We are tired of being held hostage by "perfection". Exquisite to the point of suffocation tailoring, overly embellished details, and deliberately flattering designs - true freedom of dress should not be a meticulously calculated performance. Every piece of clothing here leaves room for "imperfection": frayed seams, asymmetrical hems, and pilled cuffs.
Callitapureday often breaks the rules with gender-neutral designs, stripping away labels of gender and trend, and reweaving the essence of the East with contemporary design language. It deconstructs traditional Chinese ink brushstrokes into modern prints and redefines the new Chinese silhouette through minimalist tailoring. The slightly rough natural fabrics retain their original texture, and the loose fit allows the body to move freely. Handmade traces and asymmetrical details serve as proof of humanity. We do not pursue "zero flaws", but embrace the honesty of natural creases, unfinished edges, and subtle fading over time.
Don't be perfect, let's be pure. "Pure" is allowing coffee stains on your shirt, accepting wet trouser cuffs from the rain, and the friction with the ground. It is being comfortable and at ease after shedding your social roles. It does not try to make you someone else, but only aims to bring you closer to your diverse, unfinished, and vibrant self.
The founder, Lan Jielie, is a cross-disciplinary creator, transitioning from a lover of installation art to the founder of an independent clothing brand. Starting from spatial narratives from a female perspective, she challenges the boundaries between traditional art and wear through the recombination of materials and interactive design. Now, she injects the experimental spirit of installation art into the fashion field, constructing a clothing language that combines thought and body perception.
Lan Jielie graduated from the Public Art Department of Nanjing Forestry University. Her early installation works combined fabrics, metals, and organic materials in a conflicting manner, and she was skilled at exploring the relationship between the body and social frameworks through immersive scenes. Visual symbols such as "wrapping", "breaking", and "incompleteness" that repeatedly appeared in her works became the hidden genes of her later clothing designs.
In 2021, she founded the brand CALLITAPUREDAY. She refuses to be simply categorized as a fashion practitioner and adheres to the principle that "the medium of creation should serve the concept" - each season's theme of the brand still unfolds in the form of a small art project, collaborating with cross-disciplinary artists to complete the overall narrative from the show space to the clothing itself. Since 2023, she has also promoted public discussions on "clothing as the second skin" through community-based public welfare projects, blurring the power boundaries between the creator and the wearer.