Festive "Shchedryk" by KHUSTYNA: A Scarf that Unites Tradition and Art
On the eve of Ukrainian Scarf Day, the brand KHUSTYNA presents a new, unique silk scarf called Shchedryk.
Nowadays, it is essential to preserve traditions that form the foundation of our culture while simultaneously creating new ones.
The Shchedryk silk scarf is dedicated to Ukrainian traditions passed down from generation to generation. Historically, the scarf has been a symbol of blessing and wishes for a happy fate. It was gifted as a talisman to protect against adversity and as a sign of care and love.
The brand has recreated the musical notation of the world-famous Ukrainian carol by Mykola Leontovych on an emerald-colored scarf, complemented by images of "shchedryky" (festive carolers) flying above it. This design is not only a tribute to culture but also a symbol of kindness and hope.
Traditionally, KHUSTYNA develops its scarf designs in collaboration with Ukrainian artists. This time, the brand collaborated with the talented artist Olyana Moroz to embed an important message into the scarf: Shchedryk is a gift of good tidings, a chance for a new beginning, and faith in a brighter future.
Since ancient times, scarves in Ukraine have been seen as talismans and symbols of blessings. A scarf was gifted to a girl as a wish for a happy fate, and to a man as a protective talisman that “covers” and shields him. It is a safeguard, a part of culture passed through generations, never losing its significance.
During this festive season, when families gather together, sing Shchedryk, and exchange meaningful gifts, KHUSTYNA invites you to become part of this tradition by gifting your loved ones a scarf rich with profound meaning, symbolizing hope, love, and blessings for the future.
