In the heart of Kyiv, as winter’s chill gripped the city and the rumble of conflict lingered in the background, heavyweight boxing champion Oleksandr Usyk found himself in front of the camera for a different kind of fight. The renowned British photographer Charlie Gray, celebrated for his cinematic portraits of luminaries like Robert De Niro and Zinedine Zidane, traveled to Ukraine to capture Usyk for the cover story of the Vogue Ukraine Spring Issue. But this wasn’t just another glossy magazine shoot. Over three days, Gray and stylist David Bradshaw followed Usyk through locations that resonated deeply with the boxer: the towering Motherland Monument, the hallowed halls of the Olympic training center, and the gritty interior of a local boxing club. The result was a portrait not just of a world-class athlete, but of a man shaped by discipline, family, and the enduring spirit of his homeland, even as war raged on outside.
"For the first time, I was featured on the cover of Vogue Ukraine. It was a truly valuable and exciting experience for me—an opportunity to open up in a new way, share something deeply personal, and talk about what matters most," Usyk shared in his interview with Vogue Ukraine. The feature, published on April 10, 2026, offered readers a rare glimpse behind the gloves, inviting them to understand the person behind the champion.
But Usyk’s recent forays into the world of fashion haven’t stopped at the pages of Vogue. In 2025, he became the face of Stone Island’s Fall/Winter campaign—a move that, at first glance, might seem like just another celebrity endorsement. After all, Stone Island is no stranger to famous faces; its campaigns have boasted stars like Paolo Maldini and Spike Lee, each bringing their own flavor to the Italian brand’s storied heritage. Yet, as Highsnobiety points out, Usyk’s connection to Stone Island runs far deeper than mere celebrity.
For many in Ukraine and across Eastern Europe, Stone Island has always been more than just a label—it’s a badge of honor. The brand’s iconic compass patch isn’t something you simply pick up at a department store. In post-Soviet cities like Kyiv, young people hunted for Stone Island in the labyrinthine aisles of secondhand shops, searching for that rare gem among piles of imported clothes from Italy and Northern Europe. “I bought a Stone Island sweatshirt from a secondhand reseller when I was 11,” recalls Vlad, a fellow secondhand buyer quoted by Highsnobiety. “Wearing the badge was a stamp of approval on the streets.”
That sense of accomplishment, of having earned something rare and coveted, shaped the identity of Stone Island in Ukraine. “Stone Island was a gem everyone looked for,” added Pavel, another local reseller. The scarcity of the brand made it all the more desirable. For kids like Usyk, growing up in a country where Western luxury was often out of reach, Stone Island wasn’t just clothing—it was a symbol of aspiration and belonging. “A friend of mine gifted me a sweatshirt for my 16th birthday because I was yapping about [how badly I wanted] something from Stone Island,” shared Ilya, another childhood friend. The stories echo a universal truth: we crave what we can’t easily have, and in Ukraine, Stone Island became the ultimate prize.
This backdrop makes Usyk’s role in Stone Island’s campaign particularly poignant. He isn’t just a model or an ambassador—he’s one of the very people for whom the brand holds such meaning. As Highsnobiety notes, “Usyk just happens to be both: a global name and someone who embodies a deep personal link.” When Usyk entered the ring at Wembley in 2025 to face Daniel Dubois, he did so in custom Stone Island gear, carrying not just the hopes of his nation but also the badge that had meant so much to him growing up. That night, he delivered a performance for the ages, winning by fifth-round TKO and securing his place as a three-time undisputed world champion.
It’s hard to overstate the significance of that victory, both for Usyk and for Ukraine. The fight, watched by millions around the world, was a testament to Usyk’s skill and resilience. But for those who knew the story behind the badge, it was also a powerful moment of cultural pride—a local boy who had made good, carrying a piece of his childhood onto the world stage. The symbolism wasn’t lost on Stone Island, either. The brand’s campaigns have always celebrated figures who bring authenticity and real connection to their work, and Usyk fit the bill perfectly.
Back in Kyiv, the Vogue Ukraine shoot offered a quieter, more contemplative side of the champion. Charlie Gray’s lens captured Usyk not just as a fighter, but as a father, a son, and a patriot. The locations chosen for the shoot—the Motherland Monument, the Olympic training center, and a local boxing club—each carried their own weight. The Motherland Monument, a towering statue overlooking Kyiv, stands as a symbol of resilience and national pride. The Olympic center represents years of hard work and sacrifice, while the boxing club is a reminder of the humble beginnings from which Usyk’s journey began.
Throughout the interview, Usyk spoke candidly about the importance of discipline in his life, the role of family, and his deep connection to Ukraine. For a man so often defined by his achievements in the ring, the opportunity to share his personal story was both novel and meaningful. “It was a truly valuable and exciting experience for me—an opportunity to open up in a new way, share something deeply personal, and talk about what matters most,” Usyk reiterated to Vogue Ukraine.
The creative team behind the shoot—led by Creative Director Marta Bertman, Art Director Sergii Kovalyov, and stylist David Bradshaw—sought to highlight Usyk’s humanity as much as his athleticism. Assistants Isabella Peerutin and Yuliia Ostapchuk, along with grooming by Sasha Vetrova, helped bring the vision to life, ensuring that every frame told a piece of Usyk’s story. The agency behind the project, LGA Management, has a reputation for representing some of the world’s most respected artists, and their involvement lent the shoot an added layer of prestige.
As Ukraine continues to navigate the challenges of war and uncertainty, figures like Usyk offer a beacon of hope and resilience. His journey from the secondhand shops of his youth to the cover of Vogue Ukraine and the global stage of Stone Island’s campaigns is a testament to the power of perseverance and the enduring importance of cultural identity. For Usyk, every badge, every photograph, and every victory is a tribute to the place and people who shaped him.
In a world that often celebrates celebrity for its own sake, Oleksandr Usyk’s story stands out as a reminder that true greatness is forged not just in the spotlight, but in the quiet moments of struggle, discipline, and personal connection.