MA-RA-MI 2021
A new human consciousness ( in harmony with ) /in tune with our Earth, perceived as a living being is the vision and also the manifest of MA-RA-MI collection for 2021.
Inspired by the native Maramures and its ancestral traditions, the creative director of MA-RA-MI House, Andra Clitan continues her mission of transferring in fashion design her cultural values and the knowledge of artisans.
For 2021 Andra has envisioned a timeless, continuous collection made of natural fabrics, both for men and women, in which the basic pieces have multiple functionalities and can be worn all seasons. It’s like/Seen as a hug of warmth and light in a year of separation.
Developed on two continents during lockdown, the first capsule of the collection focuses on handmade knitwear made of wool, using patterns that blend the aesthetics and meaning of the symbols on the gates in Maramures and cuts reminding of the Irish sweaters, adopted as an universal language of knitwear worldwide. The symbols carved on the gate have as a purpose to protect and purify the members of the family when they are passing through it. One of them is the twisted rope, omnipresent in Maramures, which symbolizes the bond between the sky and the earth, life with the good and the bad that go together.
The knitwear pieces are completed by dresses and shirts with detachable elements made of poplin, embroided by hand, analog, with cotton threads, in the same technique used in traditional shirts from Maramures.
The accessories, hand made by Monica Varga, have been conceived by contemporary jewelery designer Ioana Matei.
The collaboration with craftmen represents a profound and constant relationship for Andra, being one of the core values of the house Marami. The team that worked on the collection includes : Dana Dobran – embroideris, Monica Varga – knitwear, Dana Roman – tailoring/artisan, who live and create in Maramures.
The outfits are paired with shoes/footwear by Musette, created and made in Romania.
#feeltheEarth
The visual concept of the collection has in the centre the Earth, perceived as a living being who self adjusts through a network of interconnected systems that have been maintaining our planet in harmony with life for more then three billion years.
The actors Flavia Hojda, Pavel Ulici and Corneliu Ulici under the creative direction of photographer Adrian Bulboaca are the characters in a series of stories that explore the human relationship with the Earth, from the myths and traditions all over the world to the contemporary scientific discoveries.
The first photos have been shot in the village of Piscu, in the commune of Ciolpani, which has been declared a cultural village in Romania, included in the promotional campaign of MA-RA-MI and La Blouse Roumaine in 2021. A percetange of the sales from the collection will be donated for the reconstruction of Alex’s house in Piscu. He is 14 years old and dreams of becoming a potter/ pottery maker/craftsman.
The communication campaign ” Feel the Earth “ is created by Andreea Tanasescu and coordinated by the association La Blouse Roumaine and is part of an experimental project in cultural design.
Collection
Creative director – Andra Clitan
Knitwear – Monica Varga
Tailoring (?) – Dana Roman
Embroideries – Dana Dobrai
Accessories – Ioana Matei
Shoes – Musette
Campaign
Concept – Andreea Tanasescu
Cultural Consultant – Irina Apan
Photographer – Adrian Bulboaca
Characters – Flavia Hojda, Pavel Ulici, Corneliu Ulici
Styling – Speri Enescu
Makeup – Karina Dumitru
Location – Piscu village, the commune of Ciolpani, with the support of the Scoala de joaca, Floarea Soarelui pension, Poiana Florilor
