"Someone Loves Someone" -
a joint collection by Nadiya x
Etnodim

In collaboration with the *Nadiya brand and its founder Nadiya Shapoval, we presented a line of embroidered clothing and accessories. The collaboration became the embodiment of the centuries-old aesthetic and sensual experience of Ukrainians.

The primary inspiration for the collection was the correspondence between the prominent writers Lesya Ukrainka and Olha Kobylianska. For 14 years, they were united by warm, veiled letters and rare meetings.

A sensual feature of the authors' correspondence is the use of the third person instead of the first: "someone" and "somebody".

*Nadiya is a Ukrainian brand that embodies the practices of traditional production in modern consumer and decorative products.

We borrowed the final sentence of this letter for the title of the collection.

Another source of our inspiration was the era of poetic Ukrainian cinema in the second half of the 20th century. In a short scene of the film Babylon XX directed by Ivan Mykolaychuk, a white embroidered shirt is seen, which became the prototype of the shirt of the same name, Babylon XX.

The pieces from this collection are suitable for everyday use as well as for celebrations, including weddings.

A long-forgotten accessory became a purely wedding attribute - a wax wreath, which we recreated thanks to the handmade work of Olena Mityurina, a craftswoman from Kirovohrad region.

Couture, manual processing of materials, painstaking cutting and richelieu techniques, careful work on finding, buying and understanding ethnographic prototypes are the distinctive features of the Nadiya x Etnodim collection.

The campaign for the collection "Someone Loves Someone" was shot by Olena Yemchuk on the Greek island of Idra. Yemchuk is a world-renowned photographer and artist with Ukrainian roots. She studied art at the private Parsons School in New York and photography at the ArtCenter in Pasadena. She has worked for the New York Times, Vogue, Another, and the New Yorker.

In addition to an online release on the website, social media, and publications, the collection was available in a two-day pop-up format. A greenhouse was set up on one of the lawns of the Landscape Alley, which served as a temporary showroom and background for the photos from the event.

Guests of the event were able to try on clothes and accessories, learn more about the meanings behind the products, and attend themed public talks.

The speakers of the public talks were: Nadia Shapoval, founder of the Nadiya brand and researcher of Ukrainian culture; Natalia Kryvda, Doctor of Philosophy, public intellectual and professor at the Department of Ukrainian Philosophy and Culture at Taras Shevchenko National University of Kyiv; Bohdana Neborak, journalist, lawyer, cultural manager and host of the podcast "Untitled"; Myroslav Layuk, writer, author of the books "Metrophobia", "Babornya", etc.

The pop-up format is the first such experience for Etnodim. We recall with a smile the atmosphere of that July weekend, cherish the warm feedback about the collection and are grateful for the guests' sincere interest in the revival of Ukrainian culture.

The "Someone Loves Someone" collection is already available on etnodim.ua, nadiia.world, and in our stores:

58, Verkhniy Val, Kyiv
4, Ivan Fedorov Street, Lviv