Two years after the standout “Tyolochka” campaign, Ukrainian fashion brand CHER’17 went through a real transformation. New logo. Fresh color palette. Brand-new website. Expanded size range — now including plus-size and petite options. The team almost doubled in size, and a crash-test department was born (yes, they literally test their clothes for durability). The first men’s line. The premium collection, CHER Special.

CHER’17 also started building a strong community around the brand — with events and meetups that bring people together.
Beyond fashion, CHER’17 strengthened its social mission by partnering long-term with the Children of Heroes Foundation.

This wasn’t just a rebranding. It was a rebirth. Not just an update — a new era for CHER’17. The brand has grown up and chosen honesty over showy perfection. They don’t clap back — they listen, evolve, and do the work.

To mark this transformation, we created a fashion explainer film — a fun, stylish way to share everything that happened at CHER’17. And there was a lot to tell. The format helped us tell all the news and changes in a way that felt engaging, light, and true to the brand.

“New Era” became our fourth collaboration with CHER’17 — a symbolic continuation of “Tyolochka.”

In fact, we started right where we left off: the heroine of “Tyolochka” returns as the narrator of “New Era” — a full-circle moment that perfectly mirrors the brand’s evolution.