5 minutes with... Ana Ljubinkovic
What do you consider as the beginning of the Ana Ljubinkovic label?
Before enrolling to the Faculty of Fine Arts, I wanted to study design, but I couldn't decide which course would fit me best so I made the decision to study painting instead and get good education in art generally. I always had my sketch book with me, and at that time especially it was filled with fashion ideas. After graduation, I decided to bring to life my first fashion collection and see how it would "suit" me. And that was the end of my career in Fine Arts and the beginning of my fashion career.
How did your degree in Fine Arts translate into a career in fashion design?
I think that degree has so much importance and impact in everything I do in fashion. First of all, I know what freedom of creation is, I felt it as an artist, I know how precious is to fulfil it and I use it as a designer as well. It is a driving energy if you set it free therefore trends have no importance to me as a designer. I think that fashion designers should remember that fashion is a form of Applied Arts and that they should bring more emotions into their creations.
Your website says your collections always have a central story - what was the central story behind your latest collection 'Heartbeat'?
It is about the collision of blues and reds and the beauty in that contrast. Gentle impulsions from within, time to stop and listen to your heartbeat. To stop and listen, to learn and move on...
What is the favourite piece that you ever made and why?
I do have several collections that are important to me as they mark my creative transitions to the next level. They happen from time to time, maybe each 3 to 4 seasons. Let's say, at this point my favourite piece is the "Love/Hate" dress from FW 17/18 collection.
As someone who finds inspiration from all types of sources, how do you narrow down your designs to one collection/how long does the process from original concept to final product take?
It depends. Sometimes the initial idea "sits" in my sketch book for years, but then again it also happens that I don't even have any drawing done and I just start making one piece then another until the collection is done. Being relaxed and spontaneous with my creative energy and trusting the process is really important for me. But I do spend a lot of time reminiscing and judging my previous work, being honest about what was good and what was bad.
What do you think is the biggest promotional tool for fashion designers?
I would say social networks but honestly I am confused how IG or FB work lately. The infamous IG algorithm is not doing my profile justice so now, I see it as a “presentation profile” where I can present my work the same as on my website. But the greatest promotional tool and treasure one creative person has is their own experience, creativity. You should use it passionately in what you design, find a good PR that sees that in you and put it out there. Other creatives will react to your work and through collaborations with stylists, photographers, celebrities, your work will get noticed.
With luxury brands such as Gucci announcing plans to go seasonless and reducing the amount of fashion shows they have per year as a direct result of COVID-19; what are your thoughts on the importance of fashion shows/the fashion schedule and does fashion need to re-evaluate itself in light of the pandemic?
If brands like Gucci feel the pressure of too many fashion shows, small brands feel it too. Of course we don't do as many collections per year but it'd be nice for the fashion industry to slow its pace so it'd be more open for us to better fit in. Less collections in general would make possible for small brands to be more visible. We should try to push ourselves now and be creative because there will be some more space for us. Before the pandemic, the fashion industry was focused on protecting this planet of bad impact that the fashion industry makes, and definitely, again, small brands make less bad impact on our only planet... but I see so many designers and brands get lost in current global events. We should keep the honesty towards what our fashion is really about, embrace the important changes, learn and move on.
To discover the dream world of Ana Ljubinković, have a look at:
GMARO MagazinePhotographer MILOS NADAZDINMake-up & Hair MARKO NIKOLICStyle ANA LJUBINKOVICModel MARINA KRTINIC