Ukraine, which permits its military brigades to recruit their troopers straight, is more and more wanting manpower to battle the Russian invasion. As a consequence, army items compete for donations and troops through social media and promoting campaigns counting on macho imagery and engaging fashions to succeed in their target market.
https://www.france24.com/en/live-news/20241018-ukraine-s-army-brigades-battle-to-make-enlisting-sexy