Ukrainian designer Yuliya Magdych combines Ukrainian traditions and modernity. 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.
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“I want to stay with the symbols and the embroidery, and I want to stay with the soul work. I think that if you touch the piece, you will feel something in it.”
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.
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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.
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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.