A summer connection that smells of authenticity.
Summer is a time of lightness. We allow ourselves to slow down. To rethink what we truly need. To shed layers—whether on the body or in the wardrobe. This is exactly where two Czech brands meet, closely connected by their values. PraváJá, natural luxury organic cosmetics with a philosophy of deep care for body and soul, and ELKA LOUNGE, a brand of timeless sustainable fashion that dresses women and men with respect for their authenticity and nature.
This is not an advertising collaboration. It is a natural friendship of two worlds that share the same values: purity, authenticity, femininity, consciousness. Together we bring you summer inspiration—how to care for your skin, body, and senses in harmony with nature. And how to dress so you feel good not only on the outside but also inside.
At ELKA LOUNGE and PraváJá we believe that beauty lies in simplicity. Both brands were born from a desire to do things differently—better, slowly, consciously, and locally. Both bring more to the world than just cosmetics or clothing. Our collaboration is an homage to Czech craftsmanship, nature, and the woman herself. The real one.
A connection that makes sense
In times of fast trends, instant solutions, and mass production, it is increasingly difficult to find brands that truly do things from the heart. PraváJá and ELKA LOUNGE met naturally—as two paths leading to the same goal. To be yourself.
In care that is not a chemical layer but a gentle touch. In clothing that does not create new waste but respects the Earth and the human body. In an approach that does not try to manipulate but to inspire.
This collaboration is not about a collection. It is not about a seasonal product. It is about a lifestyle that honors naturalness, the rhythm of nature, beauty in detail, and genuine quality.
Co-owner Dana about the collaboration:
“Sometimes one meeting is enough, and you immediately feel that together you can create something inspiring and meaningful. These two worlds beautifully complement each other and highlight the importance of self-perception, how and in what we feel good throughout the day.”
Who is PraváJá?
PraváJá is a Czech luxury organic cosmetic brand from Prague without compromise.
PraváJá creates Czech organic cosmetics from the purest natural ingredients—in certified organic quality, free from toxic substances, without compromise. Each product is designed as a ritual that connects body, mind, and breath. Every touch, every drop of oil is a ritual. It is a moment when you don’t ask how you look but how you feel. It is a moment when you don’t try to be someone else but return to yourself. To your true self. To rediscover yourself again and again. In every gesture, every care, every look in the mirror where you say: “This is me. And I am okay. I am strong. I am brave. I am amazing.”
More than just cosmetics. It is a daily return to yourself. A brand born from the desire to care for the body with love, the skin with respect, and the soul with tenderness. Behind the brand stands Zdenka Kovařová, a woman who believes that self-care has a deeper meaning—it is not a luxury but a return to one’s own essence. To be true. To be real. The philosophy of the brand unites beauty, purity, and truth. MATRIX PraváJá—when everything is one whole. Care for the body with quality food, exercise, and conscious care. A safe space where every woman can allow herself to be the best version of herself. That is PraváJá.
What we have prepared for you
A visual campaign full of summer rituals, textures, scents, and touches.
Styling tips with ELKA LOUNGE—how to combine sustainable materials into feminine comfortable silhouettes.
PraváJá cosmetic rituals—skin care that aligns with the rhythm of summer.
You will find all this on our website and Instagram—and we believe you will fall in love.
Pause. Take a deep breath. And allow yourself to be yourself—in a body you love and clothes that do not restrict you but let your naturalness shine.
Linen trousers Linen dresses Organic cotton turtlenecks
Summer as a space to return to yourself
The PraváJá x ELKA LOUNGE campaign was created as a visual diary of summer rituals. It captures mornings smelling of hyacinth and luxury oils, slow moments in a light linen top, the sun on your shoulders, a body that is not altered—but alive.
Zdenka, founder of PraváJá, says about this collaboration:
“I love women who are not afraid to be natural. ELKA LOUNGE fits us perfectly. It does not chase fashion trends but goes deeper—just like us. This campaign is a celebration of gentleness, sensuality, and meaning.”
Summer rituals recommended by PraváJá
1. Summer skin rituals with PraváJá
- Hydrate your skin with the anti-aging serum with hyaluronic acid and vitamin C Jantarová Rosa
- Pamper yourself with rejuvenating botanical serums Night Hyacinth and Urban Detox
- Care for your body after sun exposure and enjoy wellness in the shower with the body oil Touch of Hyacinth.
Jantarová rosa PraváJá Dotek hyacintu PraváJá
2. Clothing that does not restrict
- Choose loose linen trousers and tops—in ELKA LOUNGE we love minimalist cuts that flatter every figure
- Combine natural tones—beige, sand, gray, sage
- Remember: comfort is a form of self-love.
Lookbook
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- Both are made in the Czech Republic with respect for craftsmanship
- Both brands use natural raw materials and ingredients without compromise
- Both aim for conscious choices that do not seek trends but depth.
This collaboration is not about fashion or cosmetics. It is an invitation to slow down, take a deep breath, and return to yourself.
It is a space where skin touches nature. Where inner beauty shines outward.
