Some stories begin with a concept, but Personal Parade’s new summer campaign began entirely with people. Over the past few years, many of the brand’s closest friends have relocated to different European cities. Like so many Ukrainians, the team quickly learned that staying digitally connected is never quite the same as physically being together. This poignant reality became the foundation for their latest release—not just a collection, but an open love letter to friendship.
Ig: @personalprd
Ig: @personalprdboys
X: @personal_parade
Tiktok: @personalparade
Somewhere along the way, Founder & Creative Director Maksym Nekrasov realised that the most meaningful thing Personal Parade has built isn’t something you can wear; it is the community that grew around it through shared meals, late-night phone calls, and enduring bonds. To honour this, every piece in the lineup carries the name of a real friend of the brand. Throughout the coming weeks, Personal Parade will introduce the people behind those names, inviting global audiences to discover beautiful Ukrainian names—not merely as product labels, but as the real individuals who helped shape this narrative.
The garments themselves maintain Personal Parade’s characteristically playful approach to everyday wardrobe staples. Bandanas are engineered without knots, seamlessly recreating the iconic tied silhouette in a single, fluid shape. Swim briefs cleverly reinterpret the familiar folded newspaper hat, turning a nostalgic childhood paper object into a functional, wearable design. Alongside lightweight shirts and tanks, these summer essentials comprise a wardrobe explicitly designed for communal life.
From its inception, this lineup was imagined for a tight-knit group of friends. For Personal Parade, clothing has never been the final destination; it is simply the beginning of a conversation, a memory, and a reason to gather. To launch the campaign, Maksym Nekrasov has recorded a personal video message dedicated entirely to the friends of the brand, reminding us all to reconnect with the people who matter most.
founder & creative director: Maksym Nekrasov (@maksymnekrasov)
photo: Yasar Turanli (@turanliyasar), Dmytro Muntyan (@muntyan_dmytro), Yehor Honcharov (@yeah_gor_)
Video: Peter Batanov @peterbatanov
Talents: Ege Karabenli (@ege_karabenli),Oliinyk Hryhorii (@_griwa), Benjamin Simeoni (@benjaminsimeoni), Joshua P. Walcott (@joshuapwalcott)
stylists: Maksym Nekrasov (@maksymnekrasov)
Assistants: Yaroslav (@yaroslav_zhm), Bohdan Kulynko (@bogdan_kulynko), Gul Nataliya (@nataliyagul), Khrystyna Hul (@emesistris)
