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Vyshyvanka Day in Ukraine is celebrated annually on the third Thursday of May. Established in 2006, the holiday has, over two decades, evolved into a cultural and social event that unites Ukrainians around the world. Ahead of Vyshyvanka Day, which this year falls on May 21, surveyed Ukrainians confirmed the high symbolic value of traditional embroidered clothing. However, for most respondents, it remains associated with special occasions rather than everyday style. The vyshyvanka is primarily perceived as a symbol of national identity, although most people wear it only a few times a year, and more than half of respondents admit they feel social expectations to wear it specifically on the holiday itself. These are the findings of a new survey by Gradus.

Vyshyvanka as a Symbol of Ukrainian Identity

The study found that for half of surveyed Ukrainians, the vyshyvanka is first and foremost a symbol of national identity. Another quarter perceive it as traditional festive clothing. Only 3% of respondents view the embroidered shirt as part of their everyday wardrobe.

Perceptions of what constitutes an “authentic” vyshyvanka are also closely tied to cultural authenticity. Nearly half of respondents consider ornaments with symbolic meaning to be its defining feature. For 41%, natural fabrics are important. Other characteristics Ukrainians associate with a genuine vyshyvanka include traditional motifs, characteristic ornament placement, and hand embroidery.

How Often Do Ukrainians Wear Vyshyvankas?

Despite its strong symbolic value, the vyshyvanka is not yet a universal wardrobe staple. 37% of Ukrainians own at least one vyshyvanka, while another 28% own two or three. At the same time, a significant share of respondents — 35% of men and 25% of women — reported not owning any embroidered shirt at all.

Wearing practices remain largely occasional. 44% of Ukrainians wear a vyshyvanka several times a year, 17% wear it only once a year, while one-third do not wear it at all.

The most common occasions for wearing a vyshyvanka are national and public holidays, cited by 72% of respondents. Another 40% wear it for official and public events.

Young People Wear Vyshyvankas Less Often, but Integrate Them More Into Everyday Life

Young people aged 18–24 report wearing vyshyvankas the least frequently. Among them, 31% wear one once a year or less often, while 36% wear it several times a year.

At the same time, younger Ukrainians are more likely than other age groups to integrate the vyshyvanka into everyday life. In particular, 23% of respondents aged 18–23 wear embroidered shirts to study or work — the highest показатель among all age groups. This suggests that for the younger generation, the vyshyvanka is increasingly becoming not only a festive attribute but also a natural form of everyday self-expression.

Half of Surveyed Ukrainians Feel Social Pressure to Wear a Vyshyvanka

Overall, 32% of Ukrainians celebrate Vyshyvanka Day. At the same time, 51% of respondents acknowledge feeling a certain degree of social pressure to wear a vyshyvanka on that day, while 39% do not feel such pressure.

“Even if Ukrainians do not wear vyshyvankas every day, they remain an important cultural marker that helps people maintain a sense of connection between generations and belonging to a shared cultural community. During a full-scale war, such symbols acquire particular importance, becoming a source of inner resilience, unity, and social cohesion. At the same time, for younger generations the vyshyvanka is increasingly transforming into a natural form of self-expression,” comments Evgeniya Blyznyuk, sociologist, founder and CEO of Gradus.

The survey was conducted by Gradus using the self-administered questionnaire method in the Gradus mobile application. The sample reflects the structure of the population of Ukrainian cities with more than 50,000 residents aged 18–60 by gender, age, settlement size, and region, excluding temporarily occupied territories and areas of active hostilities. Fieldwork was conducted on May 6–7, 2026. Sample size: 1,000 respondents.

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