What You Need to Know to Fall in Love With Ukrainian Culture

The following article is from Adweek’s special issue “On Ukraine, by Ukrainians,” published April 25, 2022, and created entirely by Ukrainian writers, editors and artists amid the ongoing all-out war in their homeland. For centuries, Ukrainian culture existed not due to historical context but despite it. Oppression by neighboring states led to its fight for survival. Luckily, Ukraine was able to keep its uniqueness. Ukrainians have a tradition of experimenting boldly, ironizing themselves and the world while keeping to our values. We invite you to explore our contemporary culture, as it explains what Ukrainians are—in creativity generally and advertising in particular. Reinventing the heritage Ukrainian contemporary culture is not just contemporary. We know how to take something old and make it relevant. You might have heard of ONUKA—a music band with futuristic costumes and electronic rhythm, but also folk motifs and instruments. “The whole rapid progress of technology is a swirl in which you could feel firm only if you have roots,” says the band’s leader, Nata Zhyzhchenko. ONUKA is not the only one to rethink the musical heritage of Ukraine. The ethno-chaos band DakhaBrakha made Glastonbury dance, while the video “Cry” by another electro-folk band, Kazka, hit nearly half a billion views on YouTube worldwide. You can either dance to the mix of the ancient and modern—or dance to the mix itself. Apache Crew is a troupe that unites around a hundred dancers who you might have seen in a Uniqlo ad by Droga5 and the latest Foals music video. One of their most remarkable projects is the filmed ballet “Vodurudu,” set to the music of Ukrainian composer Mykola Leontovych, creator of “Carol of the Bells,” in an arrangement by sound producer Koloah, who performed during Boiler Room parties. Traditions can be an inspiration elsewhere. The Gunia Project brand creates hand-painted ceramics and accessories such as embroidered collars. Most of them incorporate ancient Ukrainian patterns—ancient but still relevant. It was the Gunia Project ceramics that the president of Ukraine, Volodymyr Zelenskyy, presented to the Pope when they met in person. “Culture isn’t kept in the museums only. It was a weapon in the fights with those who wanted to destroy us,” explains the co-founder of Gunia Project, Natalia Kamenska. “For us, traditions are not just something that our ancestors once followed, but a part of us.” Fusion Living between East and West, North and South, Ukrainians know how to fuse anything. Modern and traditional, technological and archaic, simple and complex—all are poured into a creative mixer that delivers breathtaking projects. Among numerous murals you might notice in Kyiv are ones created by artist Volodymyr Manzhos, aka Waone Interesni Kazki. He also makes small-scale paintings and ceramics, mixing the aesthetics of old engravings with bright modern motifs. The results are solo exhibitions in New York and Rome, pieces owned by collectors including David Lynch—and the cover of this issue of Adweek. Masha Reva also tried her hand in numerous fields, from painting and sculpture to fashion collections and set design. “I find something new in the combination of my occupations. It helps me think comprehensively and get something unexpected,” the artist explains. Collectors now hunt for Reva's paintings, and at London’s Royal Opera House a ballet was performed in her costumes and scenery, while the list of her collaborations includes Vogue and luxury brand Jacquemus. Experimentation Bold experiments are another feature of Ukrainian culture—and fashion in particular. One of the brightest examples is the KSENIASCHNAIDER brand. Asymmetry, reuse, self-irony all form a tag cloud for it. Bella Hadid, Dua Lipa and Celine Dion are just a few from the long list of celebrities who wear KSENIASCHNAIDER's outfits. “As an independent country, Ukraine is young, so everything is in its growth stage. There are no established norms or rules. We are brave; we have no limits,” Ksenia Schnaider says. And in 2014, Ukrainian director Myroslav Slaboshpytskyi released a film exclusively in sign language—The Tribe. This powerful statement scooped up a dozen awards, including three at the Cannes Film Festival. Celebrating the authenticity of ordinary life The culture is not just about red carpets. Ukrainians also know how to celebrate an ordinary life. Shining examples are the photo books “Balcony Chic” and “Orthodox Chic” by Osnovy, a daring publishing house. These almanacs reveal that Ukrainians can integrate at least two things—a church or a homemade balcony—just about everywhere. The urban photographic studies show the ugliness and beauty of architectural ingenuity. View this post on Instagram A post shared by Osnovy Publishing (@osnovypublishing) “These books study strange and wonderful aspects of Ukraine. They show mundane culture, which many do not even notice. The Chic series celebrates the wonderfully odd, and we shall not stop on balconies and religious architecture. Our upcoming book is ‘Kozak Chic’ about the war in Ukraine,” says the head of Osnovy, Dana Pavlychko. The ordinary life is also highlighted in one of the major novels of contemporary Ukraine, Voroshilovgrad by Serhiy Zhadan, nominated for the Nobel Prize in literature this year. The novel’s protagonist goes to Donbas to rethink the business inherited from his brother. From banal minor conflicts around it, a real confrontation of cultures and values arises. The novel was translated into over a dozen languages and was followed by a comic book and a film. So, Ukrainian culture goes on despite the challenges. In February 2022, there was an attempt to crush it. Again. However, the previous millennium, several decades of the state’s independence and the recent fight-back prove that Ukraine is stronger than expected. Our creativity has a lot to offer, and we invite you to dive in for more.

Ukraine

How to Understand—and Fall in Love With—Ukrainian Culture

Ukraine's artistic mindset is shaped by tradition and bold experimentation, and it cannot be snuffed out

Yurii Marchenko

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Yurii Marchenko