A provocative brand Famale was created by Petra Famlerova as a way to tell a story that starts a conversation. Originally from Slovakia, but she later moved to Denmark to complete her education in fashion design at VIA Design. During her BA studies, she explored various sides of fashion design: print design, knitwear, womenswear, and mainly menswear which she fell in love with.

Famale was born with an aim to provoke and send a message to the world through luxury streetwear clothing. It is a fight for a better society through fashion. The inspiration always comes from humanity and its flaws, focusing on the various problems in our world's system, whether it is social, political, environmental or all combined.

Being a Slovak-born designer, there is a reference to the post-soviet era aesthetic of the country. You can see a strong influence of the Eastern world and culture in her designs and she also tends to combine tailoring with streetwear. The clothes reflect the wearer's values and personality, communicating through prints and knits with a strong visual message.

The theme of her BA collection is toxic masculinity and the stereotypes about men in society. Sometimes we confuse masculinity with sexuality. Boys do cry, and they are sensitive. Their feelings are beautiful. Men have the right to be delicate so they can bloom. The collection itself resulted in having a masculine shape and a streetwear look but breaking the comfort zone of men with floral motives, glitter, more feminine and soft colours. Having deep-rooted concerns about environmental issues and damage, Petra takes sustainability very seriously. Therefore, the materials used in this specific collection are mainly deadstock fabrics and fabrics bought in secondhand stores.

As a designer, Petra communicates stories through prints, knitwear and photography. A collaboration for Boy Do Cry seemed like the best idea in order to create original prints but still reference her muse, Frank Ocean, and the concept of toxic masculinity and the missing sensibility in men. Petra was excited to collaborate with a makeup artist, stylist, and photographer Mishel Warenits, also known as Mischel W. She is based in Bratislava, Slovakia, where the photoshoot took place. The photography was inspired by the „Glitterboy“ series by photographer Quil Lemons and Frank Ocean´s cover of Blonde album where he covers his face as if he was crying.