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  • Writer's pictureHinton Magazine

From Fashion Emergencies To Ukrainian Superheroes: The Saga Of Jen Sidary. War, Fashion, And Resilience: The Story Behind Angel For Fashion

As the world grapples with the ongoing conflict in Ukraine, one unlikely hero emerges from the bustling streets of southern California to stand alongside Ukraine's resilient fashion community. Jen Sidary, with her background in luxury fashion, embarks on a journey that blends with heartfelt determination, showcasing the power of creativity amidst adversity. Rapidly evolving from concept to reality, Angel For Fashion became a testament to Sidary's indomitable spirit, bringing hope and spotlighting Ukrainian fashion globally. Jen Sidary, the visionary force behind Angel For Fashion, continues to illuminate the industry, proving that even amidst adversity, creativity prevails, and fashion remains a beacon of resilience and innovation.

It's November 2020, and Jen Sidary, a force of nature with a southern California accent as intense as a Hollywood action movie, finds herself at a crossroads. Fresh off a stint at Informa Markets and armed with a laid-off-from-corporate-job glow, Jen decides to take a wild “leap of faith,” which she learned working with the late Tony Hsieh at in 2007. With nothing but a one-way ticket to Kyiv and a dream to escape the lockdowns of Covid in California, she jets off to Ukraine faster than you can say 'fashion emergency.'

Before her whirlwind adventures in Ukraine, Sidary navigated the glitzy world of luxury fashion, from her tenure as President of Sales for Vivienne Westwood America to her strategic alliances as the Head of Zappos Couture.

Kyiv isn't your typical fashion capital, but Jen is different from your typical fashionista. With the gusto of a superhero on a mission, she dives headfirst into the Ukrainian fashion scene, courtesy of her friend Dominique Piotet, a French American with connections deeper than the Mariana Trench.

As Sidary explores the vibrant world of Ukrainian fashion, she discovers a treasure trove of talent hidden in the war-torn country. But hey, when life gives you lemons, you make lemonade. In Jen's case, she started to work with the Ukrainian fashion designers almost immediately after landing.

With the finesse of a seasoned diplomat and the determination of a bulldog in stilettos, Jen corrals Ukrainian designers faster than a cat herder on caffeine. She's like Oprah, but instead of cars, she's handing out opportunities to talented designers like candy on Halloween.

"It’s incredible to think if it weren’t for this, I would have never discovered this extremely talented Ukrainian fashion industry or met all these incredible people I now consider family; I can’t even imagine my life without all of the Angels I met in Ukraine," reflects Sidary, now the founder & CEO of

Partnering with the USAID Competitive Economy Program (USAID CEP) in the summer of 2021, Sidary showcased Ukrainian brands at prestigious fashion events like New York and Paris Fashion Weeks. Through her comedic lens and innate business savvy, Sidary championed Ukraine's fashion industry on a global stage, defying the odds with each step.

Fast forward to February 2022, two days into the opening of her showroom with Ukrainian designers in New York, the war broke out!

But it wasn't all glitz and glamour. As war loomed on the horizon, Sidary found herself navigating bomb shelters and managing fashion logistics from her one-bedroom apartment in Los Angeles. Jen got stranded with all the collections without having the opportunity to return them to the Ukrainian brands, so she took it all and one refugee fashion designer who slept in her one-bedroom apartment in Los Angeles. On February 27th, 2022, Jen's on the phone with Alina Kachorovska, a Ukrainian footwear designer, calling from a bomb shelter. No, seriously, a bomb shelter. But Jen doesn't skip a beat. She's like, 'Girl, we're going to make this work.' And just like that, Angel For Fashion was born!

Angel For Fashion was created as a beacon of hope amidst chaos from these unlikely beginnings. Sidary's entrepreneurial spirit and tireless efforts culminated in the launch of, an e-commerce platform showcasing the best Ukrainian fashion to a global audience. With the speed of a runaway train and the finesse of a cat burglar, Jen and her team whipped up Angel For Fashion.  It's a whirlwind of creativity, chaos, and couture, all rolled into one fabulous package.

The rest, as they say, is history. becomes a guiding light in a world gone mad, bringing Ukrainian fashion to the global stage and proving that even in the darkest times, fashion can shine bright like a diamond. Jen Sidary, the Ukrainian Fashion 'Godmother,' has worked magic, turning adversity into opportunity, one fabulous outfit at a time!

"It seems nothing can stop the Ukrainian spirit," muses Sidary, reflecting on the resilience of Ukraine's fashion industry amidst adversity.

Today, is a testament to Sidary's unwavering commitment to Ukraine's fashion community. The platform thrives with 39 Ukrainian brands and over 1,800 styles, bridging cultures and championing creativity in uncertainty.

From southern California to the frontlines of Ukraine's fashion revolution, Jen Sidary's journey is a testament to the power of resilience and creativity in the face of adversity.