Frolov’s Standalone LFW Show: Fashioning Resilience Amidst Adversity


Fashion enthusiasts and industry insiders were treated to a remarkable spectacle during London Fashion Week (LFW) when the Ukraine couture-to-wear brand, Frolov, showcased its spring/summer 2024 collection. Founded by Ivan Frolov, the brand’s debut standalone LFW show was an event that transcended the realm of fashion, emphasizing pride, resilience, and the ongoing challenges faced by Ukraine in its conflict with Russia.

The Bulgari Hotel’s cinema room hosted a moving and heartfelt salon show by Frolov, who has recently gained notoriety for designing custom looks for celebrities like Beyoncé, Dua Lipa, Gwen Stefani, and Sam Smith. Frolov combined his signature sexy womenswear with music and archival video that highlighted Ukrainian culture and his hometown of Kyiv.

Ivan Frolov: A Visionary Designer with a Purpose

Ivan Frolov’s journey as a designer began at the tender age of four when he sketched his first design on the wrapper of a chocolate bar. His passion for design was not just about creating aesthetically pleasing fashion pieces but also about using fashion as a medium to address provocative and sensitive topics. Frolov’s brand mission has always been clear: to spark meaningful conversations, challenge societal norms, and express messages through fashion.

Over the years, Frolov has explored a wide range of subjects in his collections, including transsexual culture, BDSM ethics and aesthetics, LGBTQ+ rights, and the objectification of women. Each collection is the result of deep research and a profound understanding of the messages the brand wishes to convey.

A Bold Stand at London Fashion Week

Frolov’s presence at LFW is a testament to the brand’s commitment to its mission, even in the face of adversity. The ongoing conflict with Russia has created unique challenges for Frolov and his team. These challenges include logistical complexities due to unreliable air connections, fear of missile attacks, and harsh winters marked by severe electricity shortages. Despite these obstacles, Frolov remains dedicated to producing fashion in Kyiv and contributing to his homeland.

Moloda: Embracing Youthfulness and Freedom

The spring/summer 2024 collection, aptly named ‘Moloda,’ meaning ‘young girl’ in Ukrainian, is a celebration of youthfulness, playfulness, energy, and freedom. The collection is characterized by sculpture-like silhouettes adorned with roses, inspired by the works of Ukrainian artist Zhanna Kadyrova. The brand’s signature hearts are incorporated into the collection as ultrasound prints on silk robe dresses.

Frolov’s collection also includes corsets with heart detailing, dresses, and stockings embellished with Swarovski crystals, creating a sense of elegance and opulence. The golden lace detailing used in some dresses pays homage to Kyiv, featuring chestnuts, the symbolic tree of the Ukrainian capital.

The collection is not only a visual feast but is also accompanied by songs from the Ukrainian variety music scene of the 70s, such as ‘A Red Rose,’ ‘Chestnuts are Falling,’ ‘My Love,’ and ‘Fog in the Valley.’ These songs evoke the spirit of youthfulness, playfulness, inspiration, and freedom that the collection represents.

Fashion as a Force for Change

Frolov’s commitment to sustainability goes beyond sourcing materials. The brand takes pride in selecting high-quality fabrics from companies that prioritize sustainability and implement cutting-edge technologies to reduce waste and pollution in their production processes. This dedication extends to their manufacturing practices, emphasizing responsible and ethical treatment of both people and the environment.

Dressing Icons and Upcoming Secrets

Frolov has gained recognition for dressing some of the biggest names in the music industry, including Beyoncé, Dua Lipa, and Sam Smith. When asked about his dream collaboration, Frolov tantalizingly hints at an upcoming release with a world-famous superstar. While the details remain a closely guarded secret, it’s clear that Frolov is poised to make another significant impact in the world of fashion.

The Future of Frolov

As for the future, Frolov’s primary focus is on global expansion. The brand aims to create a new fashion ecosystem that transcends geographical boundaries, with plans to be represented in key regions across Europe, the United States, and the Middle East. However, Ivan Frolov emphasizes that their foremost objective is to secure victory in the ongoing conflict with Russia. Only when Ukraine is free and secure can they wholeheartedly pursue their dreams and plans for the Frolov brand.

Advice to Aspiring Fashion Designers

For aspiring fashion designers just starting their journey, Ivan Frolov’s story offers valuable insights. He highlights the importance of using fashion as a platform for addressing important and sensitive topics, embracing sustainability, and approaching each collection with a deep understanding of the messages you wish to convey. Above all, his unwavering commitment to his homeland and the power of fashion as a force for change serves as an inspiration to all budding designers.

In conclusion, Frolov’s standalone LFW show was not just a showcase of exquisite fashion; it was a bold statement of resilience and pride in the face of adversity. Ivan Frolov’s dedication to using fashion to address critical issues and challenge societal norms is a testament to the power of the industry as a vehicle for change. As we eagerly anticipate the brand’s next collaboration with a global superstar, it’s clear that Frolov‘s impact on the fashion world is only just beginning.