Strange beauty: Clothing label revels in flaws

12.06.2014 Egle Ziemyte : D.Efect : Individualism

Lithuania – Creative director Egle Ziemyte thinks that flaws are beautiful. This notion is the basis of her clothing label, D.Efect, which celebrates defects as signs of individuality.

The brand's fashion film, The Beauty of Imperfection, showcases its latest collection with a montage of objects that others might find flawed. There is a broken teapot patched back together, a freckled face, a bruised leg, with the D.Efect designs only making an appearance in the last 20 seconds of the video. 

‘My collections are full of contrasts, oversized forms, male silhouettes adapted to female forms,’ says Ziemyte. ‘I love to contrast classic fabrics with innovative, interesting and outstanding ones, adding unconventional elements or picking the details which are slightly outlandish.’ 

D.Efect is designed without frills or fuss. By focusing on the notion of imperfection, both in its design and ethos, the brand can appeal to a wide variety of women, who will make the clothing their own. It is a line for which personality shines.

For more examples of the playful approach to fashion films, read our microtrend, The Irony of Fashion

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