“The poetic word spoken in a happy wave in which one handy as gold coins without losing its value and a year and hundred years” — these wise words of Ivan Franko I'd like to turn to another channel. Our traditions and our national dress as priceless national relics haven't lost their deep meaning and relevance even after a thousand years. Therefore we are pleased about new Ukrainian fashion company that not only create unique modern models with elements of embroidery, but also promote widely their distribution.
At first, I drew attention to the clothing brand FOBERINI over a year ago. And was impressed by the exquisite beauty, purity of lines and harmonious combination of modern fashion with traditional Ukrainian embroidery. “That’s what need every woman to look like a queen in a dress with Ukrainian elements” – the first thing that came to mind.
Today FOBERINI visiting the magazine “Ukrainian People”.
We wanted to create a name that would have a strong association only with the name of our brand. So the name FOBERINI appeared. Stands as the guardian of the family: “F” means family – “family” and “oberi – “guardian.”
How the idea of design brand and name came about?
Now become very popular phrase: “Ukraine is open to the world.” Indeed, there are a lot of talks about our country, in particular the qualitative changes taking place there. We also couldn't keep quiet (laughs).
The idea of creating a brand FOBERINI start in 2014. Initially we wanted to create a really special Ukrainian product produced in here from regional raw materials and design, each would have a meaningful load and be interesting for the world. We saw a lot of potential this idea. The rich heritage of Ukrainian culture and the desire to share with the world the unique traditions and history of our country became the basis for the birth of our brand.
Thus, in 2014 FOBERINI was “born”. The choice of name was a conscious conceptual solution. We wanted to combine in one particular word and the warmth of a family hearth and sacred symbol — a talisman that is encoded in every authentic Ukrainian embroidered pattern. We wanted to create a name that would have a strong association only with the name of our brand. So the name FOBERINI appeared. Stands as the guardian of the family: “F” means family – “family” and “oberi – “guardian.”
How would you describe your style?
Our style is a combination of tradition and modernity, a mixture of ethnics and latest fashion trends. Now this style is called boho-ethno-chic (boho-ethnic-chic). The aesthetics of the brand is inspired by ukrainian culture. Because we rethinking and adapting of national motives, combine various elements of traditional clothes and authentic techniques with modern technology and trend color solutions.
Our ancestors were real fashionistas! Due to Ukraine geopolitical location at the crossroads of important trade routes the Western and Eastern fashion trends influenced to the national clothes, creating a kind of “meltingpot” and creating uniq style. Inspired by the amazing diversity of Ukrainian heritage costume, we create light modern image with natural materials. Ornaments, paintings and embroidery created by our designers and exclusively applied to the fabric. The entire cycle of clothing takes place in Ukraine — from the idea to its ultimate realization.
What three words would describe your style?
Traditions, naturalness and modernity.
Tell our readers about leading designers of FOBERINI? Who are they? How did you manage to unite and create such masterpieces of contemporary ethnic clothes?
On the creation by FOBERINI every day works a team of artists. This is a amount of work to combine them. In fact, to corporate identity creates not a single designer, but a designer of models, creator of prints and сolorist. The task of our designers is to find a different approach to the target audience.
We believe that the success of any business is primarily professionalism of the team and each member of the project in particular. So, from the beginning we decided not to associate the brand with a particular person.
We strive to create clothing that their quality and design will talk about the brand louder than any prominent name of designer. Ukrainian culture is really an inexhaustible source of ideas and inspiration. Such rich historical heritage our designers incorporate into products FOBERINI. Thus was born our clothes.
What was the inspiration for entering the “world level”?
Like any living organism, our brand is growing and developing. Started as a local brand, one day we realized that we felt cramped in the domestic market. We initially had a single order from abroad. Ukrainian showed our products to their friends and family in other countries or foreigners themselves were interested in our things, when they saw our clients. However, there was one case which was the trigger for the release of our activities on the global level.
Once we received a letter from the local girls from OAU, in which she ordered 10 long dresses, embroidered shirts. We sent clothes and waiting for acknowledgment of receipt. Everything as usual. But when it got — we were just pleasantly shocked! She sent a letter of gratitude with photos and videos of real party in Ukrainian style. She and her 10 sisters were dressed in our stuff. Such kind of Ukrainian Party in the UAE. Since then we realized that Ukraine really interesting to world and we just have to show all world the richness and uniqueness of our culture. This ambitious goal we have set ourselves.
Now our clothes are available not only on our website and showroom in Ukraine, but also in multibrand boutiques in America, Canada, UAE, Israel, France and Belgium. We aren't going to stop there. The success encourages us to move forward.
Fashion clothing — art or fashion industry?
We started with art, but then realized that entered the fashion industry and we need to work in it by its rules. We wanted to give the Ukrainian consumer a quality product with semantic load. Obviously that without part of of art wouldn't exist fashion industry, which in turn requires the development of art. If the idea is not recognized, then it fades.
How Ukrainian designers to break into the world of high fashion?
You would think that it might be easy given the current demand for Ukrainian brands in the world, supporting the promotion exports from our government and a large Ukrainian community abroad. But it’s not as easy as it seems. The world of high fashion will be unattainable for the most designers, while they are not activated certain conditions. In our opinion, there are three components, the implementation of which one provides the appropriate capabilities.
Developing mutually beneficial terms of cooperation with partners. Building relationships with business partners, you need to give the best conditions for cooperation. It should work on known principle of “win-win”.
Effective management of communication with customers and stakeholders. Need to share concepts such as work and business. All successful global fashion houses has as talented designers — creators and separate management team that puts the right task and determines the direction of the company.
Quality. We don't say that absolutely all the ukrainian clothing brands doesn't meet European and American standards. However, the majority of brands seeking to enter the global level, while not increasing the quality level of its products. Understanding the right balance of pricing and quality is the key to global interest buyers and fashion-influencers.
Increasingly such famous brands as yours targeted to elite of wealthy customers. Ukrainian fashion dresses for 2000 dollars you can often see in the foreign stores. However, not every Ukrainian can afford to pay such moneys on clothes. Do you plan to launch low-cost clothing line for regular customers?
The price of any product is composed of many components. The cost, management and conditions of sale. Price of our clothes are objective and reasonable. We know our customers and market. Clearly understand that producing high quality clothes and continue to remain in this quality segment. Happy when Ukrainians buy our clothes, because, first of all, we started to create collection for them. We are always trying to please our customers. In the brand assortment there are a lot of excellent high quality dress in a different price range. We believe that anyone can pick up a product FOBERINI taste.
Do you plan to expand your activity create accessories, shoes or cosmetics; or collections of clothing, such as exquisite underwear?
Since the inception of brand, we aren't trying to set a framework for development and creativity. Paradoxically, but the increased demand for existing product prevents us from creating a new range (laughs). At this stage we are developing in a clearly defined direction. And by the way, in addition to modern embroidery and embroidered dresses we already have a collection of stylized clothing that also enjoys considerable demand.
Now, in the era of globalization, the world is changing rapidly. And fashion is not an exception. Like any powerful brand we flexibly respond to these changes. Leaving the same recognizable code of FOBERINI brand and high quality standards of our products. In fact, we are preparing many surprises for our customers. Very soon many new things will be on our website www.foberini.com. Follow our news and we promise that you will be pleasantly surprised!
Do you have any style icons? Who they are?
People who inspire us to work and create our collections very important for us . Ukrainian women, girls, heart and soul of our country. No wonder that the most beautiful Ukrainian women recognized in whole world.
Which of your Ukrainian designer colleagues you most likable and why?
We always monitor the global fashion trends and tendentions, monitor both recognized authorities in the field of fashion, and young designers, especially Ukrainian. Speaking about our fashion industry, we love elegant and refined collection of our fellow designer Ludmila Kislenko and Helen Holets.
What advice would you give to readers of the magazine “Ukrainian People”, who are in search of their ideal embroidered dresses (shirt)?
Choosing embroidered clothes the most important thing is to listen tyourself and to internal feelings. On the statistics people often buy the thing that liked at first sight. Why so? Because as it said, “they clung to the soul.” Criteria for choosing the ideal embroidery or embroidered dresses is too much. You can choose the style — focusing on the individual type of shape or by the colors and the color type, because usually people intuitively sense what suits to them.
We know one thing — nobody has left us without new clothes! We believe that the main thing to feel comfortable in embroidery. In other words to be in harmony with them. Any clothes should complement, profitable emphasize the human figure and in any case doesn't obscure. We believe that when you see a “just one” shirt, you immediately understand it.
Embroidered clothing is a holiday. Christmas, Easter, birthday and any solemn days. It's a symbol of beauty and national identity of the Ukrainian people. And this is our guardian.
Sincerely we wish to the FOBERINI new ups and conquestion of tremendous heights!
Natural fabrics, quality performance and artistic content on conscious fashion. Femininity and environmental friendliness are the creed of the brand's new collection.
Brand with modern form and artistic content presented the SS'2020 collection.
Special for admirers of bohemian ethno style and elegant novelty FOBERINI created a long dress “Green Chic“.
The beauty of Ukrainian women is known all over the world. But is it enough to be just beautiful for the title “Queen of Beauty”?
FOBERINI designers presented the Fall-Winter Сollection 19/20 for the first time and endowed it with their form style and impeccable quality.
The combination of bright shades of textile, openwork embroidery and unusual cut of the sleeves made these limited dresses a pearl of the FOBERINI brand.
Inspired by the mysteriousness of Eastern countries the FOBERINI designers created a capsule collection of exquisite evening dresses.
The project was attended by 15 television presenters
On the eve of Embroidery Day, we want to recall our national value, which keeps an inextricable link between the past, present and future of Ukraine.
On the initiative of the Embassy of Ukraine in Lebanon and with the assistance of “L.I.P.S. Management” the FOBERINI first fashion show was held in Beirut.