This Lithuanian designer’s promo video is probably the most uplifting thing you’ve seen in months

Have you ever wondered why fashion is for fashion models only? Why so many fashion designers create for the catwalk, ignoring the rest of us? This is not the case with the Lithuanian designer Julia Janus FW 2017-18 collection RESET.

Just several days after the release of Julia Janus FW2017-18 collection an inspirational promo video has been launched to celebrate you, me and everyone else, true to ourselves, free from stereotypes and self-imposed restrictions. A truly uplifting 1 minute of natural joy.

The head of the leading fashion company in the region Julija Janus, who has been inspiring people to set them free from the stereotypes and limitations, has also become a model for the video (see the cheerful blue-haired lady). New video campaign features only amateur models of various ages and body shapes, who embody the philosophy of Julia Janus, to celebrate diversity and prove that style has no size or age limits. Just look at the 72-year-old pink-haired Irena!

Julia Janus 'Reset' FW17-18
Julia Janus ‘Reset’ FW17-18

“All people you see in the video are non-professional models who are either my colleagues from the office or people we have invited to be a part of the video campaign through the open call on the Social Media. I asked all of them to dance as if no one is watching, and they did”, explains Julia Janus.

A minute-long video, shot by the director Alina Lu and videographer Andrey Motorichev, features a cheerful soundtrack by the American songwriter Arlo Tobin. The clip was filmed during the photo shoot for the latest collection by Julia Janus, in stores in Lithuania and abroad.

Julia Janus 'Reset' FW17-18
Julia Janus ‘Reset’ FW17-18

“This time, I just wanted to step back, recharge and start all over again – just the way we restart a computer. That is why the title of the collection is RESET, and that is why the video is all about being yourself, with no rules and boundaries that we impose on ourselves and others. Just all natural, and raw, not fake. It’s not an accident that the working title of the collection was NO BULLSHIT. I really wanted to be straightforward”, explains the designer.