The founder of Ukrainian brand Etnodim Andriy Cherukha holds an embroidered vyshyvanka shirt, as he speaks with the Kyiv Post at his company’s store in Kyiv on May 25, 2021. The piece is one of nine designs from the brand’s recent collection, which rethinks Ukrainian identity with modern symbols.
Photo by Oleg Petrasiuk
Thousands of years ago, an unmarried Ukrainian woman had poppy flowers embroidered on her white vyshyvanka as a symbol of solitude. But for a woman in modern Ukraine, the ornament would hardly spark any associations with the single life — the logo of the Tinder dating app would do the job much better.
But nobody would actually embroider images as trivial as Tinder’s flame on a linen piece. Or would they?