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Vyshyvanka dress

March11 is the brand to thank for the omnipresence of that embroidered dress that has slowly but surely made its way into the wardrobes of women across the world, and helped to make the notion of modest dressing cool again. Inspired by traditional Ukrainian costume, while utilising modern techniques, the initial collection of dresses has evolved to include blouses, skirts and playsuits. Tapping into the immediacy of fashion today, instead of releasing seasonal collections March11 cleverly drops new designs every three months, in an array of colours and styles. If making a statement without showing off too much is your bag, then this is the label for you.

By Phoebe Roche

Svitlana Golovchenko

Robert Mishchenko

Robert Mishchenko and Svitlana Golovchenko were introduced by a mutual friend in February 2015 and realised that they were both passionate about the Ukrainian dress of their home country – by the following month they’d founded March11. Thanks to Mishchenko’s background in styling for ELLE Ukraine, and Golovchenko’s expertise in advertising and marketing, they launched their wildly successful first collection through Instagram. 

This March11 piece is one of the most flattering dresses I own. Whenever I put it on I feel as if I've made an effort, but it's still super-comfortable and wearable. The ultimate solution to the dreaded 'smart casual' dress code


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