Patriotic chants and colourful images of the last decade are popular views in the works of the fashion revolutionaries as well as in the mind of D.Efect Creative Director Egle Ziemyte. Sring-Summer 2017 collection is a symbolic lookout for the Lithuanian identity. The usual eclectic designs were enhanced by the Lithuanian flag colours. An already colourful collection features some unexpected details of the national costume.
A new collection is a continuation of the signature D.Efect code and unique silhouettes, at the same time it hints at the new creative direction of the designer. Less minimalism, more conceptual courage: ‘The creative process reminded me of the collapse of the Soviet Union; just after the walls collapsed everyone tried to bring the sought-after Western aesthetics to their identical Soviet-style homes.’
A combination of the cultures is translated in the mood of the collection photo shoot which was shot in the premises of Vilnius athletics arena – a typical building of the Soviet brutalism architecture. It was perfect surroundings for creating a contrast between concrete constructions and modern silk and linen clothing with a hint of national costume. The pictures enhance main collection colours: black, yellow, white and red with bright brown and blue stripes as seen on the catwalks of Paris Fashion Week. A unique photo shoot atmosphere was created with the help of a photographer Rokas Darulis and a world famous Lithuanian model Julija Steponaviciute.
This season D.Efect presents its first street style capsule collection ‘I’MPERFECT’. The base of the capsule is casual wear and denim. Egle Ziemyte has created a unique, versatile adjustable pair of jeans – you can independently cut the bottom of the slim cut jeans to adjust the length of it.
The capsule collection has adopted global label-stamping trends with brand logos ‘I’MPERFECT’ embellished on some products. This is a long awaited capsule for a particular kind of a client – an invitation to join a secret fashion fan club.
D.Efect SS17 is available online and in stores:
Mados linija, Klaipėda
Mados linija, Kaunas
City Women, Gedimino Pr. 24
City, PC Panorama
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