THE DESIGNER
Milutin Lađević is a fashion designer, stylist, and textile technology engineer. He was born in Bor in 1996, where he completed elementary school. He enrolled in a secondary medical school in Zaječar in 2011, and began his studies at the Faculty of Technology in Leskovac in 2015. In 2019, he graduated from his undergraduate studies and earned the title of textile technology engineer. He devoted his master’s studies at the same faculty to textile recycling. Throughout his seven-year career so far, he has gained a wide range of experiences through various types of projects. From 2020 to 2022, he worked as an assistant to fashion designer Jelena Dimitrijević, and since 2022, he has been working as an assistant to fashion designer Nevena Ivanović, serving as the manager of her studio and as the responsible person for Neo Fudus. Milutin Lađević is also the designer for the Belgrade Chamber Orchestra.
THE BRAND
Milutin Lađević is a fashion designer, stylist, and textile technology engineer. He was born in Bor in 1996, where he completed elementary school. He enrolled in a secondary medical school in Zaječar in 2011, and began his studies at the Faculty of Technology in Leskovac in 2015. In 2019, he graduated from his undergraduate studies and earned the title of textile technology engineer. He devoted his master’s studies at the same faculty to textile recycling. Throughout his seven-year career so far, he has gained a wide range of experiences through various types of projects. From 2020 to 2022, he worked as an assistant to fashion designer Jelena Dimitrijević, and since 2022, he has been working as an assistant to fashion designer Nevena Ivanović, serving as the manager of her studio and as the responsible person for Neo Fudus. Milutin Lađević is also the designer for the Belgrade Chamber Orchestra.
THE COLLECTION
The collection "ПРОВИНЦИЈАЛАЦ" primarily arises as a rebellion against the misuse of the centralization of the fashion scene in Serbia. Its realization was planned for the brand's five-year anniversary but was not executed. The next attempt to realize it was during the "Perwoll Fashion Incubator" competition at the autumn Belgrade Fashion Week 2023, from which the designer withdrew in the second round due to the inability to fully present the concept, wishing to showcase it in its full potential. This year's call for participation in the "BORIS NIKOLIĆ - award for contemporary fashion expression" competition aligned with all the prerequisites for realizing the concept and collection in full potential. Together with 19 other competitors, designer Milutin Lađević presented two models featuring all aspects of sustainable fashion—redesigning specific-purpose textiles, redesigning old clothing items, and creating authentic recycled textiles. Participation in the competition was announced through a poster created with the help of artificial intelligence, relying on the two-season campaign of Belgrade Fashion Week about artificial intelligence, sending a clear message about the dangers of textile waste. After the show, a campaign was conducted on social media about the presented models, telling the individual stories of each piece and its journey to the runway of Belgrade Fashion Week. Following the advancement to the finals and the summer break, the designer began a promotional campaign on social media for the final of the competition, lasting two and a half months, reflecting on all personal steps towards the world of sustainable fashion, featuring educational videos and visuals, as well as discussions with people from the sustainable fashion community. After the show, and to maintain exclusivity, a second part of the campaign is planned, encompassing a large number of videos and photographs that present and explain every aspect of the concept in the most authentic way possible.