LONDI: Crafting Unique Lingerie In The Face Of Adversity
Through sustainable and inclusive lingerie, LONDI celebrates Ukrainian strength.
On February 23rd, 2022, Yulkka and her team finalized designs and geared up for the launch of LONDI – a Ukrainian lingerie brand. On February 24th, 2022, Russia invaded Ukraine.
Following the invasion, LONDI temporarily put a pause on the creation of their unique, made-to-order lingerie, only to resume with more strength and resilience in the spring.
Generating job opportunities and strengthening Ukraine’s economy had a newfound importance.
“Through LONDI, we communicated a profound message to the global community: Ukraine's unyielding spirit shines brightest in the darkest hours…It was a reaffirmation that amidst war, creativity, and enterprise can illuminate paths forward, offering hope and resilience to all who dare to dream.”
The quality that propels LONDI forward as a luxury lingerie brand is an honest and refreshing commitment to sustainability. They recognize that they are not 100% sustainable, due to the business-to-consumer model that contradicts the ability to be totally environmentally friendly. However, LONDI is both ISO and SERF certified and 70% of their items are made to order.
“We craft 70% of our items after receiving orders primarily to minimize excessive consumption and reduce waste. This on-demand approach allows us to manage resources more efficiently and ensure that each piece is made with purpose.”
This approach also caters to the inclusivity model that LONDI prides itself on. Their sizing commitment is ‘to ensure that everyone feels seen and understood.’
Customers can order pieces from a size XS to 3X and they offer customisation for plus-size orders.
“Whether that means a sturdier waistband, a larger gusset, or whatever else a larger wearer might require. It's about understanding and embracing the diverse beauty of all our customers.”
LONDI’s latest collection, named ‘How to Sleep’, is an exploration of “the serene moments when both body and mind come to rest”.
The collection boasts garments with timeless silhouettes crafted using soft, muted hues inspired by nature. They can be worn both during sleep and waking hours.
“The collection embodies versatility, with each item transcending the bedroom to become part of an ensemble suitable for various occasions, both expected and unexpected.”
LONDI has recently delved into the world of pop-ups having recently unveiled a store in Kyiv, which will be open until the end of August. The store aimed to create a space that transcended a typical retail experience.
“The LONDI Concept Store stands as a serene island of tranquillity amidst the city's hustle, inviting visitors to embark on a journey from urban frenzy to a realm of comfort and calm.”
For the future, Yulkka and the LONDI team will continue to plan pop-up events both across Ukraine and internationally. They plan to solidify their foothold in both the US and European markets to be able to cultivate a deep connection with their customers.
Up next, Fashion Trends The Gen Z Way.
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