Ukrainian brand DAMIRLI presents a joint inclusive project with the SUPERHUMANS non-profit. In cooperation with the Superhumans Foundation, which is mainly focused on rehabilitation programmes for wounded soldiers, the Ukrainian menswear brand from designer Elvira Gasanova presents a joint charitable initiative.
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The campaign models for the new Damirli collection are soldiers of the Ukrainian Armed Forces who lost their limbs during hostilities and are undergoing rehabilitation. The idea of this photoshoot is to show that even after severe injuries a person’s life can and should continue in the same rhythm as before. Modern high-tech prostheses – such as those financed by Superhumans – are designed to meet any needs and give almost unlimited access to the joys of daily life. In the Damirli lookbook, it is shown that prosthetics owners are still the same handsome, strong men with personalities that shouldn’t be reduced to their injuries.
Designer Elvira Gasanova explains: “I have been following the activities of Superhumans for a long time, fascinated by the amount of aid that comes from them to the defenders of Ukraine. The cooperation began with a donation of 150,000 hryvnias to the fund on behalf of the brand, and later the idea of organizing a joint social project arose. We want to show how important it is to perceive our war heroes not through the prism of their injuries, but rather as inspiring, admirable humans. The war brought a lot of grief to Ukraine and we are all currently learning to live with it. To stop perceiving prostheses as a forbidden topic is one of the most important steps towards psychological rehabilitation of wounded soldiers.”
Along with the release of the new lookbook, Damirli is launching a crowdfunding campaign to raise funds in support of Superhumans. Part of the collection profits will also be transferred to the fund.
