In love with the frenetic 20s Tici Andriani one day watched “Aelita, the Queen of Mars”, the first Soviet sci-fi film, from 1924, which was part of the reference list of possible names for the brand.
The tip came from Bêla, a super designer and Tici’s friend, who had already been working on creating the brand's visual identity. Bêla knew from the beginning that Tici would like the film, and he was absolutely right. The feature perfectly translated what was in the designer's head for a long time.
Queen Aelita's futuristic aesthetic and empowerment story shaped Tici's taste and ideas for creations, and the Queen lent her name to the brand. (Thanks Bêla!)
Aelita has her feet on the ground in a serious process of sustainability, but her head is in the stars when it comes to inspiration.
What comes from space is magical, profound, curious, and Tici's works reflect this passion for the unknown, spatial aesthetics, scientific innovations and female power.
Aelita is pure magic from the Cosmos, with a loud post-punk playing in the background.