Ukraine’s Valeriia Zhilyova founded her lingerie brand ZHILYOVA in the midst of an economic crisis, and now she’s back on the hard road—it is perhaps no coincidence that her new collection is titled CHAOS THEORY. Her brand has enjoyed a tremendous success in the meantime, with her unique and rebellious lingerie now sold worldwide and worn by stars such as Kourtney Kardashian and Grimes. Interview.
When did you start designing lingerie and when did you start the brand?
Lingerie has always been a fascinating garment category for me, offering subtlety and complexity. After years of creating clothing, I felt drawn to exploring this intimate world, and I discovered that lingerie offers a way to connect with a woman’s most personal aspects and promote self-love and acceptance. I made the first lingerie set back in 2014 with my own hands late at night in the kitchen. It inspired me to feel authentic and free and led me to start ZHILYOVA to share that feeling with others. For us, lingerie isn’t just about looking good but feeling good and empowered.
How can the essence of ZHILYOVA be summarized?
I believe that it is lingerie that bears the social responsibility. It is such an emotional and personal area. Nothing affects our self-esteem and perception more. This is the first thing you wear, and it can turn everything 180 degrees. Therefore, the brand entails three essential elements: aesthetics, quality, and diversity. Intricate design, unexpected color combinations, natural forms, and comfort are what our pieces are all about. Speaking of diversity, we are enchanted with the beauty of bodies and the primary mission for us here is to make people fall in love with themselves and show that all bodies deserve to be celebrated and loved. We use only high quality materials and components. We are conscious and firm at every stage: from production to working conditions.
What inspired the main theme of the new collection?
The new collection is centered around the ‘butterfly effect’—a nod to the idea that small changes can make a big impact. Each piece in CHAOS THEORY is designed to empower women to feel confident and comfortable in their own skin, even if they are in the midst of their personal chaos, whether it be balancing work and family, chasing their dreams, or simply navigating the ups and downs of everyday life. This collection is more than just a release of beautiful lingerie. It is a celebration of all modern women: inspiring, empathetic and stylish—those who are unafraid to embrace their unique way of life and create something beautiful. CHAOS THEORY is about harnessing this to fuel creativity, resilience and personal growth.
Do you get inspiration from your hobbies, or do you just do them for fun and to recharge?
I have been a gaming aficionado for as long as I can remember. Together with sci-fi, the industry played a big role in the development of ZHILYOVA aesthetic. These hobbies of mine are mirrored in pretty much all of our campaigns. Each item from the range, irrespective of the season and main theme, is a nod to the gaming world, and we aim to continue to change the perception of lingerie by adding tech and futuristic elements.
How has the war affected the day-to-day running of the business?
The war has been a devastating blow to our brand, but it also inspired us to stand up and fight for what we believe in. We weren’t going to let the war defeat us. We were going to fight back with everything we had. As a business owner, it was a challenging time, but we knew that we had a responsibility to keep promoting hope and positivity through our brand. Eventually, by summer 2022 we resumed our work, more committed than ever to spreading our message of love and resilience in the face of adversity. The war may have changed us, but it has also made us stronger. We have learned how to adapt to these circumstances and navigate the business during the most uncertain times for our country.
How can you find the mind space to be creative in such uncertain times? Especially as a mother, you must worry a lot.
Navigating creativity and keeping a clear mind amidst the uncertainty of these times is undeniably challenging. It’s hard not to dive into the thoughts of war, as even at a distance you can’t help but concentrate on the fact that the horrors happening to your native land are affecting thousands of children, women—civilians. It just breaks your heart. As a mom, I want my son to visit my hometown of Mariupol someday and see it flourishing, just like it used to when I was little. I hope this time will come, and together with millions of Ukrainians, we will get the chance to witness the triumph of justice that each of us is fighting for. At the very beginning of the war, I was volunteering 24/7 for months (i.e., developing evacuation routes, finding necessary medicine, connecting people, etc.), helping everyone I could. The intensity of the process took a toll on my mental health and eventually resulted in a nervous breakdownAt that moment, I decided to go into therapy and start daily meditations, as taking care of your mental well-being is really the key to harmonious interaction with the world and navigating through any circumstances. I feel incredibly privileged to have the ability to access these resources, as they have offered me a valuable opportunity to cope amidst the chaos and find moments of clarity. With the new routine, I managed to get back on track and discovered renewed inspiration and the capacity to bring my ideas to life with a refreshed perspective. This is only the beginning of a new creative journey.
What are the achievements you are most proud of?
I take great pride in the establishment of my own brand as venturing into this new realm required immense courage, unwavering dedication, and profound creativity. Through ZHILYOVA, I have been able to champion the ideals of self-love and acceptance, which are integral to our philosophy. Furthermore, the ability to resume business operations and navigate them through the most tumultuous times I’ve ever experienced, both an entrepreneur and as a Ukrainian citizen, is also an indication of my resilience and unwavering determination. I am proud that it ignites the power to make regular donations and bring victory closer. All of these factors are a daily reminder that I’ve come a long way, one step at a time, and it was all worth it. By overcoming numerous obstacles I can make a positive impact through my work, and this is what truly matters.
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