Demiur launches its debut “Light” collection


Demiur luxury shirts

Demiur was launched in 2020 by fashion designer Daniela Olaru. After a short and successful career in the corporate world, Daniela felt the need to follow her passion and replace the long office hours with hours spent creating clothes for women just like her. Women who wanted to be noticed and stand out quietly because of their natural beauty and feminine power.

Demiur is a conscious luxury brand born from the desire to make women of any age and background feel and look feminine everyday. Designed for the modern and discerning women, relaxed and elegant, the debut “Light” collection consists of versatile, effortless pieces and introduces a refreshing new take on feminine power dressing.

Featuring eight white shirt designs, the designer drew inspiration from the business world where strong and beautiful women are lost and unseen because they all wear the same corporate uniform. She wondered…What if the shirt they wore told their story? What if their personality and feminine power was worn and left unspoken?

The Light shirt collection is an ode to femininity. A fine balance has been achieved between sustainability and glamour, and each and every design is elegant and versatile, created to take you from the office to a cocktail. Simplicity of design and monochromatic tones are key to making the feminine collection timeless and giving longevity.

The entire collection is designed, sourced and manufactured locally in Romania. Daniela believes in supporting the local small business economy and creating an ethical and sustainable brand of the future.

“I have always loved and respected style and clothes. Every day you can be a different character and highlight interesting sides of your personality and state of mind. I believe that by choosing the clothes you wear, you actually wear your story.

I love the shirt as a garment, I find it elegant and feminine and I believe it gives you a certain confidence wearing it. Before founding demiur I used to have an office job where I always wanted to wear a suitable outfit but at the same time an outfit that made me feel different and of course fashionable. This is what I had in mind when I created the first Demiur collection.“

Founder Daniela Olaru

The Light collection starts from €95 and is currently available to buy at

The launch collection is also available to try and buy at:

  • Arc Maison Social Hub – 69 Alexandru Constantinescu, Bucharest, Romania
  • Check Vintage & more – 1 Mihai Voda, Bucharest, Romania



From innovative social retail, disruptive beauty brands to natural luxe interiors and maximalist art, this edition is a must-read for any creative.

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