Meet Pretty Ugly, the Lithuanian fashion project championing self-expression

Tired of being held to unattainable and frankly dull standards of beauty? Lithuanian fashion collective Pretty Ugly think that our most important standard should be uniqueness.

Pretty Ugly’s aim is to use fashion to champion self-expression and equality, while also promoting the importance of being eco-friendly.

Made up of three Lithuanian creatives — fashion guru Justina, creative director Augustė and project manager Justė — Pretty Ugly conduct social experiments, interviews, photography and fashion campaigns, compiling their work on a daily blog.

Among their recent projects was their take on the feminist #freethenipple campaign, which aimed to promote discussion about gender equality through humour — fancy wearing a nipple brooch or a shirt adorned with nipples?

“We all want to be treated for who we are and sadly our great personalities and standpoints are not visible from outside unless we help to show it. [...] Fashion is a visual language,” the team explain.

You can find out more about Pretty Ugly here, or follow them on Instagram here.