@lidee_woman "irons out the wrinkles with a clever new Fall 2024 campaign shot by photographer Elizaveta Litovka. The campaign concept both cleverly emphasizes the versatile practicality of the brand's signature pleating while satirizing a symbol of outdated gender roles. In each of the images, model Sveta Potomski finds engaging ways to pose with an iron and ironing board, ironically pointing to the garments always-pressed pertection and the brand's vision of a liberated, contemporary woman. It's a focused and smart concept out of which the brand is able to get a lot of visual mileage, emphasizing a core brand vision through tactility and tension" @theimpression_ Creative Direction & Styling, @lan_ira @lan_studios Photographer, @floweirdy