UFW x LFW FW24-25: J'AMEMME

Ukrainian fashion brands TAMAR KEBURIA, J’AMEMME and GASANOVA introduced FW24-25 collections at London Fashion Week, February 17, 2024, within Ukrainian Fashion Week International Season FW24-25 that is taking place out of Ukraine due to the full-scale Russian war.

Ukrainian designers continue to create collections under extremely difficult conditions, demonstrating the Ukrainian fashion industry’s strength, resilience and courage. We express our sincere gratitude to the British Fashion Council for supporting the third joint show of Ukrainian designers at London Fashion Week.

The joint show of TAMAR KEBURIA, J’AMEMME and GASANOVA at London Fashion Week is supported by the USAID Competitive Economy Program in Ukraine.

Daring nude sequins and ethereal pleats became the core of J’AMEMME’s FW24-25 collection, called Le solstice d’hiver. Inspired by the works of Ukrainian illustrator Okhrim Sudomora, who portrayed the world of micelles, the collection recreates the authentic shapes and textures inherent in the artist’s works.

“For me, the worlds of art and nature have always been an integral part of each other,” – says Julie Yarmoliuk, the brand’s designer. “This season, micelles, their blend with art and shapes, which are hard to imagine for the human mind, became the basis for transformation and an inspiration for the collection’s colour contrasts.”

The symbolism of the collection’s textures, as well as the lightness and geometry of the lines, also highlight the brand’s recognisable codes – architectural forms that emphasise tenderness and sensuality. A contrasting shade palette of burgundy, blush and black, with an occasional sequin sparkle, sets the tone for the future cold season. With a harmonious balance between structural complexity and elements of flowing fabric, the brand brings to life their view of the intersection of the worlds of nature and art.

SHOW CREDITS
PR Agency: IPR London
Production: Blonstein Creative Production
Casting Director: Varvara Barto
Hair By Philip Haug For Schwarzkopf Pro
Makeup By Michelle Webb For AOFMPro Using Dermalogica
Catering: Cream.Dream London
In-house photography: Chris Yates
Project Partner: UA in UK Community