ANNABO: A MODERN CELEBRATION OF HERITAGE THROUGH STYLE
In an era where mass production often overshadows craftsmanship, Annabo stands apart as a label rooted in culture, detail, and emotion. Founded with a commitment to preserving Eastern European artisan traditions while embracing a resolutely modern sensibility, the brand has become a darling of the New York fashion scene — not just for what it makes, but for what it represents.
Annabo’s DNA lies in its meticulous embroidery, breezy silhouettes, and masterful weaving of Ukrainian heritage into cosmopolitan forms. Their work isn't performative nostalgia; it’s a poetic revival. A living language of fashion where folk traditions find agency in contemporary life. And now, in a bold and timely statement, Annabo announces its participation in New York Fashion Week this September in collaboration with Fashion 4 Ukraine, an initiative organized by cultural force Olga Ivanidi.
To mark this pivotal moment, Annabo partnered with Livein Magazine on a striking editorial lensed by Joseph Fraia, the acclaimed New York-based photographer and Creative Director of JRF Studio. The result is a series of images that capture not only the texture and elegance of Annabo’s garments but their underlying philosophy: fashion as storytelling, rooted in spirit and intention.
Below, we explore each look from the editorial — not as passive admiration, but as immersive portraits of a brand that dares to dress meaningfully.
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Photo by Joseph Ralph Fraia - Model Olga Ivanidi
LOOK 1: THE URBAN NOMAD IN POWDER BLUE
Photographed on the stylish corridors of SoHo, this look is a blueprint for Annabo’s design vocabulary: folkloric craftsmanship, updated with cosmopolitan boldness. The powder-blue tunic dress, belted at the waist and framed by intricate white embroidery, is both relaxed and commanding. The cut of the sleeves — flared, yet crisp — emphasizes Annabo’s finesse in balancing structure with softness.
Openwork floral lace along the arms feels whispery, even romantic, while the pompoms at the drawstring offer a subtle nod to pastoral Ukrainian garments. But nothing about this ensemble is rustic or regressive. Styled with knee-high ivory Western boots and a crochet bonnet, it becomes a paradox of softness and edge — a kind of urban nomadism that is neither costume nor cliché.
This is what Annabo does best: it transcends geography, crafting pieces that are not bound by time or place, but imbued with history and capable of moving through the modern world with confidence.
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Photo by Joseph Ralph Fraia - Model LiBra Laleña
LOOK 2: THE BLACK FLORAL REBEL
If the first look paid homage to light and air, the second commands with grounded sensuality. Here we see Annabo’s mastery of cutwork embroidery turned toward something bolder and sharper. The two-piece black ensemble — consisting of a scalloped crop top and a coordinating long skirt — embraces the body without constriction, allowing shadow and light to move through every pierced petal and stitched motif.
The floral embroidery on both top and skirt is dramatic, but never overwrought. Instead, there’s a clarity in its contrast — black on bare skin — that makes this look equal parts warrior and muse. The top’s hemline, left intentionally unfinished, adds a casual rebellion to the otherwise symmetrical composition.
Accessories are key to the narrative: a series of color-pop bangles adds a flash of playfulness, while a crocheted tote balances the hardness of black with homespun tactility. Meanwhile, the choice of brown platform sandals speaks volumes — comfort is never sacrificed, and movement is part of the outfit’s intention.
Set against a graffiti-tagged wall in Lower Manhattan, this look declares its independence. It doesn’t shout; it owns its space with quiet certainty. A perfect embodiment of the modern Annabo woman: rooted, radiant, and unapologetically herself.
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Photo by Joseph Ralph Fraia - Model Khrystyna Komarovska
LOOK 3: THE DUSK-WHISPERING ROMANTIC
Outside a classic Italian café in Little Italy — a setting that echoes with cultural memory and conversation — the final look takes center stage. This cream-hued maxi dress is a triumph of restraint and detail. With its voluminous sleeves, tonal embroidery, and floor-sweeping hem, it evokes the aura of a sepia-toned photograph brought vividly to life.
This is the dress of a modern-day bard — part poet, part diplomat. The subtle sheen of the fabric, punctuated by tassel ties and embroidery-laced panels, elevates what could have been mere nostalgia into a sophisticated act of refinement. The silhouette is modest but never matronly. Instead, it breathes — both physically and metaphorically — and invites a dialogue between wearer and world.
What seals the look is the choice of accessories: a cognac woven leather bag (as if plucked from an Italian market stall) and soft ballet flats in blush nude. Together, they anchor the look in the now while echoing the themes of craftsmanship and longevity that define Annabo’s ethos.
There is something cinematic about this moment. A woman, at once part of the city and apart from it, cloaked in a garment that tells stories without raising its voice.
Photo by Joseph Ralph Fraia - Model Khrystyna Komarovska
LOOK 4: EFFORTLESS UPTOWN CHIC
This Annabo look exudes a playful yet sophisticated charm, perfectly capturing the essence of a stylish city stroll. The black lace dress, with its intricate detailing, strikes a beautiful balance between edgy and elegant. Paired with crisp white mules and a chic headscarf, it speaks to a woman who appreciates both comfort and high fashion. The structured woven bag adds a touch of bohemian flair, creating an ensemble that feels both current and timeless. It's a look that effortlessly transitions from a sun-drenched afternoon to an evening out, showcasing Annabo's ability to craft pieces that are as versatile as they are stunning.
Photo by Joseph Ralph Fraia - Model LiBra Laleña
LOOK 5: VIBRANT BOHEMIAN ALLURE
Annabo truly shines in this vibrant display of bohemian artistry. The light blue dress, adorned with bold red floral embroidery and delicate tassels, is a testament to meticulous craftsmanship and a joyful spirit. The relaxed silhouette, cinched at the waist, flatters effortlessly, while the rich red slide sandals perfectly complement the dress's vibrant hues. The woven basket bag further enhances the free-spirited aesthetic, making this an ideal ensemble for a leisurely day or a vibrant summer event. It's a celebration of color, texture, and relaxed elegance, proving Annabo's mastery of creating eye-catching and comfortable pieces.
Photo by Joseph Ralph Fraia - Model Khrystyna Komarovska
LOOK 6: WHIMSICAL GARDEN DREAM
This Annabo creation is a delightful blend of whimsical charm and refined grace. The light blue tunic dress, featuring delicate floral embroidery in shades of blue and pink with playful tassels, evokes a sense of springtime freshness. The relaxed, flowing sleeves add to its ethereal quality, while the intricate gold lace-up sandals ground the look with a touch of sophisticated artistry. The woven basket, brimming with greenery, acts as a natural extension of the outfit, creating a cohesive and enchanting narrative. It's a look that feels both effortless and exquisitely curated, showcasing Annabo's talent for designing garments that embody beauty and a serene confidence.
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A FASHION STATEMENT ROOTED IN PURPOSE
These three images — curated with precision, empathy, and respect for place — form more than just a seasonal lookbook. They act as visual essays on femininity, resilience, and culture. And this is no accident. Under the artistic direction of Joseph Fraia and his New York-based JRF Studio, this editorial was conceived not just as a promotional campaign, but as a statement of intent.
Fraia’s ability to let the garments breathe within the environment — without overwhelming them with artificiality — is a rare feat. His lens captures the texture of a sleeve, the sway of a skirt, the subtle defiance in a model’s gaze. It’s fashion photography as document, not fantasy. A style of storytelling that honors the brand’s Ukrainian roots without flattening them into trend.
Annabo’s upcoming participation in New York Fashion Week, facilitated by Fashion 4 Ukraine and the visionary Olga Ivanidi, marks more than a runway appearance. It is a political and cultural affirmation — a stand for artistry in times of unrest, for independence in times of homogenization.
With each stitch, Annabo reclaims the right to joy, beauty, and tradition — not as escapism, but as resistance. These clothes are not passive pretty things. They are vessels. And through them, Annabo affirms its position at the intersection of identity, craftsmanship, and modern elegance.
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FOLLOW THE JOURNEY
As anticipation builds for Annabo’s official NYFW debut this September, Livein Magazine will be your front-row pass to behind-the-scenes moments, exclusive interviews, and in-depth coverage. From backstage prep to runway drama, every detail will be documented with the same thoughtful lens that brought this editorial to life.
To stay connected, follow Livein Magazine on social media and explore more content from this collaboration with Annabo. Expect substance. Expect style. Expect to be inspired by a brand that stitches history into fashion — and wears it with pride.
Editorial credits:
Photos and Creative direction by Joseph Ralph Fraia @jrfstudio - jrfstudio.com
Designer Annabo
Producer Olga Ivanidi for Fashion4Ukraine
Styling:
Makeup Artists:
HS Marta Divel
Article by Livein Magazine Staff @livein_magazine - livein-magazine.com