In 2010 art historian Aleksandra Lalic started her brand LalicA which cuts across her practical as well as theoretical interests in fashion. Uncharged with trendy dictates, her design includes a clear and pure architectural forms that are based on visuality of female body and usage of natural materials (cotton, wool, linen). She tried to bring out the forms that are based on the shapes of the female body. The shapes do not follow the body but discreetly transform it. The result is a differently shaped body than the desired one, the one which is presented in public space as the only accepted form of the body.