SONI London is dedicated to providing modern essentials for women. We believe that luxury is not about the price tag or the brand name. It's about having the confidence to put yourself out there and knowing that your outfit will not only look good but feel good too. We are committed to streamlined silhouettes and sustainable manufacturing, which allows us to keep our attention on the fit of our garments without sacrificing comfort.

Our philosophy is simple: Be confident. Be empowered. Be you!

Hi, I’m Sonia. Nice to meet you!

I’m a fashion model with over seven years of experience in the industry. I have had the pleasure of working with big names such as Burberry, Harrods, Liberty, ASOS, New Look and Coach, to name a few.

My travels searching for new fashion and ideas have allowed me to study collections and explore the diversity of European fashion designers across the globe. I discovered the most amazing ethical fashion brands and sustainable clothing designers that I was shocked not to have heard of before. After many years, I concluded that independent fashion is the future, and Eastern European fashion brands are not just abundant in quality and creativity but are also reasonably priced. That’s what makes them so wonderful and terribly underrated, because this combination is something that is severely lacking in the West.

Hello, It’s Eugenia Here!

While living in Kyiv, I worked as a head of marketing for a renowned international hair care company, always surrounded by creative, talented and motivated colleagues.

A few years ago, we relocated to London due to my partner’s job posting. Since then, I have volunteered for several projects within our embassy in London that revolved around promoting Ukraine, Ukrainian clothing brands and their talented designers.

This is how fashion became my passion and the heart of my existence.Along with Sonia, I see SONI London as the perfect opportunity to show the world the power of fashion and just how strong, creative and progressive Eastern Europeans are. Besides promoting a carefully selected pool of European fashion designers to a perceptive pool of new customers, we are committing to return a substantial percentage of profits to nominated humanitarian charities supporting Ukraine.