I don’t need to tell the internet that in terms of endearing images, you can’t go wrong with a cat. The one at the start of fashion brand D.Efect is a particularly beautiful one, and it takes a moment to realise that what makes it so special is actually a rare abnormality: one eye is green, and the other is blue. That kind of quirky non-conformity is central to the design philosophy of D.Efect, and it helped shape the direction of this promotional video called The Beauty of Imperfection by creative agency New! and film-makers PVZ, who both hail from Lithuania, as does D.Efect and its creative director Egle Ziemyte.
Ziemyte has had a thing for imperfections going way back to her days as a costume design student. That beauty is found in such irregularities is the basis of the D.Efect ethos, so it was a natural direction for the video to explore. The weird-eyed cat is just the first in a series of imperfect things to be celebrated, including gap-toothed smiles, rainbow coloured bruises and misshapen balloons. No such defects in the clothes themselves, of course, but a resolute refusal to adhere to uniformity of any kind.