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To create a luxury fashion brand that is affordable and has a global appeal in terms of its design, beyond the limitations of boundaries, countries, cultures, gender or skin colour. To design a collection of fashion products that is European in it is spirit and aesthetics but accessible to all wherever they are located in the world. Like a poet has his words, an artist his canvas, the brand through its designs aims to portray its love for mother earth and a constant reminder of its beauty and how we need to do our best to preserve it- flora and fauna, landscapes, marine life and the likes. The brand has a conscious and acts as a medium to bring about awareness on various social causes like global warming, sustainable and ethical manufacturing process in fashion, recycling, women empowerment, equality as well as current topics.