Unapologetically sassy

With a substantial dose of humour, the fashion brand Pretty Ugly offers their take on challenging today's serious topics.

Text by Gabriela Holesova

Born out of love for fashion and the desire to forge their own way through self-expression, the Lithuanian fashion gang creates a stir by questioning the beauty standards prevailing in the industry. Touching upon important subjects such as equality, feminism and ethical living, the results of their creative endeavours break the mould of conventionality and tackle those topics in their own unique way. Pretty Ugly puts emphasis on sustainability and celebrates the diversity of beauty that comes in any form.

The clothing collection ‘Girl Power’ focuses on exploring the media influence imposed on teenage girls. Tiptoeing on the verge of wearability and pure expressions of art, the creators let their imagination run wild to design tongue-in-cheek pieces ironising the current fads and playing with the boundaries.


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Pretty Ugly: Website, Shop, Facebook, Instagram
Clothes: Justina Semčenkaitė
Photographer: Grita Worksfineforme
MU & Style: Kiber Aistė
Hair: Robert Rogalskij
Retouch: Kęstutis Žilionis
Creative Direction: Augustė Skirutytė & Justė Vaškevičiūtė
Text: Gabriela Holesova

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