Ukrainian vodka brand Nemiroff has expanded its global brand platform, “That’s My Spirit,” into the fashion arena through a strategic collaboration with Ukrainian designer Ksenia Schnaider at London Fashion Week.
The activation marks a deliberate step beyond the brand’s established sports partnerships, reinforcing “That’s My Spirit” as a broader cultural positioning centred on confidence, individuality, and bold self-expression.
Presented as part of Schnaider’s AW26 collection, the collaboration reimagined Nemiroff as a visible artefact of identity — elevated from an item carried discreetly to a statement piece placed deliberately on the runway. The creative concept aligned with the brand’s core message: bold spirit does not stay backstage.
Fastest-growing vodka brand in the UK
The fashion week activation comes as Nemiroff strengthens its position in the UK, where it is currently the fastest-growing vodka brand in the market. The UK has become a strategic priority, with the company focusing on high-impact, culturally relevant partnerships that build premium credentials and drive brand salience beyond traditional ATL channels.
By integrating into one of the world’s most influential fashion platforms, Nemiroff continues to build visibility within contemporary culture, engaging both trade and consumers through distinctive, experience-led marketing.
From sports to culture
While Nemiroff’s UK presence has been strongly associated with Premier League football partnerships, the move into fashion signals the next evolution of “That’s My Spirit” — transforming it from a sponsorship-led platform into a cross-cultural brand ecosystem.
The collaboration with Schnaider united two Ukrainian-born brands on a global stage, reinforcing shared values of resilience, ambition, and creative independence. At a time when Ukrainian creativity is commanding international recognition, the partnership also subtly underscored the indomitable spirit that defines both the country and the brand.
That’s My Spirit’ is about those who step forward and shape culture — whether in sport, business or design. Expanding into fashion is a natural evolution of our platform. The UK is a key growth market for us, and culturally relevant activations like this strengthen our connection with modern consumers. said Yuriy Sorochynskiy, CEO of Nemiroff
Our design philosophy is about rethinking the familiar and elevating it. Placing Nemiroff at the centre of the catwalk — visible and platformed — reflected that shared belief in boldness and identity. added Ksenia Schnaider
Strategic brand building
With more than 150 years of heritage and distribution across five continents, Nemiroff continues to balance provenance with progressive marketing. Crafted from 100% Ukrainian grain and mineral-rich spring water, the brand’s product credentials underpin a strategy increasingly focused on premiumisation and cultural integration.
The London Fashion Week collaboration demonstrates how Nemiroff is leveraging “That’s My Spirit” as a long-term brand-building platform — one that moves fluidly between sport, fashion, and broader cultural spaces to reinforce its positioning as a confident, globally ambitious vodka brand rooted in Ukrainian heritage.
