Despite the challenges posed by ongoing conflict, Ksenia Schnaider showcases her latest collection in Kyiv, blending fashion with resilience and digital culture.
KSENIASCHNAIDER, an innovative fashion brand based in Kyiv, recently showcased its new collection during Ukraine Fashion Week against the backdrop of ongoing conflict. Founded in 2011 by designers Ksenia and Anton Schnaider, the brand first garnered attention in 2016 with its distinctive demi-denim jeans, which blend two different models into one piece. Over the years, KSENIASCHNAIDER has become a favorite among fashion enthusiasts, including notable figures such as Bella Hadid and Gigi Hadid.
Ksenia Schnaider reflected on the challenges of sustaining a fashion brand during wartime. In an interview, she shared that the start of the war left her feeling as if the fashion world would never resume. “At the beginning of the war, it seemed like we would never be able to work in fashion again – everything felt meaningless,” she said. However, after a month of stagnation, her team reached out to express their desire to continue creating. Despite the ongoing stress of living in a war zone, Schnaider found the motivation to sketch new designs, resulting in three collaborations with adidas Originals and other collections for KSENIASCHNAIDER.
The brand maintains production in Ukraine, highlighting the importance of preserving jobs and financial stability during such tumultuous times. Schnaider emphasized her commitment to producing all clothing within the country, stating that it provides a sense of normalcy for the workforce despite the ongoing airstrikes and danger. “When you purchase our clothing, you are literally offering incredible support to those people,” she noted, expressing gratitude to customers for their support.
The recent autumn/winter 2025 collection was presented live in Kyiv, simultaneously showcased in an interactive digital space accessible online. This approach was suggested by the Ukrainian Fashion Week organizing committee to adapt to the conditions that prevented many from attending in person. Anton Schnaider played a crucial role in realizing this concept through his expertise in digital platforms.
In discussing the collection’s inspiration, Ksenia Schnaider revealed that it features two distinct lines: one commercial collection intended for buyers in Paris and a smaller, more artistic series showcased in Kyiv. The artistic collection diverged from convention, adopting square silhouettes that draw from the aesthetics of digital avatars in games like Roblox and Minecraft. “We challenged ourselves to create clothing that was literally square in shape,” Schnaider explained, emphasizing the blend of fashion and digital culture in their design process.
Within the collection, Schnaider expressed a personal affection for the square boxy jeans and a particular square denim top she plans to wear with floral skirts or dressy trousers. Although not a gamer herself, the designer acknowledged her exposure to gaming culture through her teenage daughter and the creative input of her partner, Anton.
The atmosphere during Ukraine Fashion Week was a reflection of the ongoing conflict, with Schnaider noting the presence of drone attacks throughout her preparation period for the event. “In the morning, you wake up and feel gratitude just for being alive,” she described, illustrating the stark contrast between daily life and the pervasive sense of danger. Despite the challenges, she observed a palpable resilience among attendees. “People consciously strive to celebrate life, appreciate beauty, and find joy in small things,” she remarked, capturing the spirit of defiance among those who continue to navigate the realities of life in Kyiv.
As the brand moves forward, KSENIASCHNAIDER aims to remain a beacon of creative expression and resilience, reflecting both the challenges and inspirations drawn from the current circumstances in Ukraine.
Source: Noah Wire Services
