artistic mastery. Originally founded in 2015 in Irpin, Ukraine—a city devastated by war—her brand became renowned for its breathtaking “beaded tattoo” gowns, intricate embellishments, and historical influences drawn from the Renaissance and Victorian eras. Now based in the U.S., Yudaeva remains steadfast in her dedication to couture, ensuring that her latest collection, the "Cupid" Collection, remains deeply connected to her homeland. Featuring five stunning gowns in shades ranging from deep violet to fiery red, the collection, hand-crafted in Ukraine, celebrates passion, romance, and feminine allure with delicate silhouettes and opulent detailing.
Instagram: @yudaevacouture
MUSE & SENSIA
Hailing from Zurich, Switzerland, Muse & Sensia stands as a beacon of modern elegance and fearless self-expression. The brand’s latest collection pushes the boundaries of sophistication, offering a contemporary redefinition of luxury. Their signature innovation, the Musa Bag, is a ‘bag-within-a-bag’ concept that transitions seamlessly from minimalism to refined grandeur. Crafted by Italian artisans from the finest Napa and full-grain leather, Muse & Sensia merges high fashion with unparalleled craftsmanship, making each accessory a symbol of artistry and empowerment.
Website: Muse & Sensia Instagram: @muse_sensia_official
OLYA MAK BRIDAL
For brides who seek more than just a wedding dress, OLYA MAK Bridal offers a transformative experience. Since its inception in 2015 in Lviv, Ukraine, the brand has been at the forefront of contemporary bridal fashion, redefining tradition with modern innovation. Today, OLYA MAK’s collections are available in 28 countries, bringing a fresh, fashion-forward vision to bridal couture. For those in the U.S., the latest collection can be found at Ira’s Bridal Studio in Hoboken, NJ—where dreams become reality in the form of exquisite, one-of-a-kind wedding gowns.
Instagram: @olyamak_wedding Instagram: @irasbridal
BELLANITA INTIMATE
Lingerie should be more than just intimate apparel—it should be a celebration of self. Dr. Assia Zanat, founder of Bellanita Intimate, understands this philosophy deeply. Her brand specializes in luxurious, customizable lingerie that embraces individuality and personal desire. Every piece is handcrafted to ensure the perfect fit, enhancing both confidence and comfort. Bellanita Intimate is not just about what lies beneath—it is about how women feel in their own skin, embracing their sensuality with unapologetic elegance.
Instagram: @bespoke_lingerie_brooklyn
Each of these designers has carved a distinctive path in the fashion industry, bringing their own unique philosophy, heritage, and artistic expression to life. Whether through evocative couture, sustainable luxury, or avant-garde accessories, they redefine what it means to be a modern woman—strong, stylish, and endlessly inspiring. Their creations are more than just garments; they are narratives woven with passion, resilience, and the pursuit of beauty.
“SHOPPING IS JUST CARDIO WITH RECEIPTS” — Joseph Ralph Fraia
This second event by Fashion 4 Ukraine was enriched by the presence of vendors who displayed their unique creations for sale. Let’s get to know them better.
KATERYNA: Timeless, resilient elegance
Already a designer from season 1, we represented her collection again at the pop-up shop in season 2. KATERYNA featured designs from the war zone in Ukraine and created her "REBORN" collection with recycled materials and no sketches to give new life to elegant gowns and dresses.
KATERYNA on Instagram
HARNA: Poetry in Embroidery
A cap is never just a cap when HARNA is involved. This brand elevates headwear to the realm of high art with exquisite hand embroidery featuring Ukrainian poetry and delicate illustrations by the talented Oksana Sydorchak. Every HARNA piece is a tangible embodiment of Ukraine’s literary and cultural heritage, transforming fashion into a canvas for storytelling. Their meticulous embroidery stitches together the past and present, ensuring that Ukrainian verbal art finds a place not only in books but also in daily fashion.
HARNA on Instagram
Bilka: Wearable Canvases of Expression
Hand-painted fashion is a testament to individuality, and Bilka, founded by Khristina Vasilevska, brings this concept to life through her intricate designs on T-shirts and hoodies. Each piece is not merely a garment but a carefully curated artistic expression, ensuring that no two items are ever identical. With each brushstroke, Bilka transforms everyday wear into a celebration of self-expression, making art an essential part of one’s wardrobe.
Bilka on Instagram
Ira Lysa: The Art of Accessories
A true visionary, Ira Lysa merges elegance with statement-making design through her hats and jewelry. Showcasing both new creations and past collections, her work speaks to those who appreciate accessories as more than mere embellishments—they are bold declarations of identity. Whether through an impeccably sculpted hat or a striking piece of jewelry, Ira Lysa’s designs honor the craftsmanship that defines luxury with a personal touch.
Sarasvaty Lingerie: Timeless Intimacy
Luxury lingerie should be both indulgent and empowering, and Sarasvaty Lingerie understands this balance perfectly. Presenting select pieces from past collections, the brand’s designs embrace femininity with fine fabrics and impeccable cuts. Each set tells a story of refinement and sensuality, proving that true elegance begins at the foundation of every wardrobe.
Lonza: Ukrainian Footwear with a Global Vision
With headquarters in both Kyiv and New York, Lonza is a footwear brand that bridges Ukrainian craftsmanship with an international audience. Their latest spring collection is a testament to modern design infused with timeless quality. Prioritizing comfort without compromising on style, Lonza's footwear is designed for those who appreciate versatility and impeccable construction. This is not just footwear; it is a movement—one that brings Ukrainian fashion onto the global stage.
Lonza on Instagram
VIVASAN USA: Wellness Meets Beauty
Beyond fashion, holistic well-being plays a crucial role in personal style, and VIVASAN USA champions this philosophy with its range of organic nutritional supplements, essential oils, and personal care products. Certified with GMP standards, the brand ensures that self-care is rooted in quality and integrity. In a world where beauty and wellness are deeply interconnected, VIVASAN provides the essentials for those who prioritize both inner and outer radiance.
VIVASAN USA on Instagram
From hand-embroidered poetry to art-infused garments, sculpted accessories, and wellness essentials, these Ukrainian brands are redefining the boundaries of fashion and self-expression. Each one tells a unique story of heritage, craftsmanship, and creativity—proving that fashion is not merely about what we wear, but how we communicate our identity to the world.
IT’S SHOWTIME!
The cherry on top of this unforgettable edition of Fashion 4 Ukraine was the entertainment.
The first and most honorable mention goes to the show's two amazing producers and hosts, Olga Ivanidi and Peyton North.
Peyton North. (left) and Olga Ivanidi (right)
Their chemistry and synergy on the stage were electric, and they delivered a fun and entertaining performance that dazzled the audience.
The evening was delighted by an amazing DJ and two musical complements, Riley Lai Nelet and a Jazz quartet led by Markiian Krysa.
Returning to F4U for the second time, DJ Steez kept the runway vibe smooth with his upbeat sets. As the founder of SteezGeek, the Brooklyn-based entrepreneur blends music and fashion to inspire self-expression and unity.
SteezGeek on Instagram
Riley Lai Nelet is a 17-year-old American actress, singer, model, and musician from Los Angeles, California. She began her acting career at the age of eight, debuting in the short film "Tortoise" in 2015. She gained further recognition for her role as Young Reileen Kawahara in the 2018 Netflix series "Altered Carbon." More recently, she starred as Erin Tieng in the 2022 series "Paper Girls." In addition to her acting career, Riley is also a singer and musician, proficient in vocals and guitar.
Markiian Krysa is a talented jazz drummer and leader of a jazz quartet. He has performed in venues such as the 32JazzClub in Kyiv, Ukraine. One of his notable performances includes a solo rendition of "Little Jazz Waltz" at the National Philharmonic of Ukraine. He has also recorded pieces like "South Kensington" with his quartet, showcasing his skills in jazz performance.
SUPPORTERS & SPONSORS
Livein Magazine and JRF Studio by Joseph Fraia were very proud to be media sponsors and official partners again for this incredible event, and they will continue to do so.
The show also would not have been possible without the incredible sponsors that supported the show:
Flowers Central Jersey, donated live roses and bouquets for designers
https://www.instagram.com/flowerscentraljersey
Salvini Flow, florist who assembled live rose decorations
https://www.instagram.com/salvini.flowflowers
Food for models and cocktail hour bar presented by Veselka restaurant.
https://www.instagram.com/veselkanyc
Chocolate-covered strawberries by Natalis Art Cakes.
https://www.instagram.com/natalis.art.cake
Digital screen and lights by Geometria Media Company
https://www.instagram.com/geometria.us
IBFA (International Beauty & Fashion Association) - MUA and HS sponsor.
https://www.instagram.com/ibfaorg
Farewell
What else to say. That we are all excited for the next chapter of this incredible fashion endeavor, and Livein Magazine will be there to report and share love, positivity, and hope.
Reach out to our staff if interested in our coverage of your event!
Photos by @jrfstudio - jrfstudio.com
Article by Joseph Ralph Fraia
Senior Contributor - Livein Magazine - @livein_magazine - livein-magazine.com