In the fast-paced world of fashion, where trends change by the minute and visibility is everything, a powerful communications and PR agency can make all the difference. One agency setting standards for fashion PR in Ukraine is White Rabbit — a boutique PR firm co-founded by Maria Mokhova and Varvara Zikran. From placing pieces on Céline Dion and Julia Fox to landing Korean fashion brands in the pages of Vogue Japan, White Rabbit has quietly become one of the most effective international PR agencies from Ukraine.
If you're a brand founder looking to grow globally, this deep dive into Maria’s journey — and White Rabbit’s philosophy — may be exactly what you need to read.
From Newsrooms to Red Carpets: The Unexpected Origin of a PR Agency
Maria didn’t come to public relations the traditional way. With a background in journalism and years of experience on the receiving end of PR pitches, she eventually crossed over — first freelancing, then leading in-house PR for top Ukrainian brands, and finally launching White Rabbit in 2019 with her co-founder Varvara Zikran. Just two months after Varvara gave birth, the two dove headfirst into launching their agency, armed with six clients and very little sleep.
Why the name White Rabbit? It’s a nod to both Lewis Carroll’s Wonderland character — always guiding others to the right door but never the main focus — and the Matrix’s invitation to discover what's beneath the surface. “That’s what PR is,” says Maria. “We’re not the main character, but we know how to get you where you need to go.”
Fashion First — But Not Fashion Only
While White Rabbit was born out of a passion for fashion, the agency’s work now spans beauty, design, hospitality, and wellness. That said, fashion remains its core — not just for the glamor, but because, as Maria notes, “fashion reflects society.” For White Rabbit, helping a designer break through internationally isn’t about chasing trends — it’s about strategic storytelling, visual identity, and smart positioning in a saturated global market.
Some of their early clients include Ukrainian brands like Norba and Litkovska, now regulars at Paris Fashion Week. One of their most successful launches? Nué Studio, which became a viral phenomenon within its first year — leading to a wave of international brands asking White Rabbit to “do the Nué thing” for them.
Global Reach, Local Soul
One of White Rabbit’s biggest achievements is its ability to deliver global PR results from Kyiv. The agency has represented over 100 brands from around the world — with a surprising number hailing from South Korea. These days, the client mix is roughly 60% Ukrainian brands and 40% international, and White Rabbit continues to lead press efforts for some of Ukraine’s most important fashion and design events, including Ukrainian Fashion Week and Ukrainian Design & Innovation Week.
What Makes a PR Agency Great?
Maria’s answer is refreshingly simple: empathy, efficiency, and results. “We care,” she says. “About the brand, the people, the budgets. Every penny spent on PR should count.”
That philosophy seems to work. Her team has secured coverage in every edition of Vogue except maybe one or two, landed clients in Forbes and The Business of Fashion, and placed their pieces on everyone from Julia Fox to Céline Dion — the latter requiring some convincing of the client (“Why should we dress Céline Dion?” they asked...).
Celebrity placements may look like magic, but Maria is quick to demystify them: “You write 100 emails. Sometimes for years. And one day, you score.”
Advice for Brands Looking to Grow Internationally
If you’re a fashion brand founder searching for a public relations or communications agency to take you global, Maria has two main pieces of advice:
- Know who you are. Stay true to your identity. Authenticity will always win in a crowded market.
- Do your homework. Analyze the market, understand your niche, and work with a PR agency that understands the nuances of timing, storytelling, and strategy.
Going viral is possible — and White Rabbit has done it — but it takes a combination of product, timing, and relentless follow-through. “With all the money in the world, it’s easy,” Maria laughs. “Without it, you need creativity, consistency, and a bit of magic.”
Why White Rabbit?
Whether you're an emerging brand launching your first collection or an established label entering new markets, White Rabbit offers the expertise, connections, and creative strategy to amplify your story.
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Visit White Rabbit Agency’s website
