Kyiv Lux is the sixth collaboration between Masha Reva and Syndicate, as well as the artist’s first clothing collection in nine years.
The multidisciplinary project brings together fashion, photography, video, and independent publishing around Kyiv — a city that has become a second home for Masha Reva. The collection’s title ironically combines the idea of the “luxury” of urban experience with lux as a unit of light. The visual language of Kyiv Люкс is built around urban textures, everyday objects, and items from the artist’s personal archive, transformed into prints using a portable scanner. The campaign, created under the creative direction of Baby Prod, was photographed by Margaryta Fal. The campaign features young people, many of whom, like Masha Reva herself, have come to regard Kyiv as their new home.
The project is further accompanied by a self-titled zine featuring photographs by Margaryta Fal, Masha Reva, and Oleg Batrakov, alongside conversations with the campaign’s protagonists. Proceeds from the zine sales will support an ongoing fundraiser for friends currently serving in the Armed Forces of Ukraine.
For the project, Masha Reva also developed a special concept for the display windows of the Syndicate store in Kyiv, featuring a video installation — a poetic portrait of the participants of the Kyiv Люкс campaign.
Campaign credits: Creative Concept, Clothing & Graphic Design — Masha Reva Creative Concept, Casting & Production — Baby Prod (Sonya Kvasha, Sasha Kryvosheia) Photography — Margaryta Fal Video — Sasha Tuz Styling — Vlad Pylypenko Stylist Assistant — Anna Diianchuk Hair Styling — Pasha Lotnik Hair Assistant — Artem Zavadskyi Producer — Khrystyna Prylyp PA — Liza Orliuk Brand Producer (Syndicate) — Sasha Sinaieva Models — Sonya Tkachenko, Solomiia Kozakevych, Yaroslava Zinchuk, Khrystyna Novikova, Dariia Situlina, Kseniia Lysenko, Mykhailo Cherevyk, Tania Diianchuk, Ania Diianchuk, Andrii Sverbius, Sasha Tuz, Sasha Kryvosheia, Sasha Kalachova, Diana Pospielova, Zosia Shapovalenko, Makhim Antonets, Nastia Leliuk, Clemens Pool, Sofa Kolesnyk, Andrii Yurchenko, Katia Bysheva Music — "Koroleva ne pomerla" — The Ukrainians Special Thanks — Len Liggins Zine Photography — Masha Reva, Oleh Batrakov, Margaryta Fal
