The capsule collection includes two themed unisex shirts dedicated to Nova Khata magazine, a print media publication for intelligent women of the last century.
Our team was inspired by the history of the magazine's creation, because at that time it was already innovative, printed in Ukrainian, visually stylish and progressive, carrying an ambitious ideological goal:
To dissuade Ukrainian women from reading Polish magazines.
Highlight the main issues of the women's movement.
- To show Ukrainian readers Western European and global manifestations of emancipation.
In its second year of existence, Nova Khata went beyond being just a women's magazine and became a ‘magazine for nurturing home culture.’
The authors made considerable efforts to popularise and develop Ukrainian folk art: ‘so that it would become an essential part of our daily lives, not just on holidays.’
Created a magazine for a generation of progressive and successful women:
Maria Hromnytska, a banker and social activist, edited the publication from 1925 onwards, with breaks for co-editing in various years.
From 1926 to 1930, Maria Furtak-Derkach, a translator and researcher of Lesya Ukrainka's works, was the editor of the publication.
Publicist and journalist Lydia Burachynska-Rudyk co-edited Nova Khata from 1930 to 1939.
The visual appearance of ‘Nova Khata’ was created by young and already well-known artists Galina Mazepa, Olena and Olga Kulchytsky, and others.
Among the authors was Dr. Sofia Parfanovich, the first Ukrainian female student at the medical faculty of Lviv University.
Sofia Yablonska, who is well known today, also contributed to Novaya Khata.
The magazine Nova Khata is a symbol of the cultural struggle for Ukrainian identity, which echoes our contemporary history.
The editors brought their audience closer to traditional Ukrainian style and taught them to integrate this style into the fashion of the time.
This is what appeals to Etnodim, because it is one of our values.
We present shirts dedicated to the unique magazine of the 1920s and 1930s. The ornaments are interpreted from the magazine cover and from the pages of Nova Khata. These are shirts for women who do not tie their style to gender perceptions of clothing and do not fit their images into social frameworks.
This conceptually aligns with the philosophy of the magazine, which gave women advice on housekeeping, introduced them to new trends and political rights, and promoted emancipation and gender equality.
‘By choosing Nova Khata magazine as a source of inspiration, we want to draw attention to the history and fate of women who sought to make the world a better place during difficult times,’ comments our designer Yulia Yefimchuk.
The Nova Khata 1925 shirt is made of linen, has a loose fit and buttons. The shirt is cherry-coloured with a monochrome black pattern. It has long set-in sleeves with dropped shoulders. The cuffs are embroidered and fastened with buttons. It has a classic collar decorated with embroidery.
The cover of the magazine ‘Nova Khata’, issue No. 3, 1925, served as the inspiration for the ornament.
The Nova Khata 1930 shirt is made of linen, has a loose fit and buttons. The shirt is black with a monochrome red pattern. It has long set-in sleeves with dropped shoulders. The cuffs are embroidered and fasten with buttons. It has a classic collar decorated with embroidery.
The postcard ‘Vzory Poltavski’ (Poltava Patterns), which the magazine's editorial staff gave to its subscribers, was used as the basis for the design of the Nova Khata 1930 shirt. The basis of the ornament was monochrome red embroidery with a graphically stylised flower.
The magazine Nova Khata was a periodical for Ukrainian women published in Lviv from 1925 to 1939. Etnodim respects this publication as a witness to our historical past, and we want to draw attention to the stories and fates of women who sought to make the world a better place in difficult times.
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Follow this link to view the digitised archives of the Nova Khata magazine.
