Being trend-averse is a formula that works for Magdych, the first Ukrainian designer to be represented at Selfridges; her line is also carried by Moda Operandi. Her aim is “to make something very special.” As her business grows, Magdych is increasing her offerings, adding demi-couture, for example, but some things, she says, will never change.
With Yuliya Magdych it runs in the family: Julia’s grandmother was into waving and produced homespun cloth, Julia’s mother embroidered it, and it was the family tradition to celebrate the holidays wearing hand-embroidered shirts. Later, mother taught Julia different embroidery techniques and told her about the energy of embroidery, its symbolism and the power to protect the wearer. So the family tradition, a vibrant personal style, and a desire to rethink Ukrainian national costume aesthetics inspired Julia Magdych to create her own fashion brand.