The '20's have been challenging for many of us from various perspectives. Looking back, one of the positive sides has been introspection, better understanding of our inner selves and things we stand for.
On the 29th of July, we have launched our new collection [aidoma]. We've been thinking for a while on the message it will relay as well as on the details we've wanted to showcase.
The work behind [aidoma] started last year, with research and education on how to remain relevant for our customers. It continued with selecting the team that would be starting to work on it in January 2020. We've chosen women from all over the world that are amazing at what they do and that continue to inspire us daily.
Firstly, we would like to introduce Alexandra Marculescu, who brought her expertise in design and technical details to all pieces that pertain to [aidoma].
Below, you can find a description of her aesthetic in her own words :
"My aesthetic can be interpreted as eclectic, a mix of functionality and elegance inspired by influential personalities and the beauty of natural elements."
Complimenting Alexandra's talents, we introduce Cristina Diana Baster and Elena Madalina Marinescu Ford. These 2 artists were the ones that created the current patterns for [aidoma] collection.
MORE TO COME
2018 - 2019
For AERIAL and SUMMER of '19 collections , we are excited to introduce the collaboration with designer Carmina Cimpoeru. Her aesthetic is defined by a unique mixture of minimalist design and deconstruction elements with a feminine touch. The mindset behind her designs is that "simple things reveal the most complex stories".
Nonetheless, we have been honored to continue also the collaboration with Contemporia, young team of jewelry designers from Bucharest, Romania. "Each of Contemporia's jewelry pieces has it's own road ahead, from a concept and a paper sketch, via their workshop, when it is brought to life through fire and hammer, after it is carefully polished, and, in the end, becoming a story in metal".