MURMUR creator Andreea Bădală about making denim part of the brand’s universe:
When I started MURMUR, I traced some clear creative boundaries, and I don’t think that denim fit between them, especially in the first collections. But in time, I realised that I need to add some counterpoints, to occasionally come up with something that forces those boundaries, otherwise things tend to become a bit too proper.
So I think that my work with denim started as a way of breaking the habit, and also as a challenge for me, the designer, to use denim in my own way.
What we do at MURMUR is original, bold and sensual, but these are niche products, and I wanted to work with something that is more common. I love to play with clichés, to show the MURMUR take on something otherwise ubiquitous.
Also, denim is all about wearability and comfort. I think that the freedom of movement has an impact on everything you do, it impacts your actions, your attitude. At MURMUR, we explore shapes that used to oppress the woman in any possible sense. Being inspired by things like corsets, our pieces are tight, they may not seem suitable for any occasion, they may seem difficult to mix and match. Denim is friendly, it brings this element of comfort, dynamism, it can show women that these intimidating pieces are actually easy to wear even during daytime, although they’re high-end.