Designer Natasha Zinko On Pivoting To Helping Ukrainian Refugees

My parents stayed with my grandmother until my cousin could get there to be with her. Then my parents made their way to the border through Moldova. I spoke to them on the phone as they were approaching at around 2:30am, and my mother told me there was a line of cars about three or four kilometres long leading up to it. I spoke to her again at 9am the following morning, and they were in exactly the same place. Finally they crossed the border at around 7pm. It’s a nightmare.

Now it has been over three weeks of war. It’s surreal, the time passes so quickly. Every day I am thinking of ways to help. We decided as a company to buy some of the things that people fleeing their homes would need the most from Amazon. While we were waiting for the goods to be delivered we posted about it on Instagram, and then other people started donating too. We have people in Ukraine helping us: we paid for their petrol and they came to the border to meet our van.

Friends in Ukraine have messaged me to say thank you for simply getting the word out there, and helping to make the situation visible. People in Odessa say knowing others elsewhere in the world want to support them is giving them strength. In my flagship store on Dover Street we had a little pink cafe, but the team has repainted it in yellow and blue, the colours of the Ukrainian flag. The response to what’s happening makes me proud – I’m proud every day to be Ukrainian.

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