Mistaken4Roses

Founder & creative director
Brand identity
Fashion / Campaign
Art direction & print
2020 — ongoing

Pretty, but not passive.
Soft, but not yours.

Mistaken4Roses began with an idea: women so beautiful they could be mistaken for roses. But a rose is more than something beautiful to look
at soft and sharp, romantic and defensive, delicate and difficult to hold. That contradiction became the brand.

HOW TO BE A GIRL

How to be a girl is a three-piece T-shirt campaign inspired by the visual language of late-’90s and early-2000s teen magazines. Each shirt was transformed into an imaginary magazine cover through a series of posters filled with exaggerated headlines, quizzes and unsolicited advice. The campaign playfully reflects on the contradictory expectations of girlhood be desirable, be independent, behave yourself, be your own boss.

Mistaken4Roses explores femininity without asking it to be quiet, agreeable or easily defined. Sometimes romantic, sometimes provocative, sometimes a little dramatic. Through statement pieces, typography, rhinestones and image-making, the brand plays with the language placed onto women and the language women choose for themselves.

She can be romantic without being yours.
Soft without being fragile.
Beautiful without being decoration.
Dramatic without apologising.

A rose is never only a flower.

The Mistaken4Roses wordmark was designed to balance femininity with edge. Its sharp, elongated letterforms contrast with the softness and romance associated with the rose, reflecting the duality at the heart of the brand, soft, but never fragile.

I wanted to work with rhinestones before I knew how to print them. The technique and materials weren’t available to me locally, so I sourced everything myself and learned the process from scratch, through trial and error and with the help of a friend.

What began as a production obstacle became part of the identity of Mistaken4Roses resulting in a series of rhinestone T-shirts, hoodies and underwear, each developed into its own campaign.

Give Me Danger

A fascination with speed, adrenaline and the things we’re told to stay away from. Inspired by the thrill of extreme sports and risk-taking, the campaign brings danger and glamour into the same world — where fear becomes excitement and rhinestones make it desirable.

Danger, but make it desirable.

Atdhe — print production
Vala Bunjaku — photography

Out Of The Song

A collection built from words and phrases taken from old Albanian songs some sung about women, others sung by women themselves.
Taken out of their original context and placed onto the body, the lyrics shift meaning. Vajzë e Klubeve të Natës. E dehur jam. Afrohu ngat meje. Desire, judgement, intimacy and freedom become statements to wear rather than words that disappear when the song ends.

Atdhe — print production
Vala Bunjaku — photography

Afrohu ngat meje

E dehur JAM

Vajzë e klubeve të natës

She is no longer just her in the song. She is the one wearing it.

Honey Bunny

Product
Rhinestone series
2023

A playful and provocative series built around sheer black underwear and the recurring bunny motif. The pieces are photographed directly through a scanner, turning lingerie, skin, tartan, leopard print and satin into intimate, distorted compositions. Repeated across the series, the bunny shifts from a recognizable symbol into a graphic pattern sexy, playful and slightly obsessive.

The feed

Social
@mistaken4roses
2020 — ongoing

The feed works as an ongoing extension of Mistaken4Roses bringing together campaigns, drops, photography and graphic experiments. Rather than treating each post individually, the grid is built as one continuous editorial, held together by the same visual language and attitude.

Concept Vita Gorani
Creative direction Vita Gorani
Identity & graphics Vita Gorani
Art direction Vita Gorani
Styling Vita Gorani
Print design Vita Gorani
Print production Atdhe
Photography Vala Bunjaku
Year 2020 — ongoing

Mistaken4Roses
Independent label
Prishtina, Kosovo

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