THE DESIGNER
Aleksandar Latinović is an emerging fashion designer based in Belgrade, currently completing his final year at the Faculty of Contemporary Arts. Originally enrolled in engineering studies, he redirected his path in 2021 to pursue a career in fashion and contemporary art. Since then, he has actively participated in key fashion events in Serbia, demonstrating a strong commitment to developing his craft and creative vision. In 2022, Latinović took part in Fashion Week events in Novi Sad and Belgrade. That same year, he was awarded first prize in the “IQOS We Together” competition, held during Belgrade Fashion Week, which secured his place at the event’s 50th edition. His work continued to gain recognition in 2023 through group presentations, including “The Little White Dress” at the 51st Belgrade Fashion Week and “Threads of Tradition” at Ethnology Fest. In 2024, Latinović received the prestigious Boris Nikolić Award for contemporary fashion expression, leading to his first solo show, where he debuted a new collection at the 56th Belgrade Fashion Week.
THE BRAND
The brand no rich parents offers unisex, unique designer clothing of avant-garde character and streetwear style.
It exists since 2022, and is funded by family resources and donations from relatives and friends.
It is an original work that transforms and evolves with each new garment — each piece is a unique product designed, created, and launched from the creative universe of Aleksandar Latinović.
The core concept, besides the use of intense color, revolves around redesign, recycling, and questioning the appearance and values of both the real and imagined worlds around us.
The brand’s aesthetic, through its intensity and distinctive features, sends a clear message about who you are — thus, its target audience is made up of those who identify with this perspective.
In addition to designer Aleksandar Latinović, the brand also includes the producer Aleksandar Latinović, the conceptual and art director Aleksandar Latinović, the client, consumer, and model Aleksandar Latinović — and, as the brand name itself implies, his mom and dad.
THE COLLECTION
The concept of the unisex clothing collection LIFE POINTS/2000 explores the use and reinterpretation of graphic elements, characters, and color palettes from the imaginary and virtual world of the most iconic post-millennial card game — Yu-Gi-Oh.
It serves as a visual compass for designing garments marked by a specific modernity and autobiographical authenticity, emerging from the transposition of imagined impressions and experiences from the game — impressions that have left a lasting impact on the designer’s personal aesthetic and the development of his creative signature.
Another essential element of the author’s design language is the application of crocheted components with a traditional appearance — such as lace rosettes, flowers, or doilies — which become part of a textile collage on the garment surface. These traditional motifs are reimagined and embedded within urban streetwear forms, whether through print, pattern, or texture.
The collection LP/2000, as well as the brand NO RICH PARENTS, is based on sustainable fashion, redesign, and recycling. The brand strives to create most of its pieces through various methods of reworking, refining, hand-dyeing, and redesign. Production is focused on small series of unique, one-of-a-kind garments.