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The story of KEKA is more than a journey from concept to catwalk — it’s a deeply personal chronicle of Kostiantyn Leontiev, where fashion, family, and conscious creativity intersect. What began as a childhood nickname has evolved into a brand that stands for freedom, sustainability, and individuality. In this text, Lieontiev shares the origins of KEKA, the role of his mother in shaping its soul, and how the brand has grown into a platform for mindful, meaningful fashion.
How did the idea of creating KEKA come about, and what journey has the brand taken from concept to reality?
KEKA was born quite spontaneously. Back in 2010, we launched the Odessa Fashion Day project while also running our family business — a beauty salon network called Smart Studio. Throughout this time, my mother, Nataliya Leontieva, supported me fully. She became not only my partner but also my inspiration. With years of experience in fashion design and garment construction, her attention to detail played a huge role in shaping the brand’s approach.
In 2013, during a family discussion, the idea of launching our own fashion brand came up. We already had a showroom space to present collections, and we had years of experience working with designers through Odessa Fashion Day. We understood that with our reputation, both the quality and execution had to be impeccable — after all, we had become a reference point for many young designers who took part in our project.
The name “KEKA” holds deeply personal meaning for me. When my younger sister was around one or two years old, she couldn’t pronounce my name clearly. The version that came easiest to her sounded like “Keka.” That nickname became something warm and intimate — something that stayed with me. So when we came up with the idea of launching a brand, there was no doubt that this would be its name.
We developed the first collection from scratch: researching trends, fabrics, color palettes, and listening to what our audience wanted. I sketched dozens of designs, which my mother and I refined together until we were satisfied. That first collection premiered at Donetsk Fashion Day and later at Odessa Fashion Day. From the very beginning, the brand stood for inclusivity. The show opened with a mature model — Nataliya Lukyanets, the editor-in-chief of Atelier magazine. Even back then, we worked exclusively with natural fabrics that could be recycled — long before sustainability became a trend.
After the success of that first collection — which sold out in just three months — we realized this wasn’t just an experiment. It was the beginning of a new chapter, one that demanded consistency, care, and inspiration. To this day, KEKA remains a brand born from our family’s passion for fashion and art.
What is the concept behind KEKA Fashion, and what message does the brand aim to share with its audience?
KEKA is a brand about freedom of self-expression, mindful fashion, and uncompromising quality. Now, after 10 years of work, we feel more grounded than ever in those values. Although the brand was on pause for the first two years of the war, by the third year I knew I wanted to return to what mattered to me — creating meaningful, well-crafted clothing.
Personally, I believe in the principles of sustainability. My own wardrobe is built on pieces that last for years, that mix and match, that adapt to different moods and moments. That philosophy is the foundation of KEKA.
Last spring, to mark the brand’s 10th anniversary, we presented a new menswear collection that laid the groundwork for our future identity. KEKA is about quality, freedom of expression, gender fluidity, and choosing your own style — not chasing trends. We promote a thoughtful approach to dressing: every piece should not just fit your wardrobe, but become a natural part of your life, highlighting your individuality.
I’m involved in every step of the collection process — from concept to fabrics to technical execution.
While I don’t aim to be a “classic” designer, all the sketches and concepts come from my vision, which a team of professionals helps bring to life. KEKA is not just a brand — it’s a creative platform, a conversation about fashion that serves people, not the other way around.
My goal is to create clothing that means something. I want our pieces to help people feel free, confident, and unrestricted by standards or expectations. KEKA is for those who know who they are, understand what they need, and make conscious choices.
https://keka.com.ua/about/
https://www.instagram.com/keka_fashion