Jolie-Laide literally translates to "Pretty-Ugly", a term that is used to describe the beauty found in imperfection. It is the idea that the subtle flaw is actually the true mark of beauty. The labels all have an aspect to them which is unfinished or loose and they seek to challenge a user to define whether they see beauty and perfection as intrinsically tied together or they celebrate the beauty in the imperfect.

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