The Pygmalion Effect is a psychological phenomenon in which high expectations lead to improved performance.

It was named after the Greek myth of Pygmalion, the sculptor who fell so much in love with the perfectly beautiful statue he created that the statue came to life.


Devá States Autumn / Winter 2022 presentation, above all, is a quest to discover unrealised values within our brand through improvisation and evaluation. Our passion for graphics remained intact as we are adapting our brand’s spirit into a refined and extended product range along with improved qualities.

Written by Devá States