“My Native Christmas: Aurora and NGO “Zemlyachki” raise UAH 10 million to buy winter uniforms for Ukrainian defenders
2 December 2025 15:57
The Aurora multimarket chain and the NGO Zemlyachky are launching a joint charity project to support women in the military. The goal is to raise UAH 10 million to purchase specialized winter uniforms for Ukrainian servicewomen.
As part of the My Native Christmas campaign, 5% of the sales of New Year’s goods at Aurora will be used to sew winter uniforms for the Ukrainian Defense Forces. Anyone can join the initiative. The campaign will run from December 1 to December 31, 2025 in all Aurora stores and on avrora.ua.
The idea of the My Native Christmas charity initiative is based on the story of Ukrainian women soldiers who, despite fatigue and everyday life at the front, create Christmas where no one expected it – in a tent after their duty.
The story focuses on a military woman who carefully recreates Ukrainian Christmas traditions for her fellow soldiers, because they make them feel at home even in the harshest conditions. The heroines decorate the tent and share moments that bring them back home – the voices of their families, the smell of the Christmas tree, and the carols that have always united the family.
That is why each item from the Aurora Christmas collection is more than just a decoration. It’s a small symbol of gratitude, support and warmth that connects homes on the home front with tents and dugouts on the front lines.
“For us at Aurora, this initiative is about the strength, traditions and warmth of Ukrainian Christmas. Each item from our festive collection becomes a small symbol of home and warmth, and at the same time a real contribution to the care of the women who defend this home. Our campaign with the Zemlyachky NGO is another way to unite the holiday in the home front with those who are bringing our victory closer to the front,” said Polina Lendel, Brand Director of Aurora multimarket chain.
Today, more than 70,000 women serve in the Ukrainian army, and a significant number of them are still not provided with uniforms adapted to female anatomy and real-life conditions of service. That is why Aurora unites its customers around an important goal – to provide our defenders with comfortable and functional winter uniforms that are crucial for performing their tasks in difficult conditions.
“This is the fourth winter that we, together with the Aurora chain, have been providing women at the front with winter uniforms designed specifically for military women. It is about the safety, efficiency and health of our defenders in combat conditions. Thanks to our partnership with Aurora, we are able to systematically close hundreds of requests from the front lines, and I am sincerely grateful to each and every one of you who is involved in this initiative. This is what real joint work for victory looks like,” says Ksenia Drahaniuk, co-founder of the Zemlyachky NGO.
Each set of winter uniforms will be handed over to female servicewomen of the Ukrainian Defense Forces free of charge.
The My Native Christmas campaign is an opportunity for everyone to join an important cause. All the funds raised will contribute to the support of women who are defending the country today, and each purchased holiday item will unite Ukrainian families in the rear with those who celebrate Christmas on the front line.
The Aurora network, together with the Zemlyachky NGO, continues to consistently support the defenders of Ukraine, for whom warmth, care and quality equipment are a daily necessity.
For reference
“Aurorais a dynamically developing group of companies with direct foreign investments from Horizon Capital, with more than 1,700 Aurora stores in Ukraine and more than 60 Aurora stores in Romania.
The Zemlyachky NGO supports women in the military by providing them with women’s military uniforms of its own design, equipment tailored to their body anatomy, and humanitarian aid adapted to the needs of women at the front. The organization systematically closes thousands of individual requests from female defenders and develops a culture of “female soldier” in Ukraine and abroad. A separate area is psychological support for the military, veterans, and civilians, which Zemlyachky develops in the WISPR Institute for War Psychology project.
