Thanks to Ms. Yaryna's many years of experience, the brand's team managed to combine modern fashion trends and authentic elements of the national costume. For example, the leitmotif of "Memories" was the Sumy bow - a noticeable accessory that was loved by fashionistas of this region, native to the EmbroideredGem brand. Its designer Natalia Kyrychenko reinterpreted it not only in the form of a hairpin, but also as an element of clothing: bow ties decorate the cuffs of sleeveless shirts and are used instead of buttons on a vest. A large bow belt complements a festive dress with white-on-white embroidery and lace in the "Richelieu" technique. And even a man's shirt is suggested to be worn in a pair with a minimalist bow tie embroidered with the words "Strength" and "Will".

"While studying archival photographs of different regions of Sumy region, I noticed that many women's images feature such a characteristic element as a bow. It was attached to the hair or decorated with a necklace. It is both an interpretation of Ukrainian traditional bindi ribbons and a tribute to the European urban fashion of the time. Ukraine has never been outside the development of fashion, so it is not surprising that our girls often reinterpreted certain trends from Vienna, Paris, London, Prague or Bucharest to their own taste. European trends were organically woven into the Ukrainian national costume," says folklorist Yaryna Sizyk.

In addition, the “Memories” collection uses embroidery elements from towels of the Sumy region.

“This is an interpretation of the most popular image of Ukrainian mythology — the “Tree of Life”. It combines many sacred and ancient symbols. One of the main ones is birds. We decorated all the items in the collection with them. In the imagination of our ancestors, birds are good harbingers, it was they who created the world from which the tree of life, that is, our entire universe, emerged,” adds Yaryna Sizyk.