For the Fall/Winter 2017-2018 collection, designer Lucia Alexandra Roşca looked for inspiration in the brand’s first year of activity and the things that made it stellar, her customers and her most popular silhouette, the kimono dress. The entire collection is a tribute to the community of women surrounding Lucia and her brand, which she affectionately names #LuciaSweethearts. From the very beginning they have encouraged and supported the small fashion house, often acting more like stakeholders than mere customers.

“I wanted to celebrate my customers, whom over time have become my friends, my muses, my role models, my sisters. And I wanted to celebrate them as they are, beautiful, real and complex.“ – Lucia Roşca

Starting from the austere lines of a kimono dress that she previously designed, Lucia reinterpreted the silhouette and created 7 dresses, each inspired by one of her closest #LuciaSweethearts. Ranging from young entrepreneurs to artists and writers, the looks reveal a glimpse of each personality: sporty romantic ruffles for lifestyle mavens, easy going mini dresses for both work and parties, fierce pleats for sassy entrepreneurs, long dresses for both glamorous and dramatic divas, and a warrior infused wedding dress.

Borrowing from the visual language of classic paintings, the ad campaign features a series of bright and intimate portraits of real women in real places, captured by photographer Matei L. Buţă and styled by Andreea Leţa. Going from dramatic to dreamy, the portraits were shot in lavish Bucharest in-doors and feature a cast of eclectic and talented young women from the designer’s world: fashion stylist Andreea Leţa wearing a dramatic long black dress, lifestyle passionate Alina Vătafu, in a romantic pale pink dress, PR entrepreneur Lorelei Bratu in a fierce green dress, travel marketer Ioana Bucur in a glamorous golden lilac dress, writer Ana-Maria Caia in a bridal white dress, artist Ilina Schileru in a crisp burgundy dress, and the designer herself, wearing a party hot pink dress. The looks were completed with make-up by Roxana Minea and hair by Robert Both.