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MODERN WOMANHOOD

MODERN WOMANHOOD

/ Kyiv, Ukraine /

An art museum with empty frames in the epicenter of the war became the location for a fashion shoot of the Ukrainian brand Kachorovska

We perform dozens of roles every day. A mother, a wife, a daughter, a specialist, a defender, a business owner, a housewife... We have to instantly switch from one to another, and even more often - to combine two, three, all of them. But who are we outside the roles?

Who are the women of today?


In 2023, Kachorovska is looking for an answer. Our first stop is the museum, as the personification of memory, which is consulted to recall eternal values and formulate future ones.

Empty frames, the absence of paintings in the halls of the NAMU, where the shooting of our new collection took place, is not a production. Due to the war, all the works of art were evacuated. It's as if life has been put on hold.

But in this emptiness, our heroine looks into herself. We remember: no matter what happens outside, the most important thing is inside. Our decisions and actions depend on our relationship with ourselves.

Our relationship with ourselves is multi-layered and personal. Undoubtedly, they are influenced by the social norms in which we were brought up. But we believe in the development of one's own identity.

Therefore, the goal of this year is to take a step towards being true to yourself, to see exactly your desires and values, to accept your experiences and ideas.

Being honest with yourself is uncomfortable. But this is what drives us forward.

In a hall with empty frames and memories of the past, we look at ourselves. The whole world is looking at us and rethinking its values. We are changing the world. Today. In Ukraine.

We ask. We are learning. We make mistakes. We think critically. We act. We talk out loud. We listen to others. We defend our own.

We find ourselves.


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