Moral Standards

Grey Sheep


milan / italy


Fashion school Polimoda

Graduation year


Main Manufacturing Countries


Moral Standards is a Ukrainian fashion label established in 2018 by Olga Ochkas.

Morality, rules, standards are three words which describe a general message of the brand. Moral Standards is not just about apparel, it's about social problems and philosophic perception of human world. Every garment piece is a part of character, the same character as your neighbour, friend or particularly you. Exaggerated mocking depiction of personality and representation of dramatic consequences of communication between these personalities is an aim and inspiration of the brand. Ironic name opens a question - what is your moral standard and how does it influence your life?

Moral Standards is a combination of historic volumes, bizarre shapes, Victorian motives and modern silhouettes. High quality couture craftsmanship, careful selection of fabrics and attention to details of finishing are the rules of veritable moral outfit execution. Meaningful embroidery and ironic prints make hints about every collection's narrative.

Moral Standards aims to craft apparel which tells stories and gives the choice to be any part of them. Wearing a character to emphasise who you really are or to hide under a mask, which liberate you from any social judgement and standards. Being protected this way allows to trust your own voice and express your personality without restraints.
Live, dream and make our world a little bit better.

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