Join us tonight, turn off your lights for Ukraine

“It’s a strange feeling – to work in fashion, when your own home is on fire.” Last month, our founder Olya Kuryshchuk was invited along with Julie Pelipas to speak at the BOF Voices about the relationship between the fashion industry and the war in Ukraine. To her, that relationship is an extremely personal one. Olya explained how, since the invasion in February, she has felt like living a double life: finding inspiration in an industry that brings her so much joy, while also feeling increasingly disconnected as fear and anxiety take over. “The moment I leave this stage, I will check my phone for updates.” That disconnect only increases over Christmas, as festivities everywhere remind her of the family she will be missing this holiday season and the many relatives, friends, and acquaintances who are entering the winter at -20° without heat, light, or water.

Inspired by images of friends in Kyiv visiting art exhibitions in the dark and deeply touched by the stories of loved ones living without electricity or water, Olya dedicated the past month setting up a fundraising rally – which we’re asking you to join now.

This Wednesday at 8 pm your local time, we are initiating “60 minutes of darkness” to raise the public’s awareness of the humanitarian catastrophe that is taking place in Ukraine and direct them to a fundraising initiative. An Hour for Ukraine will unite everyone around a common cause #LightUpUkraine. Please join us today – the darkest day of the year – turn off your festive lights, and stand with Ukraine.

The activation is supported by cities across the world with key landmarks and museums taking part in the campaign and turning off their festive lights at 8 pm including the Rockefeller Center Christmas Tree in New York, the Colosseum in Rome, the Trafalgar Square Christmas tree, the Canterbury Cathedral, the Barbican, the Whitechapel Gallery, and the Design Museum in London.

“Whilst we all prepare for Christmas festivities this hour of darkness reminds us all of the hardships and privations being faced by ordinary Ukrainians every day as they live without power, heat and water in freezing temperatures,” Sadiq Khan, the Mayor of London shared.

Support the #lightupukraine initiative, set up with UNITED24, members of the parliament of Ukraine, the United for Ukraine coalition of more than 500 MPs and MEPs around the world and War against War.