Angel For Fashion is a digital platform promoting the Ukrainian fashion industry.
Two and a half years following the Russian invasion, the people of the besieged nation of Ukraine continue to forge on with everyday life as best as they can. And that means many businesses continue to operate, supporting the local economy and keeping hope alive in the face of adversity.
In the midst of this tumult stands Jen Sidary, a fashion luminary born in America but with a rich multinational background (she holds Italian citizenship, and her mother descends from Ukrainian and Polish Jews). Her response to the devastation has been to launch Angel For Fashion, a digital platform that allows people from around the world to discover, shop and thereby support the Ukrainian fashion industry.
Jen Sidary launched Angel For Fashion in response to the Russian invasion of Ukraine.
During the throes of the Covid pandemic in November 2020, Sidary stood at a pivotal career crossroads. The e-commerce expert moved from California – where she had worked at Informa Markets, Zappos and Vivienne Westwood, among other luxury brands – to Kyiv. Here, she immersed herself in Ukraine’s fashion industry, guided by her confidante, French American CEO of Unit City Dominique Piotet.
As Sidary delved deeper, she discovered a treasure trove of untapped talent. Ukrainian designers were ready to ignite a renaissance within their fashion community. Sidary collaborated with the USAID Competitive Economy Program (USAID CEP) to help shine a spotlight on Ukrainian brands on the global stage, showcasing them at the New York, Paris, and Milan Fashion Weeks.
Then, in February 2022, during a Ukraine fashion event in New York, the specter of the Russian invasion loomed large. Sidary’s hopes of shipping garments back to Ukraine dimmed. So, she brought four of the six designers’ collections to her one-bedroom home in Los Angeles, and also extended a lifeline to renowned Ukrainian designer Valery Kovalska by offering to host her there.
The bond between Sidary and Kovalska quickly blossomed amidst the adversity, and they determined that they should unite to support Ukraine and its fashion industry. The seeds of Angel For Fashion were sown. Just a few weeks later, on March 13, 2022, the online platform launched, showcasing 30 Ukrainian fashion designers and over 800 products.
Angels For Fashion has quickly become Sidari’s life purpose, promoting the humanitarian aspects of … [+]
Today, Angel For Fashion stands as a testament to Sidary’s unwavering commitment to Ukraine, showcasing 40 brands and over 1,800 styles to a global audience. The online platform has attracted visitors from over 200 countries worldwide and 100,000-plus unique visitors, heralding the dawn of a new era for Ukrainian designers.
“I dreamed of selling my designs to wholesale buyers worldwide. Since I teamed up with Angel for Fashion, we have received orders from retail stores in the United States, Germany, France, Italy, Egypt, Moldova, Belgium, Mexico, and Kuwait. I am still here in Kyiv, producing orders to keep the economy strong even while we fight for our freedom,” says Kostiantyn Omelia of Omelia.
“Kyiv, the capital of Ukraine where I live, is shelled many nights. We create clothes to the sounds of air raid sirens and explosions,” remarks Daria Plaksiuk of PODYH. “We are all deeply traumatized and live in constant stress. Despite all the horror of the war, I still have hope that the day will come when the anthem of Ukraine’s victory will be heard.”
“At this moment and after my most recent visit to Ukraine in mid-April 2024, my passion for fashion is overshadowed by the need for survival,” said Sidary in an exclusive interview with me. “I never thought that by dedicating my life to the fashion industry, I would completely transform and become such an advocate for supporting people’s freedom in the world. I have felt for many years that the success I have had in my career was built on relationships, and now I know this to be entirely accurate. It’s the people who change and shape our lives, not a new dress or pair of shoes.”
Sidari has become a vocal proponent for the freedom of Ukraine and all people’s worldwide.
Sidary continues, “Angelforfashion.com was initially built to help Ukrainian designers survive the war in their country. Still, it has achieved a higher purpose by motivating the companies to bring their employees back to work and enabled them to continue paying a predominantly women-run industry. The website and the showrooms have united the fashion industry in Ukraine. It’s a more significant mission than I could have ever dreamt of when I was creating it those first thirty days of the war, and for the rest of my career, I will continue to fight to help Ukraine survive and thrive as a country free of dictatorship.”
“The war is like an endless, horrifying nightmare,” says Elena Reva of ElenaReva. “But gradually, we adapted and found the strength to continue creating. Ukraine has a unique identity, a rich history, a diverse culture, and stunning natural landscapes. I love Ukraine; it is my home, my source of strength. We will dontinue to work and create despite the ongoing war.”