How the founder of the Ukrainian brand MOMOT combines aesthetics, business, and the philosophy of a smart wardrobe
A modern wardrobe is not about the number of clothes or fleeting trends. It is about freedom, confidence, and the ability to remain yourself. This is the philosophy developed by Tetiana Momot, founder of the Ukrainian brand MOMOT.
In her approach, a designer’s vision is combined with an entrepreneurial mindset: clothes should be beautiful, functional, durable, and designed to work in real life.
MOMOT’s latest presentation became a continuation of this philosophy. The aesthetics of Michael Jackson, clean silhouettes, suits, coats, a combination of black, white, and red — and, most importantly, women of different ages, heights, and body types.
About freedom in clothing, doing business during wartime, preserving production in Ukraine, working with European markets, and the future of MOMOT — in a conversation with Tetiana Momot.
“Clothing Should Not Change a Woman”
— Tetiana, what was the main idea you wanted to convey through this collection and its presentation? What did you want the audience to feel or understand after the show?
— For me, this show was first and foremost about a woman — strong, free, beautiful, and very different.
I wanted to show that clothing should not change a woman or force her to fit a certain image. On the contrary, it should help her be herself.
That is why there were different women on the runway, and I created a separate look for each of them. I wanted the audience to leave the show with a feeling of energy, freedom, and confidence.
— Why did Michael Jackson’s aesthetic become the conceptual foundation of the show? What about his style and image felt close to the philosophy of MOMOT?
— In fact, this story began with the event itself. Before the MOMOT show, the program featured a dance performance in the style of Michael Jackson, and I decided to continue this aesthetic through clothing.
Besides, I really love his music and style. I am drawn to the way he worked with classic pieces — suits, shirts, jackets, hats — while always looking completely recognizable.
MOMOT also features many suits, coats, clean lines, and black, white, and red. That is why this stylistic direction naturally came together with our clothing.
— You did not copy Michael Jackson’s looks but reinterpreted certain elements of his style. How important is it for you to take cultural codes from elsewhere and transform them into your own design language?
—For me, it is important not to copy, but to take an idea, a mood, or a particular detail and filter it through my own perspective.
In this show, these details included white socks, gloves, hats, loafers, and the combination of black, white, and red. But the clothing itself remained MOMOT.
In general, I like it when a person recognizes a reference but does not see a costume or a literal copy. That is what the work of a stylist and designer is about for me.
A Wardrobe That Works for a Woman
— The runway featured women of different ages, appearances, and body types. Why is it so important for you to present MOMOT on different women rather than only on traditional model figures?
— Because these are exactly the women I dress every day.
My clients are of different ages, heights, and sizes. I do not want to create clothing that looks beautiful only on a runway model.
It was very interesting for me to work with every participant in the show. I selected each look not simply according to size, but taking into account her appearance, character, and the shoes she was wearing. And, importantly, I considered whether she herself liked what she saw in the mirror.
For me, that is what the real life of the brand is about.
— MOMOT has a very clear philosophy — freedom, minimalism, functionality, and a “smart wardrobe.” How do these values translate into a specific product that a client is willing to pay for?
— I always think not only about whether a piece is beautiful, but also about how many times a woman will wear it and what she will be able to combine it with.
I like the idea of “fewer things — more looks.” For example, a coat should work with a suit, jeans, and a knit dress. A jacket should be part of a suit but also work perfectly on its own.
So the client is not simply paying for one beautiful item. She is getting a piece that genuinely works in her wardrobe for many seasons.
— What is the unchanging DNA of MOMOT? What characteristics must a piece have for you to consider it a true MOMOT creation?
— Clean lines, correct proportions, good tailoring, natural fabrics, comfort, and functionality. Most importantly, the piece must remain relevant beyond time.
Clothing should not become boring after one season.
It is also very important to me that each piece can easily be combined with other MOMOT items. I want to create not separate collections that replace one another, but a wardrobe that is gradually built over the years.
Business Approach and International Adaptability
— You entered fashion with a strong entrepreneurial and management background. How has your experience in sales, management, and building business processes influenced what MOMOT has become?
— Very strongly. I have never viewed MOMOT solely as a creative project.
I am a designer, but at the same time, I am a business owner. I think about costs, sales, the team, production, service, and repeat purchases. And perhaps that is why I also approach design in a very practical way.
It is not enough for me to create a beautiful piece. I want people to want to wear it, for clients to return to us years later, and for the brand itself to be able to operate and grow sustainably.
— MOMOT combines a designer approach with a practical business model: limited collections, natural fabrics, personalization, and tailoring according to individual measurements. How do you balance creativity, quality, and commercial efficiency?
— I simply understand very well who I am creating clothing for.
We do not produce huge quantities, so we can respond to clients’ requests relatively quickly. Many models can be made in a different color, adjusted in length or fit, or adapted to a particular woman.
Of course, from a business perspective, this is more complicated than simply producing large quantities of standardized pieces. But this is also one of MOMOT’s strengths — we can remain a brand while working in a highly personalized way.
— After the full-scale war began, you moved to Estonia while keeping production in Ukraine. What was this period like for you from a business perspective, and what decisions helped MOMOT continue operating?
— It was a very difficult period. I found myself in Estonia, while the team, production, and showroom remained in Dnipro.
Essentially, I had to learn how to manage the business remotely and restructure many processes. Online sales, clear communication within the team, production control, and the ability to work with clients remotely became much more important.
But for me, it was fundamentally important to preserve production in Ukraine. MOMOT is a Ukrainian brand, and I want it to continue creating its products there.
— Today, you are developing a Ukrainian brand within an international context. Has your understanding of what a Ukrainian fashion brand should be for an international audience changed?
— Yes. I realized that when entering a new market, it is important to take into account the characteristics of the country, people’s lifestyles, and even their attitude toward color.
For example, based on my observations, in Estonia and other Baltic countries, people more often choose black, grey, beige, and other muted shades. In Spain or France, however, I see many more colorful pieces and bolder combinations.
And this is where one of MOMOT’s strengths comes into play — color. We have a very wide palette, and many of our models can be ordered in different shades. This allows us to play with color: we can present the same piece in grey or beige for one market, and in red, fuchsia, or electric blue for another.
At the same time, MOMOT itself does not change. Our cut, quality, functionality, and smart-wardrobe philosophy remain the same. We simply emphasize different aspects depending on the country.
From a Client’s Need to a New Piece
— You work not only as a designer but also as a stylist, helping women build their wardrobes and individual image. How does working directly with clients influence the design of future MOMOT collections?
— Directly. My clients are one of my main sources of information.
I see what they are missing, which pieces they wear constantly, and which ones remain hanging in the wardrobe. I see problems with fit, length, and combinations.
Very often, a new MOMOT model is created not because “this is fashionable this season,” but because I see a specific need of a woman and think: we need a piece like this.
— Your brand is largely built around the idea of a modern, self-sufficient woman. What changes in the life and needs of modern women do you see today through your work with clients?
— Today, a woman lives a very dynamic life: work, meetings, children, travel, evening plans. Clothing also has to keep up with this rhythm.
That is why versatility is important for MOMOT. Simply changing shoes or adding accessories can make the same suit or dress look completely different. One piece can be worn to the office, to a meeting, in the evening, or taken on vacation.
The need to own a lot of clothes and buy things “for one occasion” is gradually disappearing. That is why we do not simply create clothing; we also show how it can be styled in different ways. Fewer things — more looks and more freedom.
When Coincidence Becomes Part of the Concept
— A show is the moment when a designer presents their vision to the public. What was the most important discovery or strongest moment for you during this particular show?
This show once again proved to me that sometimes coincidences become the main feature of an entire story.
I had long dreamed of creating something in the style of Michael Jackson — and suddenly everything came together. Before the MOMOT show, the organizers had planned a dance performance in his style, and at the last moment, a model who could dance in the style of Michael Jackson joined us. She was the one who appeared in the final look.
I believe in the power of thought: when you really want something, the right events and people appear at the right moment.
And the strongest moment was seeing all 18 looks together and realizing how differently MOMOT can express itself on different women — regardless of age, height, or body type.
— If we talk about the next stage of MOMOT, where do you want to take the brand? How do you see its role in the Ukrainian and international fashion markets in the coming years?
— I want MOMOT to become a strong Ukrainian brand with an international presence while maintaining its own identity.
I do not aim to create a huge number of pieces. On the contrary, I want to develop our smart-wardrobe concept even further: coats, suits, knitwear — pieces that are easy to combine with one another and remain relevant for more than one season.
I want to develop sales in Europe, work with stylists and partners in different countries, and participate in international fashion projects.
But it is important to me that, regardless of the country, MOMOT remains a recognizable Ukrainian brand with its own philosophy — creating not simply clothing, but a thoughtful wardrobe for a woman’s real life.
Read also: Anastasiia Pustovit: “For me, quality is more important than the number of projects”
Author: Inessa Kryvenko
Photo: from the heroine’s archive