Standing in front of one of the most breathtaking architectural masterpieces, sun rising, warm hues over the streets… The golden hour has nothing on 6am in front of the Duomo. Tourist overcrowding typically peaks here at noon, so early mornings are the perfect time to see this landmark – the only “crowd” at this time is a few lonely bloggers with their photographers / Insta-partners.
Look of the morning was complementing the pastel backdrops of this architecture – this is a unique set by the Ukrainian brand JJSQUEE. Founded by Valeriya Yastreb in Kyiv in 2021, JJSQUEE is a sustainable clothing brand with a philosophy – creating exceptional garments and accessories, while minimizing the use of new materials. Instead, they utilize stocks, vintage fabrics, and resale platforms to craft new collections. Spotting a JJSQUEE blazer on Ukraine’s Eurovision representatives Tvorchi was love at first sight.
The two-piece set – a structured cropped jacket + a mini skirt, both embellished with intricate bead fringing on the sleeves, pockets, and hem. Distinctive detailing here adds a touch of glam to the pieces, while still maintaining minimalistic traits. JJSQUEE’s main concept revolves around designing unique pieces for bold and confident women, while remaining environmentally conscious. The brand is also a strong example of how upcycling and using materials from secondary markets can result in new, one-of-a-kind items that rival luxury fashion. To complete the look, I added a simple black tank and black boots by Vagabond, a Swedish brand known for its stylish and sustainable footwear. The monochromatic palette allows the JJSQUEE two-set to shine, maintaining a sleek and chic aesthetic. A bolder choice would be to wear the jacket right over a bra or a bra-top, styled with knee-high boots or playing it safer with a t-shirt and sneakers – the versatility factor is strong.
Stop what you’re doing and take a moment to appreciate the growth of the Ukrainian fashion industry with innovative brands like JJSQUEE as a prime example. Making waves on the global fashion arena, Ukrainian artists create innovative, high-quality clothing, actively employ next-level sustainable practices international luxury brands can only make promises about and produce truly unique garments. By supporting these brands, we contribute to the growth of local businesses and the Ukrainian economy at a time when it matters most. Moreover, Ukrainian designers often infuse their collections with elements of rich Ukrainian cultural heritage, adding a unique flair to creations you can’t find anywhere else.
On this blog, we talk about ethical fashion, brands and trends transforming the industry and we also support Ukraine – quick break to donate $5!
NGO dedicated to strengthening the country’s defense forces through equipment, training, analytics, and veteran support.
