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Set to be a defining moment for the brand, the 2024 collection, No Price Tag on My Soul, takes a provocative stance against the commodification of relationships and personal identity in a consumer-driven world.

This collection directly addresses the ongoing tension between authenticity and society’s impulse to assign value to everything—even intangible qualities like self-worth.

In “No Price Tag on My Soul,” the garments challenge conventional notions of value, urging wearers to reject superficial judgments and embrace intrinsic worth beyond monetary measures. The collection advocates a return to authenticity, reminding us that not everything in life can—or should—be commodified.