Ukraine’s creative community is seeking to keep its economy afloat amid the Russian invasion by harnessing consumer power. Before the war, Ukraine was renowned for its fashion, art, and design. Now, designers and artists are launching initiatives to support each other, such as websites promoting Ukrainian brands and the Ukrainian Emergency Art Fund, where people can donate to support artists.
The founders of Spend With Ukraine, Yaroslav Azhnyuk and Andrey Klen, believe buying Ukrainian is crucial to supporting the economy and ultimately winning the war. Anna October, a fashion designer on Spend With Ukraine, donates 30% of sales to the Children’s Emergency Fund. The goal of these initiatives is to help Ukrainian creatives and industries stay afloat and bring a sense of normality. To sustain the program, Klen emphasizes the importance of getting the word out and increasing demand.