Today, charity, fashion and business in Ukraine have become intertwined in a single ecosystem, where professional resources are used to support the country. A striking example of this approach is the work of Iryna Adonina, founder of the United for Freedom charity foundation, entrepreneur and influencer, who combines her experience in the events industry with the creation of impactful, systematic projects.
Especially for the international glossy magazine Business Woman, Iryna spoke about how her foundation helps people affected by the war, why the grant programme for young talented designers at Ukrainian Fashion Week has become a personal mission for her, and what qualities help bring people together around important initiatives in times of profound uncertainty.
How did the idea of creating the United for Freedom charity foundation come about?
Before the full-scale invasion, I had my own event agency. Although I am a medical professional by education — an obstetrician-gynecologist who graduated from Odesa National Medical University — a significant part of my work has always been connected with children and young people. As a mother of three, I understand how many talented, ambitious and promising young people there are in Ukraine who sometimes need nothing more than an opportunity to realize their potential.
When the full-scale war began, I realized that I wanted to use my experience, international contacts and resources to help people affected by Russian aggression. That is how the United for Freedom charity foundation was born.
At the same time, my professional activities became increasingly connected with Ukrainian fashion. I saw the enormous potential of our young designers and the creative industry as a whole. That is why supporting talented Ukrainian youth, particularly in the field of fashion, became one of the foundation’s important areas of work. It is a great honour for me to contribute to the development of a new generation of Ukrainian talent and help them discover new horizons.
How do you manage to combine the worlds of fashion, business and charity?
To be honest, I have never separated these spheres. For me, they have always been about people.
Fashion is not only about beautiful clothes. It is culture, creativity and talented people who shape Ukraine’s contemporary image in the world. Business makes it possible to bring ideas to life, create systematic projects and scale them. And charity reminds us what all of this is ultimately about.
I do not believe that success can be measured only in numbers. For me, it is measured by how many people you have been able to help, whom you have inspired, and how many new opportunities you have opened for others.
That is why, for me, fashion, business and charity are not separate areas but a natural continuation of one another. If your work can change someone’s life for the better, it means you are moving in the right direction.
“I sincerely believe that every person should use their potential not only for their own development but also to open new paths for others.”
Which project of the foundation is the most valuable to you?
For the past several years, United for Freedom has been collaborating with Ukrainian Fashion Week, and this grant programme is currently the closest to my heart.
The greatest reward for me is not seeing the moment when a grant is presented, but seeing what happens afterwards. When young Ukrainian designers create their collections, grow professionally, enter the international arena, and later I meet them at global fashion shows or professional platforms.
At such moments, I realize that we are doing something truly important. We are not simply supporting talent — we are helping it get a chance to be seen.
This is where I see my mission: to inspire, create opportunities and stand alongside those who are shaping the future of Ukrainian fashion. And perhaps this is what motivates me to keep moving forward not only in charity but in every other area of my life.
What qualities, in your opinion, help a woman become a true leader and unite people around important initiatives today?
It seems to me that leadership today is no longer about status or position. First and foremost, it is about humanity.
It is about the ability to listen to others, empathize, and remain open to people and new opportunities even when there is a great deal of uncertainty around you. Empathy is no longer a weakness but a great strength, because it is what helps build trust.
I also believe it is very important not to allow fear to control your decisions. Yes, we are all living through difficult times, but faith in the future, in ourselves and in Ukraine gives us the strength to move forward and inspire others not to stop.
And perhaps most importantly, we must remember that every action we take matters. We can never fully know how one word of support, one opportunity or one good deed can change the life of someone beside us. That is why I believe true leadership begins with the heart, responsibility and the desire to leave behind not only successful projects but also people who have learned to believe in themselves.
Photo: From the heroine’s personal archive