On May 29, the M17 Center for Contemporary Art in the capital hosted an event that pushed the concept of beauty far beyond purely aesthetic perception. The L’Oréal Paris brand organized a grand showcase-manifesto titled “Because You’re Worth It!”, dedicated to female strength, resilience, and the development of women’s entrepreneurship in Ukraine.
Inspired by the legendary Le Défilé L’Oréal Paris fashion show, which traditionally gathers top stars during Paris Fashion Week, the Ukrainian event served as a powerful platform to highlight women who are transforming the country daily. Leaders in business, culture, medicine, education, science, and public service graced the runway, which, according to the organizers, is currently “running through the heart of a nation that refuses to surrender.”
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“Tonight is a manifesto. A manifesto of female power, entrepreneurial spirit, and resilience. In a city of beauty and freedom. And true courage resides here today,” declared from the stage during the event’s opening.
The evening commenced with a performance by singer Zlata Ohnievich, who presented the symbolic composition “One Day.” The main stars of the fashion show were prominent Ukrainian women: L’Oréal Paris ambassador Katya Silchenko, TV presenter Olena Frolyak representing the Age Perfect line, Tetyana Parfilyeva, Dasha Kvitkova, Kateryna Kuzmenko, Anna Zavertaylo, and Valeria Tatarchuk. Fifteen finalists from the fourth wave of the L’Oréal Paris Women of the Year Program, along with six invited heroines from various professions whose daily contributions are vital to the country, also walked the runway as special guests.
For the creation of the participants’ looks, the team exclusively collaborated with local fashion brands, demonstrating solidarity with the Ukrainian fashion industry. The heroines showcased designs from The Coat by Katya Silchenko, CHER’17, One by One, Morandi, Vensa, Nobrandstore, and A.M.G Brand. The agency SAME & Friends was responsible for the organization and execution of the concept, while La Famiglia Catering provided the evening’s culinary ambiance.
The evening’s climax was the announcement of the five winners of the L’Oréal Paris Program for Women Entrepreneurs in Ukraine, each receiving a grant of 500,000 UAH to scale their businesses. Over its four-year history, in partnership with the “Your Support” Charitable Foundation, the initiative has received over 5,500 applications and disbursed more than 21 million UAH in financial aid.
This year’s winners, who are shaping the landscape of Ukrainian business, are:
- Marta Kondryn (Mycelia Tech) — a startup producing eco-friendly packaging from mycelium;
- Liliia Smirnova (VYO Health) — a digital application supporting women’s reproductive and hormonal health;
- Svitlana Yurchenko — the children’s rehabilitation center “You Can”;
- Iryna Koval (BRAMMER) — developing evacuation aid systems;
- Olena Ivanova — the correction center “KAZKA.”
“It was an incredible evening where we celebrated female solidarity and resilience,” emphasized Tetyana Boyar, Marketing Director of L’Oréal Paris. “Leaders who inspire us daily walked the runway. But most importantly, our grant program continues to thrive and expand, and today we proudly announced the names of five more winners.”
The “Because You’re Worth It!” showcase once again proved that modern beauty is inseparable from inner strength, ambition, and the readiness to support one another on the path to achieving significant goals.