Concept

The creator of the brand, the artist Hélène Litorelle, depicts world news on her art with the help of archetypal images of animals. Through symbolism, the designer pushes us to think about what is happening on the planet. In this art our today's reality is “encrypted”, descended from the pages of «The New York Times», «The Times», «Le Monde».

So, the COVID-19 pandemic is symbolized by the fierce Tiger; in itself, this animal can mean both the triumph of Evil (death) and Good (life) – we just have to expect the outcome of the battle of mankind with the dangerous virus. The art also reflects the notorious world fires of recent years: the fire in the forests of Australia, which resulted in the picture as the national symbol of this country, the Kangaroo, and the fire in Notre Dame de Paris, indicated by the Lily flower – the symbol of Christianity and the Mother of God, spiritual purity and hope...

Political and economic developments did not go unnoticed in the collage: Brexit is personified by two Crows in flight, striving to clash with each other – two protesters with different aspirations. And stock quotes on the stock exchange appear in the image of a Crocodile: this animal has been considered a symbol of hypocrisy since the Middle Ages, as we know from the phraseological unit “crocodile tears”.