Ukrainian vodka Nemiroff expanded its ‘That’s My Spirit’ initiative to London Fashion Week after collaborating with designer Ksenia Schnaider.
The activation represents a strategic shift beyond the brand’s established sports partnerships, reinforcing the That’s My Spirit initiative as a wider cultural positioning focused on confidence, individuality, and self-expression.
As part of its partnership with designer Schnaider, Nemiroff Vodka took to the runway during London Fashion Week, held from 19 to 23 February, uniting two Ukrainian-born brands on a global stage.
The vodka brand was included in the designer’s AW26 collection, showcasing Nemiroff’s reimagined identity as a black carrier.
The creative concept is said to align with the brand’s core message: ‘bold spirit does not remain backstage’.
Schnaider commented on the partnership: “Our design philosophy is about rethinking the familiar and elevating it. Placing Nemiroff at the centre of the catwalk – visible and platformed – reflected that shared belief in boldness and identity.”
The 100% Ukrainian grain vodka’s participation in Fashion Week is part of the brand’s growing presence in the UK market.
The UK has become a strategic priority for the company, which is now focusing on impactful partnerships to enhance its premium reputation and increase brand visibility beyond traditional above-the-line advertising channels through experience-led marketing.
Yuriy Sorochynskiy, CEO of Nemiroff, said: “That’s My Spirit is about those who step forward and shape culture – whether in sport, business or design. Expanding into fashion is a natural evolution of our platform.
“The UK is a key growth market for us, and culturally relevant activations like this strengthen our connection with modern consumers.”
Nemiroff’s sports partnerships include multiple Premier League football teams, Rugby Australia with the Wallabies and Wallaroos, and support for Ukrainian heavyweight champion Oleksandr Usyk.
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