Since the Russian invasion, Ukraine has seen a dramatic shift in its political and social landscape, and it’s affected all industries including the fashion industry and garment manufacturing there. Anastasia Chernetska, co-owner of Tavrovska, has seen these impacts first-hand, as her business had to change drastically to survive in such an uncertain climate. Her story is one of resilience, courage, and hope for a better future — something that all of us at Balodana are deeply touched and inspired by. We hope that by sharing Anastasia’s experience, we can bring attention to Ukraine’s plight and provide support for the people who share her story.
It’s been a year since the Russian invasion began in Ukraine. First of all, let us ask you: how are you?
It has been very difficult to answer this question for more than a year.
Compared to normal life, we are not so good. But if we take the circumstances in which many are forced to live and work into account, then I have no right to complain.
To understand the situation, we are currently in the city of Vinnytsia. It is closer to the western border of Ukraine, and therefore safer than in cities that are closer to the front line or to Russia.
My answer, however, should also be evaluated in light of these circumstances. On the night of February 24, 2022, we woke up to explosions. Simultaneously with the offensive of Russian troops, Russian Caliber missiles (similar to American Tomahawks) arrived in Kyiv. My husband, our 6-year-old daughter and I got together in 20 minutes and left our apartment in Kyiv. We managed to bypass huge traffic jams in the city through secondary roads. By the end of the next day, we reached Vinnytsia (for comparison, a leisurely trip usually takes 3 hours).
Part of our team and production factory was already in Vinnytsia before the war. Therefore, it was somewhat easier for us to find ways to restore full production and keep our team.
Logistics both within the country and internationally were established during the first three weeks, despite the sky being closed to the commercial aircraft. Civil aviation was stopped completely. Of course, postal services are totally dependent on aviation connection among the cities and other countries. Our usual logistic methods inside the country and abroad were interrupted so we had to find ways around the obstacles.
What is the state of fashion in Ukraine, and is there demand for fashion from Ukrainian people who are not living in active combat zones? What are people wearing this season?
Perhaps one of the biggest factors that influenced the taste in clothes was still COVID. And how it influenced all of us is known extensively. However, if we talk about whether the war itself had any effect, then I can highlight one thing.
You would think that in difficult conditions when you’re absolutely unsure what may happen tomorrow, purchases of non-necessities take a back seat. However, people here have changed their thinking towards the fact that we live “here” and “now”, and we do not and cannot know what will happen tomorrow. Thinking in terms of “why not” and “why not right now” causes the purchase of things that bring pleasure, things that they wanted before, but did not buy because they were too expensive or too fancy. This is a positive that is caused by terrible circumstances. At the same time, extravagance is not always welcome, as the best choice is to donate to the army whenever possible. Anyway, the reality is that, in general, the purchasing power of Ukrainians has fallen for obvious reasons.
Anastasia with her daughter
What changes did you have to make in order to continue running your business this past year?
The markets and partners we worked with were not lost. Of course, due to the riskiness of the territory, the volumes have somewhat decreased, but it could have been worse. And for that, we thank our partners for their trust.
Of course, it was necessary to revise the expenses as a whole. We had to review the directions of our development as well. The positive thing is that we are now studying new ways of further development in the meta universe.
Besides all the other problems we also had to face waiting for winter, as Russia had declared that it would destroy all energy in Ukraine.
Yes, winter was hard. Four months of missile bombardment throughout the power system. As a result, power outages. Planned shutdowns to save electricity or sudden shutdowns. In order to reduce our risks of stopping production, we divided the production into different small parts, and located them in different areas of the city. Yes, it is expensive, but as it turned out, it was needed. Only one of our premises experienced systematic power outages. Thankfully, we did not experience a break in production.
Normal internet also became a problem. When the lights are turned off, people can’t use Wi-Fi and other sources any longer, and start using only mobile Internet. As a result, now mobile networks get overloaded and the speed becomes the same as it was 15 years ago or disappears altogether.
Nevertheless, winter is over. There is light. There are no interruptions. And we cheerfully but without illusions are waiting for new difficulties.
Ludmyla, Tavrovska sample maker
Being entrepreneurs ourselves, we know how important it is to plan ahead in your business. How do you overcome the uncertainty of the future with Tavrovska?
Uncertainty is one of the biggest problems for both business and personal, everyday life. It is very stressful and difficult to make important and proper decisions in a situation like this. At the same time, problem-solving actually helps a lot to get through all of this. Being busy with work does not allow time for constant thoughts about the bad, and achieving certain goals helps reject thoughts of wasted time and adds optimism.
Ann, Tavrovska manager
How can our readers best support you and the people of Ukraine on this somber anniversary?
It is important not only for us, but also for everyone, to perceive information critically. One of the forms of war is the war of information. And our enemy invests huge resources in it. Even in this matter, citizens of the USA or Europe may encounter it more or less every day, often not even realizing it. These happen through direct lobbyists of politicians, commissioned articles in respected publications, especially as a personal opinion and in social networks.
I want to assure you that all of us here are very grateful for the help of the citizens of the countries that provide us with weapons. We perfectly understand that it is not the statements of politicians that help us, but citizens whose opinions force politicians to act. I thank God that my family and I are alive, and that I have the opportunity to do what I love. And many Ukrainians no longer have such an opportunity.
It is important to remember, and we know this for sure, that unpunished evil begets even more evil.
A note from the Balodana team: we will continue to bring you updates from abroad about the state of our makers, because we know you care about their wellbeing. Please continue to send your prayers and help to them. Just because it’s not on the front page in America, doesn’t mean it’s not happening on their front doorsteps every day. Thank you for continuing to support our Ukrainian designers and makers!