An Easter collection about family values
The Easter collection presented several versions of shirts and dresses with embroidery whose ornaments are reproduced from an authentic 19th-century keptar and prypynka. The traditional motifs come from the Opillia ethnographic region: the studied originals are held in the Ethnography Museum of the «Ancient Halych» National Reserve.
The face of the collection's campaign is theatre and film actor and director Oleksii Hnatkovskyi, known to Ukrainians for one of the lead roles in the film «Dovbush». His family appears in the shoot too — his sons and his wife, as well as Nataliia Herheliuk's daughter.
I have a whole collection of embroidered shirts. But for me they are not simply a piece of clothing, they are first of all the genetic memory of my ancestors. The most important to me are two shirts, one blue and one yellow, which my grandmother embroidered for my grandfather in the 1950s–60s. Even though they are quite worn, I wore them to university and to rock concerts. They are the memory of my family. I plan to restore these shirts and pass them on to my sons, so that one day, I hope, they will pass them on to their own descendants
Oleksii Hnatkovskyi, theatre and film actor
The exclusive Gaptuvalnya x TSUM Kyiv collection, released just before Easter, takes us back to our roots and to traditions passed from generation to generation. The pieces in the capsule are made for the whole family and embody a belief in miracles
Olha Chaika, Director of Buying and Retail, TSUM Kyiv
Gaptuvalnya's shirts in natural materials give ethnic elements a worthy place in contemporary life — they suit both celebrations and everyday wear. "Pairing deep meaning with poetic narratives, we added a magical element to the collection. Hidden in every embroidered ornament is a single flower with five petals, inviting the owner of the piece to dream and to believe in miracles. The childhood game of hunting for a lilac flower that you have to eat for your wish to come true becomes a symbol of wishes fulfilled, always close at hand
Nataliia Herheliuk, founder and CEO of Gaptuvalnya
