If You Like Vita Kin, You'll Love Yuliya Magdych
Did you get the memo about embroidery? This season it's cooler to cross-stitch (or at least purchase someone else's handiwork) than to be the newest member in Gigi and Kendall's gang. Embroidery can be found across denim, handbags, knitwear, ankle boots... but our craftwork love-in first began over a year ago with the traditional Ukranian folk dresses of Vita Kin—a label which started out as an Instagram phenomenon picked up as special one-off orders by style insiders for their holidays and those hot days of September's fashion week schedule. Now the label is stocked at the likes of Net-A-Porter.com and MatchesFashion.com, but it would appear our appetite for genuinely folkloric lantern-sleeved dresses, kaftans and blouses to wear in a city is not yet sated.
Cue Yuliya Magdych: a newly signed brand in store at Selfridges and a fellow Ukranian who also just so happens to specialise in embroidery from the homeland. Already a firm favourite amongst the chic crowds of Ukraine, Yuliya's collection is primary made of linen dresses in both classic and crazy colourways, plus velvet gowns and cheeky rompers. You are definitely going to see this all over social media once the Greek island-hopping vacations start in the summer… Or if Olivia Palermo jets back to St Barts.
Scroll down to shop some of our favourite Yuliya Magdych pieces.
Which pieces do you re-wear from your holiday wardrobes? Let us know in the comments below...
Hannah Almassi is the Editor in Chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits. Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.
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