THE DESIGNER
Ivana Ivanovic is a first-year master’s student at the Academy of Technical and Art Applied Studies in Belgrade. Her love for fashion design was born in early childhood. She sees fashion as a deeply personal and artistic expression. Freedom, innovation, and boldness are the core values that shape her design. She draws inspiration from a variety of sources — from the philosophy of wabi-sabi and natural forms to art and the social movements and changes that shape our world.
Wearability and distinctiveness do not have to be in conflict — on the contrary, they are in harmony in each of her designs. Her brand is unisex because she believes clothing has no gender, only energy and message.
In her world, fashion is not fast but thoughtful. She applies zero-waste principles and chooses high-quality, long-lasting materials. She is increasingly focused on sustainable fashion.
Last year, Ivana won the Fashion Incubator Re:Think New by Perwoll competition at Belgrade Fashion Week, and this year she presented her first collection at Belgrade Fashion Week.
THE BRAND
The brand is founded on a fusion of surrealism and avant-garde, drawing from the wabi-sabi philosophy and abstract forms. The pieces are unisex, designed for confident, free-spirited, and bold individuals who refuse to conform to conventional patterns—clothing has no gender, only energy, message, and attitude. Unconventional silhouettes strike a balance between wearability and distinctiveness, while the aesthetic is rooted in freedom, innovation, and breaking the mold. The brand is committed to sustainable design, using durable materials and applying zero-waste principles. The collections are inspired by art, nature, and social change, serving as a reminder that clothing is not mere decoration but a form of inner expression.
THE COLLECTION
The inspiration for the designer’s first collection is art influenced by climate change. The greatest inspiration for creating this fashion collection came from photographs of the Arctic by Timo Lieber and the sculpture Support by Lorenzo Quinn. The work of these artists is focused on raising awareness about the urgent message brought by global warming. In the designer’s pieces, one can feel artistic freedom—they are not just clothing, but a manifestation of the ideas and values the designer represents.
In the collection, alongside zero-waste techniques, the designer used leftover fabrics, leather, and denim. Sustainability is evident not only in the use of eco-friendly materials but also in the handcrafted details and the long, thoughtful creation process. Every piece designed carries elements of innovation and boldness. The designer rejects classic forms and clichés in favor of asymmetry, handcrafted details, and a neutral color palette. This fashion collection is intended for those who choose courage over mediocrity—for those who see fashion as art, and clothing as an expression of identity. For people who want to wear a story, a statement, and an emotion—to feel that they are not just wearing a piece of clothing, but an authentic work of art. This is a collection for those who are not afraid to be different and who use style to push the boundaries of the everyday.