Efetishism

London-based Italian-Syrian designer Efrem Damiani of the brand Efetishism is creating self-proclaimed ‘humanswear’ inspired by arab queerness and fetishism. After all, according to them: we’re all humans, and we all love fetishism. The name ‘Efetishism’ comes from the term ‘commodity fetishism’ - coined by Karl Marx, and derived from Western society’s obsession with material goods. The subversive brand is inspired by Cher, Prince, Elvira the Witch, Michèle Lamy, Tamara De Lempicka, pakistani model and feminist Qandeel Baloch, 80’s pop culture, the underground ballroom scene in the documentary Paris Is Burning and Donna Summer.