For Paval Silvia, a young graduate of UNARTE Bucharest Fashion Design, fashion is marked by codes and meanings. Considering that the purest form of novelty is found in daily street fashion, she approaches it in a personal manner, being touched by urban experiences, changes of mentality, attitudes and lifestyles of this young generation. She find inspiration in subjects such as alternative education, freedom of expression, and the courage of being authentic in a society full of preconceptions and social restrictions. Za scoolarz – a project about and with the Z Generation that aims to identify new human attitudes and the freshest and most subtle changes in our society. The ironic title comes from the schoolers, but it got ironically changed with za (the wrongly spelled version of this word in Romanian), chool (from the English word school) with cool and with the consonant s and the Z letter (as a generic name or their generation). The initial conceptual collection was a bachelor degree thesis created by Silvia Paval and coordinated by Ioana Sanda Avram. Driven by powerful messages and symbolism, the project became slowly a brand bringing new commercial products in order to connect with their customers needs.