FROLOV Spring/Summer 2025: Balancing Intelligence and Provocation in Couture-to-Wear Fashion
FROLOV is a couture-to-wear brand that combines flawlessness and comfort, intelligence and provocation, social responsibility and serenity. It originates in the heart of Kyiv, where it was founded back in 2015 by Ivan Frolov – a designer and now a creative director of the brand.
Fashion Press Corner / FROLOV
9/5/2024
Getting ready for the upcoming Ukrainian Fashion Week SS25 the UFW team reached out to the participating brands with a question: How is your brand coping with the full-scale invasion? This time, the team spoke to Ivan Frolov – founder and creative director of his Kyiv-based brand FROLOV.
Our team has always understood that the best way to help the country is to do our best and stay true to ourselves. We are proud of every person in the FROLOV team who creates incredible things despite the air raid sirens and the enemy’s rocket attacks on Kyiv.
During the second month of full-scale war, thanks to the team’s energy and vigor, we gradually reinstalled production. First and foremost, we focused on volunteering by sewing body armor. Later, step by step, we restarted all production processes. In April 2022, our website resumed operating.
During the two and a half years of the war, the brand’s presence in Ukraine has significantly increased, not only in fashion but in the social sphere, too. We are proud of our FROLOVHEART project that enabled us to transfer more than 3 million hryvnias to three charitable organizations: one to help children, another to build modular houses, and the last one — to paramedics of the Hospitaliers NGO to acquire tourniquets.
In 2023, FROLOV teamed with the state-owned enterprise “Antonov.” All revenue was directed to reconstructing the An-225 Mriya aircraft, destroyed by the Russians during their attempt to take hold of the Gostomel aerodrome.
Our joint project with the SOVA jewelry brand continued our spring-summer 2024 MOLODA collection. Together, we presented a jewelry line to gather funds for the Children of Heroes Charity Fund, which helps Ukrainian kids who have lost their parents due to the war.
At FROLOV, we felt the unwavering support of the global fashion community. Without it would have been very tough to survive the first months after the full-scale invasion. Ukrainian and international celebrities chose to wear FROLOV. The Eurovision Song Contest in May 2023 is one of the examples. It’s how we communicate about Ukraine, its culture, and art. Jennifer Lopez, Beyoncé, Kylie Minogue, and the Italian band Måneskin — it is hard to name all the artists with whom we worked and keep working. FROLOV’s debut solo show took place in September 2023, during London Fashion Week, within the British and Ukrainian Fashion Council partnership.
Changing narratives, creating new ideas about Ukraine, and building new connections — are what constitute the brand’s mission. We want the world to know Ukraine’s unique culture and talented people. As much so — during the war!
It is a gift to create things chosen by international influencers, to participate in Fashion Weeks, and to remind the world of Ukrainian resilience, talent, and professionalism.
About the brand
«Sometimes people pronounce FROLOV as for love – and there is no mistake. Cause the first thing we create as a brand is a love, and everything we do is with love. That's why the anatomical heart is our logo, and we put it out on each of our pieces», – Ivan Frolov describes.
Freedom and provocation were the brand’s drivers since its first collection. Through clothes, FROLOV explores and communicates messages the brand feels important to raise. It’s about transsexuals’ culture, BDSM ethics and aesthetics, fetishism, LGBTQIA+ movement.
FROLOV is the first Ukrainian brand to become Swarovski® Ingredient Branding partner. FROLOV looks are worn by Beyoncé, Jennifer Lopez, Dua Lipa, Doja Cat, Camila Cabello, Rita Ora, Megan Thee Stallion, Lisa (Blackpink), Kylie Minogue, Khloé Kardashian, Sydney Sweeney, Sabrina Carpenter, Madison Beer, Halle Bailey, Gwen Stefani, Nadia Lee Cohen, Ashley Benson and others.
The aesthetics of FROLOV pieces include corsetry, only lux fabrics and detailed embellishments. The elastic mesh helps to create a perfect fit and special crystals do not cling to the fabric. One of the key features of the brand is customizing the clothes for the unique measurements of each client.
The statement pieces of FROLOV are its cult corsets, bra-bags, and dresses with handmade crystal embroidery. The items of the different collections are easily paired with each other as the brand produces seasonless collections. Other significant FROLOV features are pieces-transformers. Its design made it possible to transform a model into a new, timeless item of perfect quality.
FROLOV is for people who love to express themselves in their own unique way, who love to experiment, who empower their sexuality and treat their looks not just as a piece of clothes, but as a powerful statement.
Collection photos by Volodymyr Bosak; behind-the-scenes photos by Vlad Tomik
