International Campaign Archives
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.
