THE NATIONAL UNION OF
JOURNALISTS OF UKRAINE
Clothing should not just be worn—it should tell a story, embedded in its shape, lines, and details. This is the core belief of Svitlana Volyk, a fashion designer from the Ukrainian city of Sumy.
Sumy, where Volyk lives and works, lies just 30 to 40 kilometers from the Russian border, and the city and surrounding communities come under daily attack from guided aerial bombs, ballistic missiles, and drones. Life in the city under these conditions is followed closely by Vash Shans (“Your Chance”), one of the most widely read independent newspapers in the Sumy region, which has held a leading place in the local media market for decades. Alongside investigative reporting and coverage of social and economic issues, the newspaper writes about the people who keep the city going, and its website has become a key source of real-time updates on the security situation, the aftermath of attacks, and the work of humanitarian response centers. Volyk’s story was written for Vash Shans by journalist Iryna Chyrchenko.
At a time when many brands chose English names or abstract initials, she named her label SVOIE—a Ukrainian word meaning “one’s own” or “native.” For Volyk, it reflects not only the brand’s concept but also her civic stance.
The SVOIE brand focuses on original vyshyvankas—traditional embroidered Ukrainian garments—and clothing inspired by national symbolism. But Volyk is not only a designer; she is also a volunteer supporting Ukrainian soldiers defending the country against Russia’s invasion. Vyshyvankas sold at auctions help supply the military with drones, electronic warfare systems, and other equipment. Her designs are worn by prominent Ukrainians, including President Volodymyr Zelenskyy, former Commander-in-Chief Valerii Zaluzhnyi, Head of the Security Service of Ukraine Vasyl Maliuk, boxer Denys Berinchyk, as well as singers Zlata Ognevich and Liusia Kava, and composer Oleksandr Surov.
More Than Clothing
Volyk began creating clothing in childhood—first for dolls, then for herself. She grew up during the Soviet era, when school uniforms were standardized and identical. Even then, she chose to dress differently.
“I always had plenty of ideas,” she recalls. “I would cut and redesign denim skirts, decorate them, even remake my mother’s fur coat. What I remember most is finding new women’s underwear at my grandmother’s and turning it into a fashion look using a scarf. My family didn’t quite understand me at the time.”
Her journey into fashion began in 2019, just before the global pandemic. Through her shows, she wanted to bring a sense of atmosphere and spectacle to her hometown, which Svitlana describes as living a routine life.
Her first runway show became the starting point for the SVOIE brand. Her embroidered dresses stood out from traditional, familiar designs. Yet she still felt the need to create something different.
That was when she realized: clothing should carry a story. This led to bolder, emotionally charged designs. Eventually, it resulted not only in a collection but also in the brand’s name, logo, and registered trademark.
“At that time, most brands chose English names or abstract initials,” Volyk says. “But it was important to me that the name be Ukrainian. Native. My own.”
“War Vyshyvankas”
After Russia’s full-scale invasion of Ukraine, Volyk organized a fashion show titled “Uniting Our Own,”dedicated to the countries supporting Ukraine. It took place at the Sumy Theatre and featured 12 dresses incorporating recognizable elements of different nations.
The show opened with a piece called “Ukraine,” decorated with golden wheat—a symbol of the country. Later, wearing this design at a “Brand of the Year” event in Kyiv, Svitlana caught the attention of an American designer, who proposed a joint show where she presented another collection.
“When people abroad ask about the price of the ‘Ukraine’ dress, I say it cannot be measured in money,” she explains. “Today, every vyshyvanka is a small symbol of resistance. When my dresses appear on the runway, I feel like I am telling the story of our strength and resilience.”
Her collection “War Vyshyvankas” was presented in Kyiv in November 2022. Around that time, she also created her first men’s embroidered shirt since the invasion—for members of the territorial defense forces in the Sumy region.
The names of her designs—“Bayraktar,” “HIMARS,” “Cold Yar,” “Honor,” “Sumy Cossacks”—reflect what Ukrainians are living through. She also introduced the well-known dress “Sumy,” created specifically for that show.
“Whenever I step on stage, I send greetings from the heroic city of Sumy,” she says. “Recently, Sumy officially received this sad and honorable status.”
At first, Svitlana Volyk donated her pieces and supported soldiers financially through sales. Some vyshyvankas were created for the wives of fallen soldiers. Others were based on their tattoos…The war, she says, forced her to speak more openly about her ideas and her work.
Not a Store, but a Headquarters
In Sumy, soldiers often refer to the SVOIE store as a “headquarters,” and to Volyk as a “military designer.” She has received numerous acknowledgments and awards as well as created dozens of personalized vyshyvankas for Ukrainian soldiers.
Among her notable works is a cloak designed for boxer Denys Berinchyk, featuring embroidery of an F-16 fighter jet and a HIMARS system. Wearing it, Berinchyk defeated Mexican boxer Emanuel Navarrete and became WBO world champion in the lightweight division.
Svitlana has also created pieces for military units, including the “Khartiia” special forces brigade and the “Da Vinci Wolves” battalion. Recently, she gifted vyshyvankas to two boys, Ivanko and Mykhailyk, who were injured during a Russian attack on Sumy on Palm Sunday in 2025.
Lots for Victory
Since the start of the full-scale invasion, Volyk’s designs have been used as charity auction lots.
“The story began with the ‘HIMARS’ vyshyvanka,” she recalls. “I understood it was different. Where would you wear it? It felt similar to the early days of drones, when we didn’t yet realize how important they would become.”
Around then, I was asked to contribute a piece for an auction to support a sports school destroyed in Irpin. I remember there was also a Dynamo Kyiv football and a watch. We even organized a small show with young athletes, and the piece was sold online for 50,000 hryvnias. The vyshyvanka was signed by Valerii Zaluzhnyi, who was Commander-in-Chief of the Armed Forces at the time.
“That’s when I realized my work could be valued alongside items like a Dynamo ball or Oleksandr Usyk’s glove—to support our soldiers,” she says.
Since then, more than a hundred of her pieces have been donated for auctions. Many have been signed by well-known public figures.
18:18 — A Conversation with the City
On December 12, 2025, at 6:18 p.m., Svitlana Volyk held a closed fashion show in Sumy. Organizing such an event during wartime is difficult. The city faces shelling, power outages, constant danger, and logistical challenges. She chose not to seek financial support, so as not to divert donations from the military.
She worked almost continuously—often at night—managing international sales online and handling all negotiations and finances herself.
“Each time, I used the proceeds to cover what was needed—decor, invitations, organization,” she says. “The last funds went to the performers, who had to pass checkpoints to reach Sumy.”
Despite refusing external funding, support for the military continued. One vyshyvanka, created for a colleague now serving on the front line, was sold to purchase electronic warfare systems.
“When I donate a piece for auction, I never take the money personally,” Volyk explains. “It always goes directly to the military. Sometimes I don’t even know the final amount. But I trust the people I give it to.”
The show itself was intentionally held without fundraising. “I wanted people in Sumy to simply rest. To feel warmth,” she says.
Still, during the event, one auction lot raised 40,000 hryvnias—another reminder of collective resilience. The reaction was immediate. Guests embraced, cried, smiled, and thanked Svitlana.
“You reached me,” they said. “I had tears in my eyes.” Even her 15-year-old son, she notes, did not touch his phone for two hours, absorbed in the moment.
The time—18:18—was symbolic. The repeated number eight represents infinity: of emotions, inner strength, and the need for something one’s own.
For Volyk, it is also a promise—that there will be new shows, new inspiration, and that Sumy will continue to live, create, and come together.
Original article by Iryna Chyrchenko, Vash Shans Newspaper, Sumy, Ukraine. Translated and adapted for international audiences.
________________________________________________________________
Vash Shans (meaning “Your Chance”) is one of the most widely read and highest-circulation independent newspapers in Ukraineʼs Sumy region, where it has held a leading position in the local media market for decades. The outlet is known for its versatility: it combines in-depth analysis of social and economic issues, hard-hitting investigative journalism, and general-interest content, making it popular among a broad readership.
Today, the editorial team works under extreme conditions: the city of Sumy is located just 30 to 40 kilometers from the border with Russia, which means the regional capital and surrounding communities are subjected to daily bombardment by guided aerial bombs (known by their Russian acronym KABs), ballistic missiles, and drones. Despite constant air raid alerts and the threat of a ground offensive, Vash Shans remains a reliable source of verified information. The outlet has been actively developing its web portal, which has become a critically important tool for providing real-time updates on the security situation, the aftermath of attacks, and the work of humanitarian response centers.
As part of its preparations for 2026 and its participation in initiatives such as Frontline Press (implemented with the support of the National Union of Journalists of Ukraine and its international partners), the newsroom is seeking ways to build technological resilience. Vash Shans today is not just a newspaper—it is a vital element of the civilian information defense infrastructure of the Sumy region.
Official website: shans.com.ua.
Vash Shans is one of 25 local and regional media outlets participating in the Frontline Press support program, funded by the Swedish media business association Tidningsutgivarna. The program supports professional journalism about life in Ukraine’s frontline communities. The National Union of Journalists of Ukraine (NUJU) is happy to share these stories with international media for republication. To request permission to republish this or other materials produced through the Frontline Press program, please contact [email protected].
Discussion about this post