Can the flap of a butterfly’s wings in Brazil set off a tornado in Texas? This enduring question speaks to the butterfly effect, a concept that comes from chaos theory and encourages us to think about the interconnectedness of the world around us and the potential impact of even the smallest actions. Inspired by this idea, Ukrainian lingerie brand ZHILYOVA launches its latest “Chaos Theory” collection, encouraging women to embrace their inner chaos and use it to fuel creativity, resilience and personal growth.
Words by Fernanda Russomano
Founded in 2014 by Valeria Zhilyova, the Ukraine-based brand became nationally adored for being an advocate of women’s empowerment and standing for diversity, body acceptance and self-love. Designed to celebrate the inner and outer power of modern women, the new collection is “more than just a release of beautiful lingerie”, says Valeria. It “celebrates women who embrace their own unique brand of chaos, whether that means balancing work and family, chasing their dreams, or simply navigating the ups and downs of everyday life.”
Adorned with delicate butterfly embroideries and floral laces, each piece of the collection is “a nod to the idea that small changes can be of big impact.” Focusing on enhancing natural curves while adding a touch of femininity and elegance, the collection features semi-sheer underwire sets, bodysuits, lace-embellished maxi robes, stockings and accessories. With a color scheme of mostly black pieces with shades of blue, light pink and red, this collection was designed keeping in mind ZHILYOVA’s DNA, with pieces that not only are functional and alluring, but also empower women to “feel their best inside and out.”
Like a butterfly emerging out of its cocoon, the Chaos Theory campaign shows women ready to set their inner chaos and power free while modeling pieces from the collection. Always with a sci-fi touch and incorporating the latest augmented reality technology, the video takes us from a high-tech studio to a different reality as an artificially-created woman walks through a desert-like environment surrounded by giant silver-tone butterflies.
Born in Mariupol—a city ravaged by the Russian army in 2022 and still remains under Russian occupation today—Valeria Zhilyova chooses to remain hopeful even after the struggles her family had to endure, which she shared on ZOOT’s post about the brand’s last Genesis Collection. As part of the brand’s ideology to stand for what it believes in, ZHILYOVA has been supporting Ukraine during the Russian invasion by donating 10 percent of all its proceeds to Trinity Ukraine, a foundation that delivers humanitarian help from Europe and the UK to Ukraine.
The Chaos Theory collection is available at zhilyova.com.
All images courtesy of ZHILYOVA.
Edited by Michaela Doyle
Check out ZHILYOVA´s Genesis collection here on ZOOT.