Makeup, Photoshop, instagram filters- we all know by now that we are continuously presented a beautified version of a person (including ourselves!). For a little (48,000 You Tube views!) experiment, the exceptional and unconventional clothing brand D.EFECT decided to put models in the spotlight and ask a simple question – what imperfections do they have?
This is the result:
According to the brand, the video might provoke the reaction " Oh, but they are still beautiful." or even " How dare they complain!".
"It says a lot about the state we're in, if even the girls who we consider to be the reason why women constantly feel insecure about themselves, can't stop listing their imperfections. They do not feel like models in ads at all. Because no one does. And that is the whole point of the campaign, which states that you are beautiful preciselybecause you are imperfect. Difference is the source of the beauty, not the pre-supposed media standard. D.EFECT hopes that is a tiny drop of comfort for all us, even if for a few minutes (or days!) and a kind reminder that the beautiful is never regular."
What do you think about this campaign? Let us know in the comments!
D.EFECT was founded in 2009 and is run by Creative Director Egle Ziemyte, a designer who has based her ideas on the notion of "the beauty of imperfection". D.EFECT creates contemporary collections for women who can stand out by their sheer personality and who despise uniforms.
One of the best parts of attending Paris Fashion Week is the people watching. It's not about celebrities--it's about the clothes! It's the one event that everyone saves there 'special' pieces for; the event where everyone in fashion brings their A-game. While some people clearly dress only for the attention, it is still an ideal place to pick up on all the biggest trends of the season. So, what's in fashion right now? While we saw mainly muted colours in blacks, whites and nudes, we did also see bright pops of colour and texture on the more daring crowd. Sneakers continued to be the footwear style of choice, with many dressing down a couture piece with an unassuming white leather pair. We also so the boho trend interpreted with fringing and knit ponchos. Overall, there seems to be a return to simpler, more straightforward dressing. Over-accessorising is no longer de rigeur and the maximalist movement seems to be dying down. Of course, regardless of a trend to strip back, there's always going to be Anna Dello Russo, queen of maximalism, thrown into the mix to stir things up. Catch all of our favourite Paris Fashion Week Fall/Winter 2015 street style snaps below.
We look forward to seeing the Nanushka collection every season. It's just one of those brands that consistently delivers easy-to-wear, well-made, cool girl clothing. The Nanushka girl is not a prim or prissy one, nor is she too fussy or high-maintenance. She's the girl that we all want to be friends with and all the guys want to date. She has a certain easy, nonchalance and confidence. Essentially, we all want to be her and raid her wardrobe! For Fall/Winter 2015, the brand's designer, Sandra Sandor, looked to a Nordic creation mythology and the 70's for inspiration. Sounds esoteric? Well, the result is nonetheless a collection of super cool pieces that we can't wait to wear. Think high necks, thick sturdy fabrics, earthy tones and an overall feeling of laid-back retro coolness. We caught up with Sandra at her team at Tranoi Louvre during Paris Fashion Week to get all the scoop on her to-die-for collection.
Tell us about the inspiration behind the collection.
For Fall/Winter '15, I looked at a Nordic creation mythology called the Edda. The main motif of the collection is the 'life tree', which is the centre of the universe, so all of our prints are based on the remembrance of trees; we have bark textures and branches. You can also see it in our jacquards. The colour story consists of a lot of earthy tones, but I love to mute them down with nudes. I used some graphic colours, as well, such as blue and orange, but I really like them styled together with nudes to soften it. Regarding the silhouettes and the cuts, they're like 70's wardrobe staples. I really love the denim, which is a thick 70's kind of denim that's not over-washed. It's heavy. We have a lot of retro fabrics, even with the jacquard knits. It's a love or hate thing, because it's quite innovative; they're not polyester as polyester was in the 70's, now the quality is much nicer, you don't even sweat in it. But I think people need time to understand the difference that it's not the same synthetic material that it was in the 70's.
Can you tell us about the print?
We always do a story print, which is the story of the collection; there's the 'life tree' and it's the whole cosmos, there are nine 'homes' on the tree in the story. There's a place called 'Asgard' which is basically heaven in the story and this is how we showed it, using a marbling technique that was digitally printed. It's all hand-done and then scanned in with an enlarged scanner and printed on silk. We did the print on the scarf, tunic and shirt.
Last season, for Spring/Summer 2015, you worked with a similar kind of creation story, but it was Australian.
Yes, in a way it's always the same, but it always has contradictions. What I mean by that is I always choose a story that has a metaphorical meaning and lots of symbols. It's usually always involving very earthly moments and earthly stories and references, but at the same time also other-earthly, transcendent and mystical. Every story I choose, it's very important for me. And also with the colour stories, I really like earthy tones, but I like to mix it, like last season we had the iridescence or in the past we've also done organza. So it all appeals to my fabric selections and the textures of the collection. It's always important for me to have a theme to work around.
Do you have favourite pieces this season?
I love the knitted tunic, the poncho cape with the detachable hood. I love the oversized wool coat with belt and the vest. One of our big features with this season's cutting is the transfer seam; there are no side seams on many of our pieces, the coats, the dresses. The story print with the landscape is also doing really well. The 70's waffle fabric I also love, it's very light.
What is it about the 70'sthat appeals to you?
I don't know! I just really love the colours, I love the retro-ness of it and the whole vibe. It's really warm for me, also, regarding the colours. If you look at it photographic eye, it's all of these warm, reddish, rusty shades. I love this. It's not so much the philosophy, but the hippie movement is also a little bit close to me. I love the movie Hair, for example; I watched it when I was young and it really had an impact on me. I don't think I could live my life as a hippie, but I really love their willpower and the relaxed attitude about it, the chill thing about it that you don't need to worry so much.
Which pieces have been selling well this time?
Actually, similar to the pieces that I like myself! But actually some of the more expensive real shearling pieces are selling really well, too. The long belted coat is a best-seller, as well. The poncho and the long knit cardigan are doing really well, too.
The verdict is in: skinny pants are out and a new looser pant silhouette is in for Fall/Winter 2015. From culottes to wide-legs to bell-bottoms, designers showed everything but those ubiquitous skinny legged silhouettes this season. And we're really digging this fresh new direction. It's about a more laid-back, easy aesthetic, made ultra cool in the way the pieces were styled. At Ellery, we saw her signature bell-bottom trousers cut slightly looser, worn with a mini skirt layered on top and a skin-tight lace top to finish off the look. sass & bide also showed a bell-bottom style, but cut slimmer, for a very late-60's rock aesthetic. Camilla & Marc showed multiple pairs of lust-worthy culottes, shown with drape-y tops. Alexis Mabille gave his wide-legged trousers a sexy twist with a midriff-baring top. And, finally, both TELA and D.Efect kept the whole silhouette loose for an ultra cool-girl look, paired with an oversized coat or a slouchy sweatshirt. We seriously can't wait to give our skinny jeans a break and get our hands on these looser trouser styles this fall.
Left to Right: TELA, Camilla & Marc, Ellery, sass & bide, Alexis Mabille, D.Efect.