ermined not to let the war stop her from fulfilling her dreams. Inside Retail spoke with Vozniak about the origins of Londi, the challenges of building a business in a country at war, and the brand’s celebration of the feminine form. Unlocking a white space in the market Like many brand founders before her, Vozniak was first inspired to pursue entrepreneurship by her father. Growing up, she watched him run a small electronics shop in Berezan, a city in central Ukraine about 47 miles east of Kyiv. The experience convinced Vozniak that she wanted to launch and run her own business. While studying at university, Vozniak conducted research into the products women wanted but couldn’t find on the market. One desire kept emerging: lingerie that was both feminine and fashionable, yet comfortable for everyday wear and tailored to the female form. Vozniak saw the lingerie market as divided into two main categories: beautifully designed but uncomfortable pieces, often tailored to please the male gaze, and comfortable options that were aesthetically plain. That was where the initial seed for Londi was planted. “We wanted to create a brand for women, not for men,” Vozniak said. The brand began to take its present-day form when Vozniak realised the best way to showcase the female body was to draw inspiration from nature itself. As Vozniak told Inside Retail, “Nature is the best way to prove the genius of every body.” Taking inspiration from nature The natural beauty of both the earth and the female form inspires Londi’s designs. Vozniak compares naturally occurring phenomena to parts of the human body: waves to stretch marks, constellations to freckles, and colours found in nature – from soil to warm sand – to different skin tones. Londi’s first three SKUs, the Iconic Top, the Iconic Tanga and the Iconic Shorts, all feature the brand’s signature wave-like designs, with decorative gathers, ribbed textures and sculptural seams. The details allow the fabric to fold and unfold with movement, softly contouring the body without restriction. All garments are designed in Londi’s own Ukraine-based facility and made using natural fabrics, such as cotton or regenerated nylon made from reclaimed fishing nets and marine waste. Production is certified to International Organisation for Standardisation (ISO) standards for responsible and ethical practices. In addition to prioritising natural fabrics, Londi gives surplus fabric a second life through upcycling and produces 70 per cent of pieces only once an order has been placed, reducing material waste and overproduction. In line with its philosophy of designing for the natural beauty of the female form, Londi also prioritises inclusivity. Its pieces are sized XXS-XL, with designs tailored to each size to ensure different bodies feel embraced. Why community is the key to Londi’s success Once the idea for Londi was fully formed, Vozniak began developing the brand, starting with a budget of roughly $330,000, funded through personal savings and an angel investment round. The money was intended to produce stock for a quiet launch. That launch was delayed by almost a year following Russia’s full-scale invasion of Ukraine. Devastated but determined, Vozniak soft-launched Londi at the beginning of 2023 on social-media platforms, including Instagram, before opening a DTC site several months later. Initially, Vozniak and her team filled orders through social-media direct messages and quickly attracted the attention of influencers, stylists, “It Girls” and fashion lovers alike. “In the first month, the product said more about the brand than we did,” Vozniak recalled. She said customers were drawn to the brand’s feminine designs and emphasis on creating a positive, emotional connection with one’s body. Soon after the brand’s launch, prominent influencer Nara Smith appeared in a social-media video wearing several Londi pieces. Vozniak recalled: “We love Nara. She’s so nice, so cute and very professional in what she’s doing. We are happy to have her and a lot of other talented girls be a part of the community we’re building.” But Vozniak does not attribute Londi’s growth to any individual creator. “I don’t think there is one influencer or celebrity giving a massive push for the brand. I don’t believe in this magical pill where you dress someone, and there’s a sudden boom in revenue. Maybe there are some situations that exist like this, but it’s not our case. We are very consistent, day by day, month by month, and so on.” Londi subsequently expanded beyond social media and DTC, securing space in several Ukrainian department stores before moving internationally through wholesale partnerships and pop-ups. “We’re currently working with a group of retailers across Europe and Asia,” Vozniak said. “Alongside several retail partners in Ukraine, you can also find Londi in boutiques in Paris, Tokyo, Barcelona, Lisbon and Bali. Looking ahead, we’re excited to continue expanding internationally. We’d love to see Londi at retailers like Revolve, FWRD, Lisa Says Gah and Kith. We feel these partners have communities that really align with our aesthetic and vision, and we’re actively working toward building those relationships.” Londi is locking in for the long run Since launching with three SKUs, Londi has expanded its lingerie range and moved into additional product categories, including loungewear, swimwear and accessories. The brand generated roughly $800,000 in revenue in 2024. This year, Londi carries 95 SKUs and is comfortably generating seven-figure revenue. Vozniak and her team are now focused on local and international growth. They are seeking capital to fund further expansion, particularly in the US, which accounts for 30 per cent of sales. In August, Londi opened its first physical store in the heart of Kyiv near the Golden Gate, one of the city’s historic landmarks. It is planning to launch its first US pop-up in 2027. Londi is among a wave of Ukrainian brands gaining traction in the US market. Others include Ruslan Baginskiy, Sleeper and Cultnaked. Asked why Londi and other Ukrainian brands resonate so strongly with American consumers, Vozniak said: “Like, in the way they’re thinking about their body and have to face all of these standards of beauty and what the perfect image looks like on the screen, or with the emphasis on body diversity and learning to be comfortable with yourself. I’d also say that we are very similar in the hustle mode, where we have to work a lot to survive in the system.” Asked how her father – the person who first taught her the value of a strong work ethic – felt about Londi, Vozniak beamed. “He’s so proud of me. Like, he doesn’t entirely understand what I’m doing because it’s so different from what he’s used to. Like with our designs and all of the photo shoots we are doing. He’s of an older generation, so it’s harder for him to get these ideas, but he’s so supportive and proud. I’m always telling him that he played a huge part in where I am now, which he won’t take credit for, but I really felt his impact from the early years of my life.” Further reading: How lingerie brand Nuudi System is changing the game through innovative design