Designer from Donetsk who dresses Zelenskyy: fashion as Ukraine's visual language
Elvira Gasanova, a fashion designer from Donetsk, is the personal stylist for Ukrainian President Volodymyr Zelenskyy and his family. She emphasizes that clothing can reflect values more powerfully than words.
Elvira Gasanova, born and raised in Donetsk, is a fashion designer whose brand has gained international recognition. She is the personal designer for Volodymyr Zelenskyy and his family, and also creates outfits for the Kardashian family. Gasanova founded her fashion brand in Donetsk in 2013, and her interest in fashion was influenced by her mother, who was a seamstress.
Particular attention was drawn to the shirt Zelenskyy wore to the White House in 2025. US President Donald Trump expressed dissatisfaction that Zelenskyy was not dressed in a formal suit. Following this incident, sales of Gasanova's €215 shirt surged, with most orders coming from the US.
Gasanova believes fashion is a powerful tool for expressing values. "Creating clothes for people who represent Ukraine is both an honor and a responsibility. Every detail matters—the silhouette, color, and message," she says. For the designer, fashion is not just clothing but identity and a way for a woman to communicate with the world without words.
