Unveiling the Kalyna Collection To Support Ukraine: Bevza and Mastercard’s Inspiring Collaboration
Step into a world where FASHION MEETS PURPOSE, as Bevza and Mastercard join forces to create a sustainable jewelry collection that pays homage to Ukrainian heritage all the while supporting a charity cause. In a blend of artistry and global impact, the collaboration is showing the dedication of the fashion industry and global brands to create socially impactful projects. ASHION HAS ALWAYS been a powerful force, reflecting society's ever-changing narrative. With the global fashion industry valued at a staggering $1.7 trillion as cited by MarketSplash, it's clear that fashion holds immense influence. And now, the industry is stepping up to address pressing global challenges.
FThe dawn of the 21st century brought forth a new era for fashion, where it became more than just a visual pursuit. With rapid globalization, digital democratization, and increasing societal challenges, fashion transformed into a platform for social change. Informed consumers now demand transparency, sustainability, and inclusivity from brands, pushing the industry to evolve.
Amid this change, collaborations between fashion brands and major corporations are becoming significant drivers of positive change. These partnerships go beyond commercial interests, amplifying the voices of marginalized communities and bringing about tangible differences in the world.
Bevza, a world-known Ukrainian fashion brand, and Mastercard, a global tech company in the payment industry, joined a duo united by a shared vision. They unveiled the purpose driven Kalyna jewelry collection that consists of a pin, a pendant, and a pair of earrings. Kalyna is a red viburnum tree, which is a powerful symbol in Ukrainian culture. This collection is not just about aesthetics; it's a testament to Ukrainian artistry, culture, and resilience — this project prioritizes supporting the war-affected children of Ukraine, exemplifying how the fashion and finance industries can collaborate stepping up in the face of global challenges.
Each piece in the collection intricately melds the kalyna symbol with the iconic Mastercard logo, representing strength and hope. The kalyna, with its berries that endure harsh winters, becomes a symbol of Bevza's design narrative, where tradition meets innovation. Designer Svitlana Bevza, renowned for her New York Fashion Week showcases, speaks of the importance of preserving hope and inspiration, especially now. She states, “Preserving a sense of hope and inspiration is equally integral and challenging during the times of war. This is why I’m especially proud of our partnership with Mastercard.” Bevza also said the red viburnum tree “is a very special spiritual heirloom for Ukrainians. We aspire to share this symbolism with the wider world, uniting people around supporting Ukraine and discovering its cultural roots.”
Beatrice Cornacchia, executive vice president, EEMEA marketing and communications, at Mastercard, said the company’s focus “is to connect people to their passions, their purpose – and each other. We are proud to collaborate on such a special capsule with Svitlana Bevza, giving our cardholders a unique opportunity to support Ukraine while embracing its unique cultural heritage. Only by working together can we drive real impact.”
The collaboration goes beyond symbolism with a great cause: all the net proceeds from the Kalyna collection will support the Ukraine House DC Foundation. The money will help finance prosthetics and rehabilitation programs for Ukrainian children who are injured in the war. This charitable initiative takes precedence, illustrating a deep commitment to social responsibility.
Alongside with that, Bevza's and Mastercard's commitment to promoting local artisanship shines through, as every piece is meticulously crafted in the heart of Kyiv from 24k goldplated brass. Sustainability is at the forefront, with zero waste production and leftover metals repurposed into new creations.
For Mastercard, this collaboration signifies more than fashion. It's an affirmation of its continuous support for Ukraine, spotlighting its culture, connecting people and their purpose, and allowing cardholders to make a contribution into a big cause.
Bevza and Mastercard's partnership is not just a business endeavor; it's a testament to the transformative changes happening in the fashion industry. Together, they are setting new trends and paving the way for a more empathetic and socially conscious world.
The line between aesthetics and activism continues to blur, with fashion setting a legacy that isn't just about creation but the positive change it can catalyze. Through this collaboration, both entities prove that global brands and designers can pave the way for a brighter future.
Join Bevza and Mastercard on their mission to drive positive social change. Together, they are proving that global brands and visionary designers can create a better future, one stunning piece of jewelry at a time.
THIS COLLECTION IS NOT JUST ABOUT AESTHETICS; IT’S A TESTAMENT TO UKRAINIAN ARTISTRY, CULTURE, AND RESILIENCE — THIS PROJECT PRIORITIZES SUPPORTING THE WAR-AFFECTED CHILDREN OF UKRAINE, EXEMPLIFYING HOW THE FASHION AND FINANCE INDUSTRIES CAN COLLABORATE STEPPING UP IN THE FACE OF GLOBAL CHALLENGES.”
Kalyna jewelry capsule is available exclusively on the Mastercard Priceless platform at priceless.com.