Have their been any moments were you struggled?
I would say that there are many moments in any new venture that are challenging. But every challenge is a great treasure for future, because it makes us stronger, more experienced and professional.
What are your brand core values?
DF is a brand that endeavours to work, where possible, with natural ethically sourced fabrics. We aim to reinforce our message by selecting local brand partners that share similar values.
We are friends that design with integrity.
We are a brand that recognises individuality and Freedom.
How would you describe your brand?
Our aesthetic targets discerning, intelligent women looking for functional trend driven pieces. Each garment is meticulously designed with a timeless and contemporary quality.
We want to inspire women with an authentic message, one that transcends fashion and trend. How we dress is about individual choice, uniqueness and personal “freedom”.
What inspires you? Who inspires you?
Inspirations come and go, they unite and transform untill certain creation is born. Everything and anything inspires us: sometimes it’s urban lifestyle, people, architecture, art, nature, objects that surround us. Sometimes our inspirations come with fabrics, different materials and structures. Mixing and matching them inspire the shape and the design of the garments.
New Spring-Summer 2018 collection is emotionally inspired by our designer Kristina’s travel in South- East Asia . You will not find Asian aesthetic traces or beachwear pieces in the collection, but you will feel the freedom and positive emotions inspired by the sea, nature and cities, and heart-warming smiles.
What type of women do you see wearing your clothes?
Dear Freedom woman is a versatile, indepenent, feminine, youthful, culturally aware and very social person.
She is striving for achievement and success in her career life and is a little bit fragile in her free time. Looking for self-actualization, searching for work and personal life balance. She loves her life. She is confident with her style and is looking for aspiring clothing. She values quality over quantity. She believes and supports sustainable fashion, healthy and ecological lifestyle, but she is not obssessed about it. She is a woman who takes care of her inner mindset, has a free soul.
''We always wanted to create a brand, that at its very core, celebrated natural beauty and the female form.
A “real” women.''