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Brand LAIMA JURČA looks at fashion through the prism of art while still keeping the designs wearable. The brand ethos is centered around honesty, empathy, sustainability, and the realization of cultural backgrounds. The designer creates concepts and stories based on personal experience, cultural background, and values, with a focus on important contemporary topics presented with irony and humor. The collections bring attention to particular topics and use experiments with color, prints, and patterns to manifest ideas into living objects. Brand's focus is on emotional sustainability through designs that are not trend-based, and physical sustainability through responsible material choices, pattern cutting, and zero-waste practices.