A word from the designer, Juliette, of Yaduga:
"Fundamentally, I believe people need to be less afraid of showing themselves and their inner stories and trying to find ways to express that. I like playing with the idea of beauty being ‘ugly’ or ‘inconvenient’, as some people might call my work. In reality, most pieces that get created are more than comfortable to wear and really smooth to the touch daily.
I visually absorb a lot through Russian Soviet cartoons and movies that I grew up watching, which often evoke darkness that indulges the eye through interest. It is interesting to me to take those pieces of stories and people, fantastical thoughts and otherworldliness to create tiny narratives to be worn every day."