Getting Ready for the 21st UAD Gala

Busy week this week on the blog, a lot of exciting events, but the one closest to my heart is the UAD Fashion Design Gala. The event will take place on the 27th of June, which is tomorrow, and this year it will take place in an unconventional location, the new and very modern Sala Polivalenta building in Cluj-Napoca. I can’t wait to see the collections of this year’s graduates, especially the MA collections because a few of the MA graduates had a very interesting professional journey these last two years, and I am sure that their collections will reflect that.

I am also excited that once again I was invited to be a member of the Henkel jury who will award the best collections according to a set of criteria established by representatives of the brand.

Previews with some of the collections we will be viewing tomorrow can be seen on the official Gala UAD facebook page and Instagram, so if you are curious and want to stay in touch with the things to come, like and follow them 🙂

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Style Yourself

“Style can be cultivated along the way, or it can be mimicked. With a little skillfulness, you can simulate style. But the ones that truly have style are usually the ones who don’t care much about clothes. They are comfortable with themselves, and know themselves well, so style comes naturally to them. And this kind of easiness is something you are born with.” This is one of the many interesting and consistent statements that Ovidiu Buta, one of the most preeminent figures from the Romanian fashion industry has made throughout his career. His vast knowledge in the industry is confirmed by every creative project he initiates or takes part in. This is why the opportunity to meet and interact with him during the event organized by Vestige in Cluj-Napoca is something to look forward to.

Style Yourself is a compact styling course where Ovidiu Buta will share the most interesting and important styling tips and tricks, used by the industry’s specialists. Those who register to the event will have the chance to find out how to properly use colors, lengths, accessories, fabrics, and specific clothing items in order to highlight their natural beauty, as well as how to efficiently organize their wardrobe, and many more interesting facts.

The styling courses will take place this Friday and Saturday, starting from 6:00 pm at the new Vestige beauty center, Vestige Centre Ville, in the center of Cluj-Napoca. For more information, and for reservations, you can call these numbers: 0364 110 220 / 0364 102 914.

See you there!1461019_962470537118577_3979384866563592542_n

@ Electric Castle, Fashion is Unplugged

FashionUnplugged_LOGO_ID_Profile_pic_yellow_01-1A couple of months ago I was telling you about a new creative project, Fashion Unplugged, whose aim is to promote young fashion designers from Cluj-Napoca as part of Electric City, an event promoting the forthcoming Electric Castle Music Festival.

After its success during the Electric City event, the Fashion Unplugged team is announcing a second project which will take place during the third edition of the Electric Castle Festival at Banffy Castle, near Cluj. The Fashion Unplugged project invites us fashion aficionados to mix good music with quality fashion design on a specially designed Fashion Stage where 20 designers, stylists, make-up and hairstyle specialists, photographers and special guests will offer us the chance to interact in a nonconventional way with fashion.

Throughout the entire music festival, the Fashion Unplugged “line-up” will include styling workshops, fashion consulting, trend presentations and personalized shopping sessions. The designs on display have been specially created for this event, and had music festival outfits as inspiration. Visitors can purchase the designed products on spot at affordable prices.


The 20 designers who will showcase their designs on the Fashion Stage from the 25th of July until the 28th of July are: Aitai  Lorincz,  Flore  Diana,  Ancuța Sarca,  Andras Andrea, Crina Bulprich, Teodora Vișinescu, Oana Lupaș, Astrid Țîrlea, Ingrid Teodosiu, Anca Țința, Alexandra  Ivașcu,  Nazarica Bartoș, Luis  Drăjan,  Emese Bakó,  Georgiana  Giuroiu,  Florin  Brătan, Sabina Pop.

Fashion Unplugged is a chance for fashion lovers, as well as for a wider audience to interact with designers and their products, to find out more about their work and to consult specialists in styling (Catalin Enache, the official X Factor Romania stylist is the special guest of the event), hairstyle and make-up, and hopefully to understand that we can wear Romanian designs and be cool about it. Those who will step on the Fashion Stage at Electric Castle will get the chance to experience a total make-over which will be caught on camera by Emil Costrut and will be uploaded on the Catwalk15 app.

Fashion Unplugged is powered by The One Magazine.

Setup arrangements by Aramis Feeling





The Magic of Objects

The first fashion IT item I fell in love with was Dorothy’s pair of red shoes. I even bought a cheap version of them, hoping that someday I will be able to travel somewhere over the rainbow. I didn’t…of course, but what that pair of red sparkling shoes showed me was fashion’s ability to generate magic.

But what turns ordinary objects into magical items?

The story

dorothy red shoesDorothy’s Red Shoes

The relation between the wearer and the object

drive jacketThe Driver’s jacket from Drive

The object’s power of seduction

lolita sunglasses

Lolita’s sunglasses

Its inaccessibility

margot tenenbaum fur

Margot’s fur coat

Its playfulness

back to the future nike dunkers

Marty McFly’s  Nike dunks from Back to the Future

Its ability to trick the eye


Elle Driver’s trompe l’oeil trench from Kill Bill

And to distort realities

johnny depp sunglasses

Raoul Duke’s sunglasses from Fear and Loathing in Las Vegas


Art & Fashion for Education

Among many qualities fashion has, one that is close to my heart is its power to change people through the stories it unfolds. Even though fashion design is based on individuality and how each designer reinterprets the world around them, the way in which their ideas, concepts and creations interact can generate a unique experience. Art and Fashion for Education is an event built around this idea of a special kind of interaction, an interaction between art, fashion and education whose goal is to raise funds for individuals with special abilities, but without financial possibilities. In order to achieve this noble goal, a series of Romanian designers were invited to create unique pieces of clothing inspired by renowned artists and their art works. The designers are: Smaranda Almășan inspired by Mike Kelley, Andreea Bădală by Méret Oppenheim , Lucian Broscățean by Joseph Kosuth, Ioana Ciolacu by Damián Ortega, Andrei Dudău by Apichatpong Weerasethakul , Răzvan Firea by Tamara Łempicka, Olah Gyárfás by Cy Twombly, Adelina Ivan by Antony Gormley , Irina Marinescu by Mircea Suciu , Marina Moldovan by Ben Vautier, Sabina Pop  by Nick Cave, Lucian Rusu by Gottfried Helnwein, Carmen Secăreanu by Maya Lin.

It was very interesting to see which were the chosen artists and how did the designers manage to translate art into clothing, to mix their individual aesthetic with the aesthetical universe of the artist they have chosen. In some cases I was able to guess the designer just by looking at his/her inspiration because I could sense the influence of a certain artist in a designer’s work. The entire story behind this event seemed to be a personal one. From the selection of the artist, to the choosing of the fabric, to the final display of the garment, each designer had the opportunity to recreate a work of art by infusing it with his/her personal touch.


So when Lucian Broscățean invited me to take part in his project, as model for the series of images accompanying his design for this event I was overwhelmed with excitement. First of all because I have been a fan and follower of his work for a long time, and have always admired his in-depth analysis of concepts, his unique designs, and his meticulously constructed universe, second of all because I have always been interested in the dialogue between fashion design and art so this was a unique opportunity to observe the way in which this dialogue can be created. Lucian’s inspiration was the work of Joseph Kosuth, one of the most renowned conceptual artists of the 20th century. His work is centered on the exploration of the production and role of language and meaning within art, and although his art may seem detached and stripped of personal meaning, it seduces the viewer at an intellectual level… just like Lucian’s designs. The photos were taken by Mihai Plătică, a talented photographer from Cluj who managed to capture the atmosphere and depth of Lucian’s design and concept.




Lucian Broscatean_Art & Fashion for Education_1

Lucian Broscatean_Art & Fashion for Education

Lucian Broscatean_Art & Fashion for Education_2

Art & Fashion for Education is a project initiated and curated by Pavilion Curatorial Office (Răzvan Ion, Eugen Rădescu and Gergő Horváth) and Bucharest Biennale – Bucharest International Biennial for Contemporary Art. The funds raised throughout this event will be used to buy PC’s which will be donated to talented underprivileged teenagers. The beneficiaries of the program will be selected with the help of ‘Noi Orizonturi’ Foundation.

The exhibition opened on the 14th of May and will go on until the 12th of June inside the Teatrul de Comedie in Bucharest (The Comedy Theatre). It will also take place in Timișoara at the Art Museum (June 23 – July 17, 2015) and in Cluj-Napoca at the National Art Museum (September 3 – 16, 2015).

Fashion Unplugged


This weekend in Cluj-Napoca, fashion unites its creative force with music and brings you Fashion Unplugged. The event is part of Electric City Youth Day, a series of concerts that will take place in different locations in the city throughout this Saturday. Fashion Unplugged aims at promoting Romanian fashion design and Romanian young fashion designers. Sala Polivalenta will host a concept space where visitors will be able to see and buy designer pieces belonging to: Andras Andrea, Florin Bratan – Flow, Luis Drajan, Diana Flore, Oana Lupas, Constantine/Renakossy, Anamaria Pop, Sabina Pop, Anca Tinta, and Teodora Visinescu.

The Fashion Unplugged team offers us a small preview of the collections that will be showcased on the 28th of March: a photo shooting of different outfits composed of the designers’ pieces perfect for concerts and after-parties. “Sporty-gal meets different kind of casual boys”, “Oversized details”, or “Metallic black&white” are styling alternatives put together by Diana Flore for the photo shooting. It’s up to you to choose to be comfortable and original, a little bit extravagant, urban glam, or all black.

unplugged shooting 1Cristina – shirt and pants Oana Lupaș

Andi – hoodie Diana Flore

Vlad – t-shirt Flow, pants Constantine/Renakossy

unplugged shooting 2Cristina – dress Sabina Pop

Andi – pants Luis Drăjan, t-shirt Constantine/Renakossy

Vlad – beanie Flow

unplugged shooting 3Cristina – jacket Oana Lupaș, t-shirt and pants Teodora Vișinescu

Fashion Unplugged is powered by The One Magazine.

Setup arrangements by Aramis Feeling

Photos: Emil Costruț

Models: Cristina Oltean, Andi Pop, Vlad Albu

Hair & make-up: Carmen Burci – Paese

Styling: Diana Flore

5 Reasons Why I Love the New Gucci Collection

1. Because it creates mood

2. Because it portraits a type of sexuality which I find relevant nowadays

3. Because it’s personal

4. Because it has personality

5. Because I finally want to get to know the Gucci girl

Gucci Fall Winter 2014/2015

Gucci Fall Winter 2014/2015

Gucci Fall Winter 2014/2015

Images: ,

Fashion is dead, long live fashion


1aThe more I think about today’s fashion, the more I realize it’s defined by a kind of fear of empty spaces, or horror vacui in fancier terms. From the number of shows/year, the number of pieces in a runway collection, the number of people attending the shows, or lurking outside the shows, the infinite number of tweets, retweets, to the absurd number of clothing items displayed in stores, the fashion industry is desperately trying to feed us content, to fill every inch of our news feed with its creations. Not a single pixel left unused. It almost seems as if it is trying to keep us distracted from what is actually happening…the end of fashion as we know it.

Li Edelkoort, one of the most prominent trend forecaster published recently an Anti_Fashion manifesto in which she argues why she believes the fashion industry “is going to implode”. Throughout the ten chapters that constitute the manifesto, she tackles different issues of the fashion industry, like the educational system, manufacturing, designers, consumers, marketing, and others.  Unfortunately I didn’t have the chance to read the manifesto in its original form, but in the article published on, there was a phrase that caught my attention: “Clothes will become the answer to our industries’ prayers”, due to the marketing’s demand for sellable products, not innovation, or experimentation in the field of fashion design. Slaves to financial institutions, hostage of shareholder interest, designers are recycling trends from the past, fearful of not disappointing the brand owners, and being replaced.

This perspective sheds light on the curious case of Hedi Slimane and his current success in rebranding the YSL brand. In a recent article published on Business of Fashion we are informed about the commercial success of his Saint Laurent experiment. According to recent analysis on sales at different major department stores and multi-brand boutiques, the brand has more than doubled its sales revenue in the three years since he took the creative reins. Despite the negative feedback of fashion critics, Hedi Slimane’s collections proved he has the ability to create clothes that sell. The secret behind this success? “It’s luxury but super basic items such as tailored jackets, bikers, bombers, denims”. Slimane seems to have been a designer ahead of his times, realizing what his consumers want: digestible fashion, perfectly executed, impeccably made ordinary clothes.2aBut where does this change in fashion leave designers that are still trying to innovate, not generate products? Li Edelkoort predicts that couture will make a comeback. “After all it is in the atelier of couture that we will find the laboratory of this labor of love. Suddenly the profession of couturier will become coveted and the exclusive way of crafting couture will be inspiring all others.” It’s almost like an overweight fashion system is slowly realizing that fast fashion is not the answer to its problems, and it’s willing to try a detox program. I really hope it succeeds, and I really hope Li Edelkoort’s predictions will come true: “This is the end of fashion as we know it. Fashion with a big F is no longer there. And maybe it’s not a problem; maybe it’s actually a good moment to rethink. Actually the comeback of couture, which I’m predicting, could bring us a host of new ideas of how to handle the idea of clothes. And maybe from these ashes another system will be born.”FotoFlexer_Photo

photo source:

Book Cover Tee 6


Book Cover Tee is a creative project, which I have been following since its beginning. Created by Noemi Meilman, one of the most thoughtful and dedicated persons I have ever met, through her personal blog – Placerile lui Noe, in collaboration with a talented Romanian fashion designer, and a handful of her close friends, Book Cover Tee is a project dedicated to a noble cause, raising money for the animal shelter Iubirrre.

The 6th chapter of the Book Cover Tee is a very special chapter for me, first of all because I am a fan of the project, and I was extremely happy when I found out that Noemi had invited me to take part in it, and second of all because I had the chance to work with Lucian, one of the most talented people I know, and re-imagine a book cover for one of our favorite novels: If On a Winter’s Night a Traveler by Italo Calvino.  Lucian Broscatean is also the designer invited to create the pattern for this edition’s T – shirt, which makes this Book Cover Tee chapter even more exciting.


“Conceperea T-shirt-ului negru cu un singur accent minimalist alb e ca o extensie a tipurilor de morfologii vestimentare pe care le-am construit in colectiile mele. Forme versatile, volume geometrice, cordoane incorporate fac din T-shirt o piesa care poate fi purtata in multe feluri. Mi-a placut mult ideea lui Noemi de a imprima Book Cover-urile pe spate si asimetric, astfel colaborarea nostra a inclus si implicarea ei creativa in designul final.” – Lucian Broscatean (Designing the T-shirt black, with a single white minimalist accent represents an extension of different types of fashion morphologies existent in my collections. Versatility, geometric volumes, embedded straps transform the T-shirt into a piece of clothing that can be worn in many different ways. I really liked Noemi’s idea of printing the Book Covers on the back, in an asymmetric way, this way our collaboration also included her creative input in the final design, t.n.)

Cartolina Oana Stan & Lucian Broscatean BCT6

If on a Winter’s Night a Traveler, Italo Calvino’s novel which Lucian and I have chosen to occupy a place on the shelf of the imaginary Book Cover Tee “library” is, among other things, a novel about a journey. The journey of the main character is sinuous, fractured, sometimes mystical, introspective and interconnected. If one tried to map this journey, it would reveal a fractured space where an inexperienced traveller could easily feel lost.

The reason we’ve chosen this novel is that we both identified our creative paths with those created and discovered by Italo Calino’s characters. For Lucian was the reconnection with the Nomad character, a recurring character in his collections, a character that crosses the imaginary spaces, exploring their conceptual dimensions in order to finally unravel his own purpose. For me it was a personal connection with the main character of the novel. Like the character from the novel, I am also “reading” fashion with the same curiosity and wonder with which the Reader reads If on a Winter’s Night a Traveler. But just as the reader discovers along the way that things are not as he expected them to be, I keep on discovering new facets of this eclectic creative field, fueling my desire to continue the journey I have started, even if on a winter’s night a traveler would try to convince me otherwise.

Book Cover Tee, chapter 6 was a very special experience for me, a creative experience shared with talented people with whom I share enthusiasm and passion for all things authentic.

Lucian si Oana Stan spateLucian Broscatean si Oana fata

You can buy our T-shirt here

And you can find the rest of the Book Covers imagined for this edition here

Photos by Emil Costrut

Make-Up: Lidia Gligor & Oana Pinte, Vestige Atelier des Beaux Arts

Hairstyle: Simina Diana Cheteles & Dragos Liss, Vestige Atelier des Beaux Arts

Partners: Henkel Romania – Perwoll, Sephora Romania, and Stella Artois

A Reflection on Raf


When Matthew McConaughey’s character in Interstellar enters an extra-dimension where time appears as a spatial dimension showing glimpses of his daughter’s childhood bedroom at various times, he manages to find a solution to save mankind. Raf Simons, for his haute couture show at Dior reconstructs that surreal scene by placing mirror fragments at different angles so that the white scaffolds could reflect in those mirrors creating the impression of an infinite space where ideas interconnect. Will he find the solution to save mankind? Probably not, because that’s not his job. His job is to find, each season, the best solution to keep fashion alive. And that’s not an easy job, and he knows it. All eyes are on him, and he is feeling the pressure of each and every one of his fans, critiques, customers, buyers.


He chose as a reference for this show the iconic pop star David Bowie, and beyond the visual references, I feel that the connection is much deeper. Ziggy Stardust, probably Bowie’s most well-known persona is the personification of an alien who is trying to communicate with mankind through his music, being destroyed in the end by his own inner demons and by the fans that worshiped him. Raf is seen by some as an alien in the haute couture world, a world constricted by rules and standards. And although he proved himself worthy of this world, the fear of him being devoured by it still lingers. Will he manage to deliver his message of creative freedom in the future? Or will he be devoured by his fans, by the Dior heritage, and by his independent nature?



dior_couture4image source:

A Cloakroom of One’s Own

Olivier Saillard, one of the most renowned fashion historians and curators, together with the talented Tilda Swinton have orchestrated a new fashion performance. It premiered a few months ago in Paris during the Festival d’Automne à Paris, and was staged for the second time in Florence, during the Pitti Immagine Uomo event. Entitled “Cloakroom – Vestiaire Obligatoire”, the performance represents a visual reflection on the importance of personal interaction between clothes and their wearers.  In order to do that, Saillard separated the clothes from their owners, and used as symbolic space the cloakroom. The cloakrooms from theaters, restaurants, and clubs are temporary spaces, ephemeral places where clothes are kept while their owners are away. They are, in a way, heterotopic spaces, where clothes can gain new meanings. Alienated from their wearer, and from any status or affiliation with a specific brand, clothes become anonymous canvases waiting for someone to give them meaning. Cloakroom_3

Cloakroom_33Tilde Swinton and Olivier Saillard are the cloakroom keepers. But they do not only watch over the clothes while their owners are gone, they interact with them at a very emotional level. Tilda whispers secret words into the pockets of a coat; she gently caresses a scarf, and tries to resuscitate the meaning out of a blue blazer. Olivier sits quite in the background and subtly intervenes in the performance when he is needed. He is sometimes guiding her, other times helping her, and most of the time just watching. His presence is more subtle than Tilda’s, while her improvisation is almost hypnotizing. The artistic dynamic between the two of them is impeccable, and their performance is not at all pretentious. As Tilda said in an interview, “it is something quite ephemeral, you can’t quite describe it, you can’t write about it, although it’s nice for people to try and write about it, it’s an hour spent in a space…playing”. As I am writing this article, and listening to Tilda’s words, I’m realizing that she is actually right. Sometimes words are just not enough, they just disturb a more meaningful silence. Cloakroom_12


Cloakroom_31Through his performances, Saillard has always tried to tackle different aspects of fashion. Whether it’s “The Impossible Wardrobe”, or “Eternity Dress”, his focus seems to be on the importance of clothes perceived as bearers of history, identity, and personal stories. With “Cloakroom – Vestiaire Obligatoire” he wanted to remind us the importance of humanity in fashion in a time when we are witnessing the objectification of objects through commerce. The fast paced life of a contemporary garment does not allow it to acquire identity, to form a relationship with its wearer, because there is always a new and more interesting garment waiting to be bought and consumed. Olivier Saillard and Tilda Swinton are trying to offer the clothes a space where they can rest, where they can be pampered and talked to, where they can be more than simple commodities.

images source:

DIY Resolutions

I would like to dedicate my first 2015 post to the millions of people who still believe in their New Year’s Resolutions. Even though when it comes to resolutions, my philosophy is – I tried my best and I failed miserably. The lesson is never try (inspired by Homer Simpsons philosophy) – I can accept the fact that for others these resolutions really work. For all of them, and for some non-believers like me, I tried to think of a short list of resolutions for 2015.

So here it goes:

  1. Don’t try to be awesome everyday. Sometimes it’s enough to be just nice


  1. Embrace your okayness


  1. Remember that not everyone really cares if you are famous on the internet


  1. Try and understand what’s beyond the surface


  1. Deal with the fact that sometimes things are simple and shallow


  1. Find a group where you feel welcomed


  1. If you want to be respected, respect others in return


  1. Don’t do sports unless you feel stylish while doing it


  1. Travel in style


  1. When in doubt, hydrate


I wanted my resolutions to be witty, so I used as a source of inspiration Michel Gaubert’s instagram account. Hope you found my resolutions helpful and inspiring, as I would like to be one day

3 for Cluj

Last week I introduced a new category on the blog, promising you a weekly selection of three new and exciting designers. This week’s selection is based on the list of nominees for Romanian ELLE Style Awards category “Best Young Designer”. ELLE Style Awards is one of the most anticipated events in the Romanian fashion industry due to the magazine’s notoriety, as well as for its effervescent selection of designers, models, photographs, artists, and more. This year’s nominees for “Best Young Designer” category were: Alina Morar, Emese Bako, Crina Bulprich, and Imaculatura (a fashion project coordinated by Anca Adina Cojocaru and Irina Constantin). The winner, Alina Morar, was announced yesterday during the Award Gala which was held in Bucharest.

What I found interesting in this year’s selection for this category is the fact that out of 4 nominees, 3 are young designers from Cluj-Napoca. Alina Morar, Emese Bako, and Crina Bulprich are graduates of the University of Art and Design’s Fashion Design department, and together with some of their design colleagues, under the thorough guidance of their University professors, have managed to reconfigure the Romanian fashion map. Although its capital city – Bucharest – is still functioning as headquarter for the fashion industry, with all its events, magazines, boutiques, stores, and connections, Cluj-Napoca is becoming a laboratory for young and fresh ideas and designers. The reasons for this shift is due to the city’s artistic buzz, as well as the UAD (University of Art and Design) on-going strive to create a dialogue with the international fashion scene through internships, scholarships and creative support offered to their students. The emerging group of fashion designers are already proving their relevance on the national fashion stage.









crina-3photo source:




3 for Thursday

Do you remember that episode (it’s from season 6) from Friends when Joey teaches Chandler a way to remember the names of days? It’s one of my favorite Joey quotes:

“Thursday! Look, if you need help remembering, just think of it like this: The third day. All right? Monday, one day. Tuesday, two day. Wednesday, when? Huh? What day? Thursday! The third day! Okay?”

As a way of celebrating Joey’s unique wisdom, and as a way of highlighting the importance of creativity in every aspect of our everyday life (even in the case of re-inventing the seven days of the week), I was thinking of presenting you every week, on Thursday, the third day (according to Joey) a personal selection of designers who will convince you, through their creativity, that things don’t always have to be as they are.

For this week I have chosen three British young designers, and their s/s 2015 collections: Ashley Williams, Claire Borrow, and Hannah Weiland from Shrimp.

Ashley Williams is one of the 8 designers who have received this year’s NEWGEN sponsorship. She  studied a BA in Womenswear at The University of Westminster, and her collection for s/s 2015 focused on the culture clash between the east and west in the late 60s early 70s.

ashley williams

Claire Borrow also studied fashion at University of Westminster, and made her debut in fashion through the platform Fashion East (as Ashley also did), and is now exhibiting with NEWGEN. Her aesthetic focuses around youth culture, and subcultures, and has a “do it yourself” vibe, but the talent and attention for details transpire her collection. For her s/s 2015 show she was inspired by science fiction, creating pieces suited for dystopian girls and boys.

claire borrow 1

claire borrow

Hannah Weiland is a London-based designer whose whimsical line of faux furs is called “Shrimps”. As she describes it, her “sweet, fluffy, and colorful” designs are beautifully crafted, and combine British humor with a touch of the surreal and nostalgia. Although Hannah is still at the beginning of her fashion career, her “Shrimps” are a hit among fashionistas such as Susie Bubble, Kate Foley, Alexa Chung, and Lily Allen. For her spring/summer 2015 collection, Hannah teamed up with lounge-wear brand Poplin and created silk pajamas to complement the Shrimps furs in a playful reinterpretation of the Flintstone’s animated universe.

shrimpsshrimps 2photo source:


Les femmes s’ennuient le dimanche

This week the Romanian brand MURMUR launched a new line of clothing, dedicated to a more private audience, MURMUR Roleplay. As those of you who are familiar with the brand may already know, the aesthetic explored by its designer Andreea Badala is centred on seduction, on sensuality and desire. The MURMUR woman is a strong woman because she knows how to explore her femininity through specific elements which define the feminine universe. Her private space is where she feels comfortable, and her clothes are her weapons of seduction.

With this new line of clothing, MURMUR Roleplay, Andreea Badala wants to explore the hidden corners of her woman’s private space. What she discovers is a place of escape from the everyday restrictions, from socially accepted norms which enclose her fantasy. MURMUR Roleplay explores this “forbidden” place and turns it into a playground for those willing to enter it, offering them an appropriate wardrobe for their secret fantasies.

This new clothing line is composed of outfits, and pret-a-porter pieces inspired by fantasies and roleplaying. Be it a sensual housewife, a seductive housemaid, an untamed athlete, a temptatious nun, or a naughty schoolgirl, all of these roles that a woman plays in order to allure the outside world into her private space are part of a process of self – discovery. All these different characters are hidden inside a woman’s subconscious. The trick is to know how and when to let them out to play.

The collection was launched in a nonconventional space – a hotel, as a performance where different models playing different roles were placed in separate rooms of the hotel. The performance was designed to resemble a peep-show where guests were invited to visually explore the phantasies orchestrated by the designer.

murmur roleplay

murmur roleplay

murmur roleplay

murmur roleplay

murmur roleplay

Photo: George Sandu

You can find the collection at:

Dear readers, I would like to take a few minutes of your time to talk about myself…

This is a sentence that pretty much sums up the discourse of many personal fashion blogs. All those women and men who are willing to offer you exclusive access into their glamorous lives. And you, the reader, the spectator, are happy to take part, on an almost daily basis, in the prefabricated realities of the “ordinary” people like you. Marc – Alain Descamps, a French philosopher and psychologist, resumes the psychological implications of fashion by stating that it is “An overdetermined phenomenon which expresses at the same time the individual, the society, the unconscious and one’s own personal evolution”. But in this process of personal evolution, how does the individual who freely accepts to expose his/her life to the public feel?

I have been scrolling down pages of personal style blogs for more than 4 years now. I’ve been browsing them for different reasons: some of them for styling inspiration, some of them for research, some of them for the love of procrastination, and some of them for the same reason I enjoy reading celebrity magazines: for gossip. Sometimes I envied their lifestyle and their fame, other times I admired their professionalism and their determination to succeed in a world where they are still viewed as mere intruders. But no matter what my feelings towards them were, I have always felt a subtle sense of anguish taking over their personal blogs. What are the psychological implications of a stylized personal experience?

Could the pursuit of a distinct personal experience of fashion, and a distinct style of living cause dissociation in the personality of the blogger?


Could the constant reinvention of the self-image lead to depression?


Or in some cases even depersonalization?


Can the stress of everyday updating, social networking, endorsing brands, and meeting new people lead to anxiety?


Can a fast-paced lifestyle induce an exaggerated enthusiasm for every little aspect of their everyday lives?


Or can it just turn them into apathic individuals?


Once you’re at the top, the fear of losing your social status, your followers, your connections, your friends, can put pressure on your mental and physical health.


But I guess there will always be some hope left for those that try to see things out of the proverbial box. Otherwise all mental institutions would be full of rich, famous and stylish bloggers.


gifs taken from rubyetc tumblr

Fashion Talks in the Fashion Garden

Last weekend I was invited at the Fashion Garden, one of the many events that took place during the Transylvania International Music and Art Festival (TIMAF) in Cluj. For four years now, this festival seeks to offer the public the chance to interact with different cultural fields and to create a coherent dialogue between the public and relevant figures that activate in these fields. Fashion Garden is at its second edition, and this year it was “planted” in the heart of Cluj-Napoca in a pop-up space which displayed pieces from the graduate collections of some of this year’s UAD students. Besides the thorough selection of designer pieces, the Fashion Garden hosted a series of Fashion Talks where important representatives from the Romanian fashion and beauty industries discussed different aspects of their professional journey.

Lucian Broscatean, who manages to focus on his own conceptual fashion brand, and teach at the University of Art and Design, talked about the importance of academic guidance for a young fashion designer. The University of Art and Design from Cluj-Napoca offers its fashion students the opportunity to apply for internships at international brands, where they can learn how to function in the world of fashion, to experience the making of a collection, to deal with the everyday pressures and deadlines, to interact with other designers and other fashion systems. Ioana Ciolacu, a young Romanian fashion designer, who recently won the international ”Designer for Tomorrow” contest, talked about her personal fashion journey, and about the many ways in which winning an international contest changed her professional path. Andreea Macri, a valued Romanian fashion editor, working for The One Magazine, and a well known international fashion photographer, revealed some of the “behind the scenes” secrets from the international fashion weeks. Her backstage and runway photos capture not only the clothes, but the beauty of fashion and the uniqueness of moments in time. Alexandre Eram, the creative brain of the cosmetic brand Melkior, offered us an interesting presentation about the mechanisms behind beauty, fashion and trends in the world of cosmetics while focusing on his own brand.  Last, but not least, two representatives from Farmec, one of the leading Romanian cosmetic brands, talked about the importance of inner beauty in relation to aesthetic beauty, offering us useful tricks on how to feel and look beautiful.

Raluca Popa, the one responsible for planting the first fashion seeds in the Fashion Garden, succeeded once again to bring together a handful of creative minds whose discourses tackled very interesting aspects of our fashion industry. The main subjects of every fashion talk were different, dealing with specific elements from the fashion and beauty system, but they all found common ground in their commitment towards building a coherent and functional system whose main goal is to support and promote beauty and craftsmanship, talent and professionalism, dedication and perseverance.

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ATELIER – The New Online Shopping Experience

This week, during the Romanian Fashion Trends and Brands Salon, a revolutionary application was presented for the first time to the public. ATELIER is an online application which provides a new way of discovering and experimenting with fashion styles. Tulemod, the company that envisioned and created this application is specialized in digital services, whose mission is to create a platform that uses cutting edge technology, from 3D scanning to database analytics, to re-imagining how users, designers, and retailers connect with fashion. Tulemod is a Romanian start-up company having research and development departments in Cluj-Napoca and Seattle.

ATELIER is basically a virtual fitting room where the customer with the help of a 3D avatar can access a wardrobe available for purchase. After trying on different products, the customers can also share their favorite outfits on different social networks, asking  their friends for advice before purchasing the clothes. ATELIER also allows you to see how the outfit moves on your body, it shows a more accurate fit, offering you a more reliable online shopping experience.22ATELIER is more than a virtual fitting room, because it also provides market insight for industry’s professional who can access stats, trend forecasting and predict forensics based on the customer’s preferences. The app can be used by online customers, as well as designers and supply chains. By using this app and selecting different items from the ones that are available on stock, the customer takes part in the decisional process and offers the distributor, or the designer the advantage of knowing which products have a higher demand, thus minimizing the investment risks.

Tulemod has teamed up with the online boutique Molecule F, the first online shop selling exclusively Romanian designs, to offer their customers a brand new shopping experience. This collaboration will offer the Romanian fashion designers the opportunity to interact in a new and strategic way with their potential clients, and hopefully it will increase the demand for Romanian designs among fashion consumers. I am anxious to try the ATELIER shopping experience, and I hope it will succeed in reinventing the dialogue between consumer, fashion, and technology.