Arts, Culture, and Heritage as Drivers of Change
PODYH: Architecture in fashion
PODYH: Ukrainian womenswear brand created at the intersection of architecture and fashion
PODYH is a fashion brand born at the intersection of architecture and design. Our work is rooted in the deep research of architectural heritage and its reimagining through the language of fashion. We transform structural principles, volumes, and artisanal techniques into contemporary, intellectual pieces, giving iconic forms a new life. From traditional wooden architecture to Art Nouveau, PODYH translates heritage into a new form, creating an intellectual wardrobe built on a cultural foundation.
Ukraine
National
It addresses urban-rural linkages
It involves other types of transformations (soft investment)
Yes
2026-02-21
Yes
House of Europe (Creative Business Boost 2024), funded by the European Union.
No
No
Organisation
PODYH is a Ukrainian fashion brand that researches architectural heritage and translates its structural logic—proportion, rhythm, volume and construction—into contemporary womenswear and accessories. Founded in 2020 by architect Daria Plaksiuk, each collection functions as a focused study of a specific place, typology or architectural style, reimagined through cut, silhouette and craft.
To date, PODYH has released six collections dedicated to Ukrainian architecture: KYIV MODERNISM (Kyiv modernism of the 1960s–1980s), KHUTIR (vernacular architecture and its masters), BRAMA (Kyivan Rus architecture), KHYZHA (Lemko traditional dwellings and Carpathian housing culture), MEREZHYVO (wooden architecture of Chernihiv and its lace-like carvings), and SARAY (Crimean architecture, inspired by the Khan’s Palace in Bakhchysarai). In 2026, the brand expands its research into European heritage, starting with Art Nouveau. Chapter 1: Blooms, focused on the floral Art Nouveau traditions of Belgium, France and Spain, and their dialogue with Ukrainian references.
Already achieved results include: winning the Berlin Fashion Week Concept Competition (2023) and receiving support from House of Europe – Creative Business Boost (2024); runway presentations at London Fashion Week, Berlin Fashion Week, Mercedes-Benz Prague Fashion Week, and Rotterdam Fashion Week, as well as professional showings for buyers, press and influencers during Paris and Milan Fashion Weeks. PODYH has been featured by major fashion and architecture media (including Vogue, Elle, Harper’s Bazaar, and ArchDaily), and its pieces are worn by Ukrainian and international public figures and influencers, including Ukraine’s First Lady Olena Zelenska.
Long term, PODYH aims to strengthen public attention to architectural heritage through a format people engage with daily—clothing—showing how fashion can become a cultural and educational tool that keeps heritage present, meaningful and alive.
To date, PODYH has released six collections dedicated to Ukrainian architecture: KYIV MODERNISM (Kyiv modernism of the 1960s–1980s), KHUTIR (vernacular architecture and its masters), BRAMA (Kyivan Rus architecture), KHYZHA (Lemko traditional dwellings and Carpathian housing culture), MEREZHYVO (wooden architecture of Chernihiv and its lace-like carvings), and SARAY (Crimean architecture, inspired by the Khan’s Palace in Bakhchysarai). In 2026, the brand expands its research into European heritage, starting with Art Nouveau. Chapter 1: Blooms, focused on the floral Art Nouveau traditions of Belgium, France and Spain, and their dialogue with Ukrainian references.
Already achieved results include: winning the Berlin Fashion Week Concept Competition (2023) and receiving support from House of Europe – Creative Business Boost (2024); runway presentations at London Fashion Week, Berlin Fashion Week, Mercedes-Benz Prague Fashion Week, and Rotterdam Fashion Week, as well as professional showings for buyers, press and influencers during Paris and Milan Fashion Weeks. PODYH has been featured by major fashion and architecture media (including Vogue, Elle, Harper’s Bazaar, and ArchDaily), and its pieces are worn by Ukrainian and international public figures and influencers, including Ukraine’s First Lady Olena Zelenska.
Long term, PODYH aims to strengthen public attention to architectural heritage through a format people engage with daily—clothing—showing how fashion can become a cultural and educational tool that keeps heritage present, meaningful and alive.
The story of PODYH is a journey of merging two passions: fashion and architecture. My childhood was spent at the "Ukraina" garment factory in Kyiv, where my grandmother worked. There, among the rhythmic sounds of sewing machines, I learned the fundamentals of craft—knitting, embroidery, and construction. However, for my formal education, I chose architecture.
Architecture school was rigorous and disciplined, teaching me to think in terms of structure, volume, and urban context. To ground myself and find a creative escape from the intensity of my studies, I returned to my roots, designing functional accessories for myself and my peers. After completing my Master’s degree in Architecture in 2019, I launched my first clothing line—a minimalist "by women for women" brand. Yet, I felt a lack of depth and a clear conceptual identity; I was torn between my architectural training and my creative output.
The turning point came in 2021 during the design process of a new backpack. As I worked on its form, I suddenly recognized the silhouette of a Kyiv modernist icon—the Salyut Hotel. In that moment, everything clicked. I realized I didn't have to choose between disciplines; I could merge them. This led to the "KYIV MODERNISM" collection, marking the official birth of PODYH’s unique methodology. We have evolved from personal experiments into a structured brand that collaborates with local artisans, proving that the "breath" (Podyh—translated from Ukrainian as "breath") of architecture can be captured in the fluidity of fabric.
Architecture school was rigorous and disciplined, teaching me to think in terms of structure, volume, and urban context. To ground myself and find a creative escape from the intensity of my studies, I returned to my roots, designing functional accessories for myself and my peers. After completing my Master’s degree in Architecture in 2019, I launched my first clothing line—a minimalist "by women for women" brand. Yet, I felt a lack of depth and a clear conceptual identity; I was torn between my architectural training and my creative output.
The turning point came in 2021 during the design process of a new backpack. As I worked on its form, I suddenly recognized the silhouette of a Kyiv modernist icon—the Salyut Hotel. In that moment, everything clicked. I realized I didn't have to choose between disciplines; I could merge them. This led to the "KYIV MODERNISM" collection, marking the official birth of PODYH’s unique methodology. We have evolved from personal experiments into a structured brand that collaborates with local artisans, proving that the "breath" (Podyh—translated from Ukrainian as "breath") of architecture can be captured in the fluidity of fabric.
Architectural Heritage Reimagining
Cultural Education through Fashion Artisanal
Craftsmanship and Innovation
Structural Design and Minimalism
Slow Fashion and Object-like Design
PODYH approaches sustainability through the lens of architectural longevity and resource efficiency. Our commitment is expressed through three core pillars:
Waste minimisation and circular techniques: We develop craft-based methods to reuse production leftovers—turning what would normally be discarded into high-value structural elements. In this way, we apply a circular logic to fashion through design and construction choices.
Local value chains: To reduce the carbon footprint linked to logistics and to support the national economy, we work exclusively with Ukrainian manufacturers and artisans. This strengthens local craftsmanship and helps ensure transparent and ethical production conditions.
Quality over quantity: Working in small batches, we prioritise structural integrity and material durability over seasonal trends. Our “architectural discipline” in design means creating timeless archetypes that remain relevant for years—directly challenging the cycle of fast fashion.
Waste minimisation and circular techniques: We develop craft-based methods to reuse production leftovers—turning what would normally be discarded into high-value structural elements. In this way, we apply a circular logic to fashion through design and construction choices.
Local value chains: To reduce the carbon footprint linked to logistics and to support the national economy, we work exclusively with Ukrainian manufacturers and artisans. This strengthens local craftsmanship and helps ensure transparent and ethical production conditions.
Quality over quantity: Working in small batches, we prioritise structural integrity and material durability over seasonal trends. Our “architectural discipline” in design means creating timeless archetypes that remain relevant for years—directly challenging the cycle of fast fashion.
PODYH contributes to aesthetics by treating garments with the same compositional rigour as a building. We translate architectural principles—proportion, rhythm, and structural logic—into a wearable format. We do not simply decorate; we build composition. Each piece is a balanced relationship of volumes and lines, where every detail is justified by the architectural reference behind it.
Our aesthetic mission is to cultivate a “sense of belonging” by making heritage tangible—something you can literally wear and touch. By naming pieces after specific architectural elements (such as “Gont,” “Tes,” and “Lyshtva”), we create an emotional and intellectual bridge between the wearer and their cultural environment. This “wearable art” invites people to rediscover the value of the built world and the architectural stories embedded in it.
Our aesthetic mission is to cultivate a “sense of belonging” by making heritage tangible—something you can literally wear and touch. By naming pieces after specific architectural elements (such as “Gont,” “Tes,” and “Lyshtva”), we create an emotional and intellectual bridge between the wearer and their cultural environment. This “wearable art” invites people to rediscover the value of the built world and the architectural stories embedded in it.
PODYH approaches inclusiveness through cultural accessibility. We make architectural heritage more understandable by translating it into a format that does not require specialised education to engage with. Through storytelling, we explain architectural references, structural solutions, and historical context in an accessible way, lowering the barrier to participation in cultural discourse.
We consciously build a production model in which value is created collaboratively — in partnership with local artisans, small manufacturers, and independent professionals. Rather than concentrating processes within large industrial structures, we work through a network-based model that supports horizontal cooperation.
PODYH’s inclusiveness is rooted in openness of knowledge, transparent communication, and fair collaboration. Our goal is to make culture closer, more understandable, and more tangible for a broader audience.
We consciously build a production model in which value is created collaboratively — in partnership with local artisans, small manufacturers, and independent professionals. Rather than concentrating processes within large industrial structures, we work through a network-based model that supports horizontal cooperation.
PODYH’s inclusiveness is rooted in openness of knowledge, transparent communication, and fair collaboration. Our goal is to make culture closer, more understandable, and more tangible for a broader audience.
PODYH thrives on a continuous dialogue with professional communities: artisans, architects, researchers, and an audience passionate about design. This feedback directly shapes both our design process and how we communicate our collections.
Through our projects, we encourage people to look at their urban environment with fresh eyes—to notice local buildings, architectural details, and their cultural value. We aim to shift the relationship with heritage from passive consumption to active awareness, turning fashion into a starting point for architectural discovery.
Through our projects, we encourage people to look at their urban environment with fresh eyes—to notice local buildings, architectural details, and their cultural value. We aim to shift the relationship with heritage from passive consumption to active awareness, turning fashion into a starting point for architectural discovery.
The project operates on several levels simultaneously: collaborating with local workshops in Ukraine, shaping national cultural narratives, and representing Ukrainian architecture on international stages.
Through runway shows, professional presentations, and features in global media, PODYH shares the story of Ukrainian architecture with the world. Our international presence is validated by winning the Berlin Fashion Week Concept Competition (2023), support from House of Europe (2024), and invitations to present at London, Prague, and Rotterdam Fashion Weeks. These platforms amplify our visibility and strengthen our position within the European cultural and economic space. In Ukraine, the project focuses on raising awareness about the value of our own architectural heritage and the urgent need for its preservation.
Through runway shows, professional presentations, and features in global media, PODYH shares the story of Ukrainian architecture with the world. Our international presence is validated by winning the Berlin Fashion Week Concept Competition (2023), support from House of Europe (2024), and invitations to present at London, Prague, and Rotterdam Fashion Weeks. These platforms amplify our visibility and strengthen our position within the European cultural and economic space. In Ukraine, the project focuses on raising awareness about the value of our own architectural heritage and the urgent need for its preservation.
PODYH is transdisciplinary by nature. Architecture provides our analytical foundation—structure, proportion, materiality, and construction logic. Fashion design then translates these principles into the garment’s anatomy.
Craft is not just a production technique for us; it is an extension of architectural thought. We develop our own innovative methods and structural solutions—such as our recent Art Nouveau research—experimenting with forms and decorative techniques to achieve architectural expression in textile. By merging architectural thinking, fashion design, artisanal practices, and cultural research, we create a unified methodology that transcends traditional disciplinary boundaries.
Craft is not just a production technique for us; it is an extension of architectural thought. We develop our own innovative methods and structural solutions—such as our recent Art Nouveau research—experimenting with forms and decorative techniques to achieve architectural expression in textile. By merging architectural thinking, fashion design, artisanal practices, and cultural research, we create a unified methodology that transcends traditional disciplinary boundaries.
PODYH operates as a commercial fashion brand with a hybrid model that merges intellectual ready-to-wear with object design. Our financial resilience is built on a non-seasonal approach: collections remain relevant and continue to sell long after their initial release, ensuring a sustainable product life cycle and stable demand.
Performance and Market Reach:
The brand is currently in a phase of active growth. In 2025, our annual revenue grew 1.5× compared to 2024. As of early 2026, our average monthly revenue has grown 2.5× compared to the 2025 monthly average. While Ukraine remains our home market (60% of 2025 sales), we successfully export to nearly 30 countries, with the USA, France, and Germany as our top international markets. In 2026, the USA has become our primary growth driver, supported by partner platforms and local influencer collaborations.
Operational Excellence:
We maintain a flexible production ecosystem, engaging up to 10 specialised local workshops and artisans per collection. Our made-to-order and small-batch model allows for a lead time of approximately 5–7 days for most garments, minimising deadstock and overproduction. All technical innovations and architectural forms are developed in our in-house experimental studio, where we prototype and test new design solutions before production.
Performance and Market Reach:
The brand is currently in a phase of active growth. In 2025, our annual revenue grew 1.5× compared to 2024. As of early 2026, our average monthly revenue has grown 2.5× compared to the 2025 monthly average. While Ukraine remains our home market (60% of 2025 sales), we successfully export to nearly 30 countries, with the USA, France, and Germany as our top international markets. In 2026, the USA has become our primary growth driver, supported by partner platforms and local influencer collaborations.
Operational Excellence:
We maintain a flexible production ecosystem, engaging up to 10 specialised local workshops and artisans per collection. Our made-to-order and small-batch model allows for a lead time of approximately 5–7 days for most garments, minimising deadstock and overproduction. All technical innovations and architectural forms are developed in our in-house experimental studio, where we prototype and test new design solutions before production.
The PODYH methodology is inherently scalable across different cultural contexts. Our current growth focus is on deepening our D2C model through owned channels and partner platforms, expanding our reach through local influencers and media in key markets. Looking ahead, we see strong potential in localisation—creating capsule collections inspired by the architectural heritage of specific target markets—and in strategic partnerships with architects, designers, and cultural institutions such as museums and galleries.
