Fashion Agency London

We are not trying to hide that we have a major crush on the Lithuanian contemporary designer brand D.efect. The Autumn-Winter collection is coming to our online shop very soon (we’re not even complaining about the cold season approaching).

But before we meet September, let’s have a look at what is waiting for us next Summer with this exclusive selection of ‘behind the scenes’ photos of the SS17. D.Efect creative director Egle Ziemyte says that her new collection for SS17 is all about the change – her personal maturity intertwined with the rediscovery of her native Lithuania and the aesthetics of the post-Soviet Baltic States:

The creative process reminded me of the collapse of the USSR. When the borders opened, everyone tried to adapt new Western aesthetics to their Soviet Union “inspired” interiors – you will see that in our photo shoot. This new collection also got me (re)falling in love with the ethnic motives of the Baltic countries and my native Lithuania.

D.efect creative director Egle Ziemyte and Julija Steponaviciute

The aforementioned photoshoot and a new lookbook were shot in the Soviet building of the deemed-to-fall sports arena in the Lithuanian capital. You can definitely feel the sharp contrast between the Soviet infused interior and clean modern clothes.

The astonishing result of the photoshoot was achieved with a dream team behind the lens and in front of the camera: a Lithuanian-born London-based super cute fashion couple – model Julija Step and photographer Rokas Darulis.

And just when we thought it couldn’t get better, we found out some more great news! Very soon D.Efect is introducing an affordable street-wear capsule collection ‘I’m Perfect’ for ALL OF US to enjoy their perfect imperfections. Can’t wait!

D.efect is a sweatshop-free fair trade designer brand designed and manufactured in Europe, Lithuania.

SHOP D.efect Summer Sale items on Fashion Bloc!