Empowering Women Through Fashion: The Karunas Journey

Fashion is more than just clothing—it’s a reflection of inner strength and confidence and Ukrainian fashion brand Karunas is fast emerging as a beacon of empowerment. Founded in 2020 by Nadia Karunas, a former psychologist with a passion for creating beautiful and fashionable items, Karunas aims to activate the energy within every woman. In this interview, we delve into the brand’s unique journey, its inspirational style, and its commitment to quality and empowerment.

Can you tell us about the initial inspiration and vision behind founding Karunas? How did your background as a psychologist influence the brand’s core mission of empowering women?

It all started with my dream of improving women’s lives through clothing. The brand’s mission statement is: “Activate your energy”. And my goal was to create clothes that would make every woman feel irresistible. I wanted the clothes to be of such high quality, style and sophistication that by wearing them a woman would become more confident and bold instantly, as if after a therapy session.

Nature, architecture, and the energy of womanhood are mentioned as sources of inspiration for Karunas. How do these elements translate into the brand’s designs and artistic practice?

The main direction of the brand is its identification – we give a definitive nod to the style of the 80s. This was the time of my childhood, the first period of my personality formation. And that’s why this age caught my heart – I consider it very sexy, feminine and relevant. For me – updated by me – it becomes a new classic.

The brand’s slogan, “Activate Your Energy,” is compelling. How do you envision clothing’s transformative power in enhancing the lives of women, and how is this concept reflected in your designs?

KARUNAS’ clothing activates female energy due to its originality, a feature of the cut that favourably emphasises the female figure. We also use a spectacular colour scheme. An important feature of the brand is the quality of our products. They can be worn even inside out and the quality of tailoring will not differ. Quality at all stages of our clothing’s creation is the key to the final result. That is why women are always the centre of attention at KARUNAS. And for women it is valued and important. This is what activates their energy, gives them pleasure, positivity and improves their mood.

Karunas is known for its unique silhouettes, textures, and tailored lines. Could you share how you consistently innovate and maintain a distinct aesthetic across your collections?
We closely follow global trends to keep up with the times, but at the same time remain true to our USP and foundation. We always work with professionals who have many years of experience in designing and creating. We have only these kinds of masters in our team -which is our pride and joy and real achievement! We also have a continual dialogue and cooperation with external stylists and listen to their advice.

Seasonal collections are not the traditional focus for Karunas; instead, you prioritize versatility and longevity in your designs. How do you ensure that each collection complements the previous one while remaining relevant to changing fashion trends?
Style and good taste are always in fashion. And when you imagine a woman who loves herself, who is confident and modern, that is, a woman in the style of “KARUNAS”, with inner charisma and a vision of herself in this changing world, it is easy to create for her with pleasure. Because women change the world for the better and are also a motivating factor to all.

Could you share some specific practices you employ to ensure responsible manufacturing and resource optimisation?
Everything is very simple. We carefully select our employees and test them for their professionalism and human qualities. This is extremely important to us. We work together in a clear and coordinated manner, which helps to prevent undesirable results and optimise resources.

In the face of war in Ukraine, Karunas continued to develop and expand internationally. How did you navigate the logistic and more importantly emotional challenges during this period?

It is important for us to support Ukraine’s economy in this extremely difficult and unpredictable time. And this gives us a strong desire to develop the country and glorify it internationally. It is very important for us to be a pillar for – and support – our homeland.

What are your key goals and aspirations for the brand’s future?

We strive to bring the brand to a renowned international level. We want as many women as possible to be able to activate their energy and decorate the world, remaining unforgettable in the memory of others.