There was a significant uproar surrounding the recent news of Edward Enninful stepping down as editor-in-chief of British Vogue. Meanwhile, the communications team at Condé Nast, the publisher of Vogue, made the decision to delay the announcement of Venya Brykalin’s appointment as editor-in-chief of Vogue Ukraine. This was due to a tragic air strike that had just occurred in the country, and out of respect, they felt it necessary to hold off on the press release for a few days.
I had the opportunity to see Brykalin last week at an event in London, where he was working on a piece by a writer from a small town called Nova Kakhovka. This town had recently experienced flooding after the Kakhovka dam was destroyed. Brykalin had to make last-minute edits to the article as the writer’s father’s house, along with all the family’s belongings, had been submerged.
One of the most surprising aspects of Vogue Ukraine is its existence in the first place. Given the country’s current turmoil, it seems unimaginable that there would be a demand for a fashion magazine. How could an editor tackle such content? However, Vogue Ukraine, founded in 2014 in the aftermath of the Maidan revolution, is not just a glossy magazine. Its editors are stylish, passionate, and fiercely patriotic. Prior to the invasion, they made it a priority to convey to readers and sponsors that Ukraine is separate from Russia. Since the invasion, their focus has shifted to the war effort.
After the invasion in 2022, the print edition of Vogue Ukraine was temporarily put on hold, although the web editors continued their work. The online platform published its first piece on the morning of the invasion, and the team, now spread throughout Ukraine and Europe, continues to report on daily events. The beauty editor, Alyona Ponomarenko, has been covering stories related to psychological help and mental support during wartime. The team has also published articles covering first aid, surviving air strikes, and more recently, floods.
Despite the challenging circumstances, the magazine has resumed production. Its most recent edition, titled “The Road of the Unbreakable”, was a commemorative issue featuring 50 individuals and groups who have contributed to the fight in Ukraine. This includes figures such as Ukraine’s first lady, intelligence officials, athletes, artists, writers, volunteers, and fashion designers. The cover of the magazine, designed by Vasylyna Vrublevska, featured an abstract representation of the Ukrainian flag. The issue sold out immediately and has since been reprinted and distributed globally, garnering significant attention. Vogue Ukraine has become a powerful messenger for Ukraine, as it is one of the few international brands originating from the country that people recognize and trust.
Vogue has a history of publishing during times of war. British Vogue continued to release issues during the Blitz, and its presence became a symbol of resilience and patriotism. Its content at the time included advice on how to make limited resources stretch further and how to navigate daily life during difficult times. Similarly, Vogue Ukraine has adapted its content to reflect the realities of war while also providing a respite for its readers. The magazine’s Instagram feed showcases a blend of military profiles, coverage of events like the Met Ball, street style, and articles on topics such as orphaned babies.
The future of Vogue Ukraine remains uncertain, as the magazine is vulnerable to the same challenges faced by other Ukrainian businesses, such as supply disruptions and mortar attacks. However, the team remains dedicated to their work and the creation of meaningful content. Brykalin emphasizes the importance of delivering helpfulness, humanity, and hope through Vogue Ukraine, reminding us that these values resonate with consumers.
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