Are diamonds truly a girl’s best friend? Times are changing, sparklers, because there’s a new trend and it’s dripping with vibrant beads and allegorical secrets of Ukrainian heritage. This is the story of ETNOCODE, a brand that’s imbuing a spell of Ukrainian pride with every bead it strings.
Forget the Bling, Embrace the Bead
Founded in 2020 by two Ukrainian besties, Anna Shakola (a highly-experienced fashion model and producer) and Valerie Karakuts (a serial fashion entrepreneur with a nose for the next big thing), ETNOCODE was born during their “COVID trips”, a time when wanderlust was at an all-time low and exploration bloomed closer to home.
While on a journey to the Carpathian Mountains, their team ventured into the enchanting city of Kosiv and the picturesque villages of Verhovina and Babyno. Along their journey, they came across well-preserved archives of authentic accessories. They discovered that the locals in these regions still upheld the tradition of crafting beaded accessories using age-old techniques. This was a light-bulb moment that eventually led to the intersection of culture and fashion at ETNOCODE.
Starting with just ten pieces, the brand quickly emerged as a phoenix rising from the ashes of limited travel and global uncertainty. It quickly became the talk of the town, or should we say, the talk of the villages.
Beyond Fashion: A Beaded Mission
In times of war, preserving cultural heritage becomes paramount. ETNOCODE’s vision goes beyond just crafting accessories; it’s about preserving Ukrainian traditions and making them a part of everyday life.
But what exactly can you expect from these stunning art pieces? Gone are the days of the “vyshvanky” (traditional embroidered shirts). This brand takes ancient Ukrainian necklaces like “sylyanka” and “kryvulka,” throws in a dash of modern sass, and bam! You’ve got headbands that make you feel like a woodland nymph who raided a magpie’s nest (in the best way possible), chokers that hug your neck like a warm hug from history, as well as tops, sleeves, and skirts that scream classy and elegant with a touch of panache.
The best part of all is that each piece is a one-of-a-kind masterpiece. No mass-produced monotony here. These are labors of love, hand-stitched by Ukrainian artisans who pour their souls into every bead. So, when you wear an ETNOCODE piece, you’re not just adorning yourself – you’re also becoming a part of a global beadniks’ club, a tribe that celebrates fashion with a purpose and cultural revival.
You don’t have to travel to the Carpathians to snag your piece of Ukrainian allure. Shipping worldwide from their Ukrainian base, each piece is a testament to the skilled craftsmen who dedicate two to three weeks to create a collar and up to five weeks to skilfully put together a top or skirt.
The brand’s advocacy extends beyond the loom, with the recent opening of a showroom in Kyiv, Ukraine, and a corner in Miami’s ODDS Concept.
ETNOCODE in Photos, London Debut, and Couture Dreams
ETNOCODE recently flaunted its beaded brilliance in its first professional photo shoot, elevating the accessories from mere beads to works of art. The images, captured by the talented Michael Fedorak, are a visual feast for lovers of indie fashion.
The team has also set its sights on London, with plans to open a corner in the main department store of Ukraine in February 2024. A couture collection and a wedding capsule are in the works this year as beadwork is becoming more popular among celebrities and artists.
But there’s good news for those who cannot wait for that opening. The accessories are currently on display at Fam Beauty in London. You can visit the salon if you’re in the area, maybe get your hair and nails done, and then bring home a piece or two from the collection.
When Beads and Woofs Collide
It is no secret that Shib is bullish on projects and connections that tell stories the world needs to know about. Anna crossed paths with Marcie in Dubai in October 2023, leading to a serendipitous meeting with the Shib team. It’s like the stars (or beads) aligned, creating a destiny that intertwines with the Shib community.
Beads Supremacy: Fashion, Culture, and Symbolism
As fashion aficionados turn to beadwork and embrace the vibrant, soulful world of sui generis brands like ETNOCODE, not only will this become a trend. It is an adventure, a celebration, and a whispered promise that your adornments will be the ultimate fashion statement.
Are you ready to get beaded?
Don’t forget to follow ETNOCODE’s Instagram (@etno.code_) for a bedazzling good time!
