TAKEN: Zhilyova’s New Collection Rewrites the Rules of Love

Ukrainian lingerie brand ZHILYOVA releases a new bridal collection, challenging the norms of wedding culture.

Now available, the "TAKEN" collection is "Created for the woman who dares to choose, to love, to marry and to be uniquely themselves," the brand shared. Worn by the likes of Rosalia, Doja Cat, Grimes and Kourtney Kardashian, the new drop urges women to redefine what it means to be "TAKEN."

For many young women, marriage is synonymous with losing autonomy. This results in those who desire authenticity, feeling as if marriage is not an option. In ZHILYOVA's world, this couldn't be farther from the truth.

Aligning with Bridal Fashion Week, the collection subverts wedding culture, featuring an array of dresses and accessories -- but also, trousers and lace capes for unconventional brides. According to the brand, "Each piece echoes the spirit of a custom-crafted fairytale," urging women to choose authenticity over assimilation.

Founder and creative director Valeriia Zhilyova continued: "With "TAKEN," we wanted to capture the essence of modern love and self-expression. It’s a tribute to the journey of choosing and being chosen, on your own terms. This collection is more than just bridal wear; it’s an ode to love, freedom, and the right to choose."

Essentially, being "TAKEN" is about writing your own story, embracing freedom "with open arms" and "choosing your spirit as your guide," the brand closed.

For more, read our interview with ZHILYOVA's founder Valeriia Zhilyova.

Click here to view full gallery at Hypebae