Ukrainian puffer specialist Ienki Ienki’s Dmitriy Ievenko on collaborating with Liberty, fall 2024 collection, challenges in leading a brand from Kyiv.
An array of floral designs in bright blue, pink and yellow hues, as well as a playful pattern spelling “Flower Power” created by London-based artist and illustrator Hattie Stewart, added to the extensive range the brand presented at the Rainbow Wave showroom in Paris.
These designs have attracted Bella and Gigi Hadid, Emily Ratajkowski, Hailey Bieber, Julianne Moore, Emilia Clarke and Grimes to the brand since Ievenko launched it in 2016.The personalities resonate with Ienki Ienki’s core target of women over 30, “so not the super young girls but more the women who know what they want, who appreciate quality and who can also afford the price,” said Ievenko. The average retail price for a Ienki Ienki jacket is around 1,500 euros.
These add to the likes of Net-a-porter, Moda Operandi and Ssense, as well as the brand’s own e-commerce, which Ievenko said gives him a better understanding of the brand’s audience., the founder said. “We can’t just ship products with DHL as before. Now we have to first deliver the items to our warehouse in Poland, and then from there we ship them with another courier,” he said.It’s just one of the many hurdles the company faces every day to ensure the continuity of the business.
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