Olga Ivanidi: The Vision Behind F4U
Founded by an esteemed model and entrepreneur Olga Ivanidi, F4U was born from her determination to secure a global platform for Ukrainian fashion. After noticing the absence of Ukrainian designers at NYFW in February 2024, she launched F4U that September with a sold-out show.
“Ukrainian fashion is not just embroidery—it’s modern and of the highest craftsmanship,” says Ivanidi. “Ukrainian designers belong on the world stage.”

A Star-Studded Showcase
On February 15, 2025, F4U’s second season, Love and the City, transformed 55 Broadway into a celebration of Ukrainian artistry. Inspired by Valentine’s Day, the event featured pop-up boutiques and a cocktail hour with live jazz, premium Ukrainian champagne and chocolate covered strawberries and hundreds of fresh roses, creating a romantic atmosphere.
The runway featured eight standout brands: Mary Witch
Corsets, Anna Yudaeva Couture, Ira Lysa, Olya Mak, Goya Concept, Sarasvaty Lingerie, Bellanita Intimate, and Swiss designer Muse&Sensia.
Adding to the glamour, Miss Ukraine Universe 2012, Anastasiia Chernova, and Miss Ukraine World 2024, Anhelina Smith walked the runway.

Fashion With a Purpose
Beyond fashion, F4U supports meaningful
causes, with net proceeds benefiting:
- Bird of Light Foundation – Assisting children affected by war.
- New Horizons Hub – Providing IT training
and mental health support for Ukrainian soldiers