Reda Paula, Author at Reda Paula

International Campaign Archives

Reda Paula — Tue, 04 Aug 2026 07:26:57 +0000

From the beginning, designer REDA PAULA has used international visual campaigns as a way to explore how Lithuanian design can exist in different cultural landscapes. Each project is created to understand local aesthetics, collaborate with regional creatives, and translate the brand’s values through real environments rather than staged perfection. The goal has always been to show that design becomes meaningful only when it meets people, places, and their stories.

Zanzibar, 2019

The first international campaign took place in Kiwengwa, Zanzibar. Preparation was done at Kiwengwa Beach Resort, and we photographed both in the hotel and in the Indian Ocean. We worked in 35°C midday heat, because dark skin shines best when the sun is high. The looks included a linen suit, a silk dress, a linen skirt with a silk blouse, and a linen jumpsuit. Model Zara Bedel and photographer Osse Greca Sinare arrived from mainland Tanzania. We were assisted by the local Maasai tribe, whose help and natural playfulness shaped the atmosphere of the shoot. The campaign highlighted natural elegance and authenticity, and Zara conveyed this idea through her calm presence and effortless harmony with the tropical surroundings.

Zanzibar, Second Campaign

Three years later, we returned to Kiwengwa. Preparation took place at VOI Hotel. Model Niler Bernard, a known Tanzanian public figure and makeup artist, did her own makeup. Photographer @themiikepicture worked with two local assistants. We photographed four looks: a white linen suit, a crocheted dress, a linen dress, a beach robe, and a hand‑crocheted bag. The team arrived two hours late, which is common locally. Footwear was brought from Lithuania, and we used Baltic amber accessories to add Lithuanian identity. This campaign focused on determination and modern femininity, and Niler embodied the idea as an ambitious woman pursuing her goals — strong, expressive, and confident.

Maldives, 2023

Before traveling to the Maldives, Reda arranged a shoot with local model Alhaan Ibrhm, former Miss Maldives, and photographer Suhaell. Preparation took place at Ocean Boutique hotel on Maafushi island, owned by Lithuanians. Reda explored the island’s locations in advance and finalized the concept with the photographer. Due to height differences typical in Asia, adjustments were made on set. We photographed a crocheted dress and a crocheted two‑piece set in the Indian Ocean, a yellow three‑piece wool suit on rocks, and a linen trousers‑and‑blouse look near palm trees. Footwear was brought from Lithuania and matched well, as Reda and the model were the same height. The campaign promoted calmness and balance, and Alhaan reflected this idea through her soft, composed appearance, fitting the peaceful aesthetic of Muslim Asian islands.

Norway, 2025

Before traveling to Norway for her husband’s fishing trip, Reda arranged a shoot with Norwegian model Elisabeth Dybvik Vestnes and Latvian photographer Rita Busa. Reda has a strong appreciation for Latvians, making the collaboration meaningful. Elisabeth was photographed without makeup, with only lips enhanced. The shoot took place on a windy rocky coastline and open fields. Reda improvised a grass‑inspired top for a wool blazer and skirt look. A denim suit paired with a silk leftover blouse created a natural, weather‑adapted aesthetic. For the first time, we also photographed a prototype handbag inspired by the location. The campaign centered on authenticity and connection to nature, and Elisabeth conveyed this idea through her natural Scandinavian look, blending seamlessly into the raw Nordic landscape.

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The Art ot the T-Shirt

Reda Paula — Tue, 07 Apr 2026 18:29:42 +0000

A modern tribute to Lithuanian cultural identity, this unisex high-neck T-shirt features hand-drawn symbols created by the designer herself. Each illustration reflects the fashion house’s contemporary interpretation of Lithuanian heritage: a stork, black bread, a rue blossom, an oak acorn, a bitten apple, a porcini mushroom, and amber beads.

Printed on a white base, the artwork creates a refined yet expressive visual narrative, grounding traditional motifs in a clean, minimalist aesthetic.

Designed to pair effortlessly with denim, this piece functions as both an everyday wardrobe staple and a meaningful gift. It is also a distinctive choice for representing Lithuania abroad in a tasteful, modern way. Limited edition pieces.

Discover T-Shirt

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Office minds, wild hearts

Reda Paula — Fri, 07 Nov 2025 08:25:01 +0000

The photoshoot in Norway became a natural continuation of the collection – its idea of a woman as a force of wild nature unfolded on a rocky shoreline and at the foot of a mountain. The strict lines of the cliffs contrasted with a relaxed dark denim look, while the mountain in the horizon emphasized the power of a retro-style wide-shouldered suit.

The aim of the photoshoot was to create a visual journey where the woman appears as a modern goddess – standing among majestic natural forms, yet preserving her delicate human sensitivity. The Norwegian landscape became not only a backdrop but an extension of the collection’s idea, highlighting the woman’s connection with the elemental forces of nature.

Photographer: Rita Buša

Model: Elisabeth Dybvik Vestnes

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28 Visions of Sustainable Fashion

Reda Paula — Mon, 20 Oct 2025 10:38:03 +0000

What an honour to participate at “28 Visions of Sustainable Fashion”, an exhibition organised by the European Parliament in Paris.

I chose to present Lithuania through a pink hand-crocheted dress — created from one pre-loved tablecloth, two doilies, and a metal-ring mandala. To me, it symbolises an invitation to gather at a shared table on a global scale.It was truly inspiring to meet independent designers from all over Europe — to share experiences, challenges, and ideas on how to create real change.

The words of couture fashion designer Roland van der Kemp deeply resonated me: that sustainability can be expressed through beauty, not preaching. He also reminded us that the global fashion issue isn’t only fast fashion — it’s also the dominance of the luxury giants.

Our muse, an activist and Martina Gleissenbner-Teskey chose our repurposed blazer Luodis for this meeting. She will soon introduce a new platform dedicated to sustainable fashion.

It was such a pleasure to connect and exchange thoughts — until next time.

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