Meet the Ukrainian Brand Putting Art on Underwear
LONDI collaborated with artist Iryna Maksymova for Valentine’s Day.
The body is the canvas in this new Valentine’s Day collection by Ukrainian label LONDI. Teaming up with artist Iryna Maksymova, “Swan in Heart” takes the art beyond the easel in a playfully feminine capsule.
The pieces center around the symbol of a swan, a figure that Maksymova regularly uses in her own artwork to embody a quiet strength and harmony. The painted motif appears on tanks, bralettes and underwear with soft background hues of baby blues and pinks. Ruffles and heart-shaped appliqués also feature, adding that playful, girly feel.
For the campaign, Maksymova immersed herself in the creative process through a personal monologue about her inner security and self-acceptance, spoken aloud to ground the collection. Models are seen seamlessly merging with the artwork in a studio space, forming the final composition.
The collection is a statement on natural beauty and authenticity, values that lie at the core of the brand. Take a look at the campaign above and head to the LONDI website to shop the capsule.
In other news, check out Alo’s Valentine’s campaign starring Elsa Hosk.
