BRAND INTELLIGENCE
ZHILYOVA x KHRYSTY ANA
IN-Design | BRAND INTELLIGENCE
2022 JANUARY ISSUE
PLANNED BY | IAJ & STEAMDesign
EDITOR | YUFEI KONG
WRITTEN | LOLA
Every woman has a unique body charm. When you are thinking about the relationship between underwear and women, how will you define the style of women’s underwear in the new era? Is it poetic freedom and comfort? Is it a visual feast full of art? Is it an emotional expression of self-love or a futuristic surprise?
Zhilyova is a niche designer underwear brand in Ukraine. It uses high-quality materials and sustainable design concepts to tell about the self-love, innovation, future and technology of women’s underwear,
and a diversified underwear fashion for women’s freedom, and it releases empowerment.
01
I love myself
Zhilyova was founded in 2014. Its founder Valeria Zhilyova aims to empower women in Eastern Europe. The brand designs underwear from a feminist perspective, encouraging women to take control of their bodies and beauty.
Zhilyova is all about having no boundaries in beauty, showcasing real beauty and empowering others through that. We want to show that it is absolutely normal to look like your authentic self, not to blame yourself for anything, and not to be harsh on yourself.
“Beauty has no boundaries, showing true beauty and empowering others through it”
and it is Zhilyova’s philosophy.
Showing women of different shapes is Valeria’s first challenge. In the conservative Ukraine, people do not seem to quasi ready to accept the real you, most people are accustomed to only accept
those perfect body show.
But she has no intention of retreating. She uses social platforms to show the inclusiveness and diversity of underwear, and uses various forms of propaganda to transcend social boundaries.
In February of this year, Zhilyova and “body-positive activist” advocate KhrystyAna jointly launched a new underwear to support women’s body diversity and the power of self-loving.
Loving yourself means establishing what feels safe for you, even if the world says otherwise or pushes you to follow in someone’s footsteps. You already know. Loving yourself and your body, and being yourself 100 percent of the time. Nobody can steal your happiness from you if you follow these rules.
The overall design of the underwear is dominated by a high-waist thong shape, made of translucent elastic tulle material, and the left side is embroidered with the rainbow-colored “selflove” lettering.
The high-waisted shape wraps the female body, allowing the wearer to feel the comfort and safety of underwear, and also declaring the brand’s shaping of women’s sense of security. The delicate fit and breathable material allow every woman to be a real self and feel more freely.
Zhilyova X KhrystyAna, selected from the official website
02
Future energy
Get rid of conventions and rules by design
"A nebula is a collection of planets, just like human beings are a collection of human power. "
Courtesy of YouTube Video: ZHILYOVA | CAMPAIGN FILM 21/22 | "NEBULA" | Aug 20, 2021
The entire series is inspired by the power elements of the interstellar galaxy. The unpredictable form of the nebula is like the unknown of the female body, full of mysterious future power.
The entire series uses a brand-new galaxy pattern and a futuristic technological design to activate Zhilyova’s special performance of individual human superpowers.
In order to “transform human energy into an individual form”, Zhilyova broke the traditional way of matching underwear and used flared pants and dresses as a new way of wearing,
giving people a unique visual experience.
The exploration of the mysterious power of the Milky Way and outer space has been a
continuing theme for Zhilyova.
The ἀποκάλυψις series is inspired by the universe, trying to show the infinite
power of women through the free exploration of the universe.
Courtesy of YouTube Video: ZHILYOVA LINGERIE, RELEASE ἀποκάλυψις | Nov 2, 2020 | 0:29
The brand invited model and dancer Sonya Mohova to show the free flow of the series, reflecting the spirit of freedom and inner strength through abstract patterns, and show in the unfettered rules
in a futuristic way.
Dresses, suspenders, stockings, and tights are matched with the exquisiteness of silk, allowing the female body to be fully released while being attracted by the mysterious and primitive cosmic patterns.
Gives an extraordinary elegance and interstellar light.
Just when you think underwear has reached the pinnacle of art in embracing the body, Zhilyova dropped an interstellar bomb, appearing in the public eye with the original atmosphere of feminine energy and the interstellar beating palette.
03
Reality
AR technology enhances shopping experience
As personal clothing, physical try-on is the best way to choose underwear, but with the development of technology, more and more people like to choose products online. Zhilyova hopes to enhance customers’ online experience and create a new way of shopping.
Zhilyov a worked with Skywell Software AR development company to create an
AR cross-browser solution.
Zhilyov a worked with Skywell Software AR development company to create an
AR cross-browser solution.
Users do not need to download any application, just click the AR button, all product
information will pop up.
Users can view all underwear suits of various models in a life-size ratio. Next, Zhilyova will also launch the function of uploading customers’ own data, so that consumers can feel the way they are wearing more truly, and synchronize them online and offline as much as possible.
In addition, Zhilyova also incorporated AR integration technology in the shooting of the GC series launched this Valentine’s Day.
The entire series is inspired by Japanese culture and animation. Each group in the series is named after the powerful female characters in Japanese video games, and through AR technology, consumers can simulate and feel as powerful as the characters in the game.
"I believe that the future of fashion lies in providing technical convenience to customers. Virtual fitting, virtual shopping and conscious production are my current main concerns."
—— Valeria Zhilyova
Zhilyova is the first group of diversified brands to create a personal style in Ukraine and speak out for women of different sizes.
We have to admit that in this era of increasing inclusiveness and female power, Zhilyo va really sees the dual needs of women in the modern context for close-fitting design—not only a close-fitting garment, but also the most authentic attitude Express. If fashion is not only design, then intimate clothing is more compatible with the design needs of body and mind.
The cross-temporal style full of fantasy and power brings not only visual attraction and breakthrough, but also a sharp pioneer attitude goes into the heart of every wearer.
Reference materials:
https://hypebae.com/2021/2/zhilyova-lingerie-khrystyana-self-love-underwear-collaboration-https://www.theglassmagazine.com/glass-speaks-to-valeria-zhilyovam-the-designer-empowering-women-in-eastern-europe/
https://zhilyova.com/
https://hypebae.com/2021/8/zhilyova-nebula-collection-lingerie-swimwear-bodysuits-sustainable-release-where-to-buy