Fashion has always been more than clothing. It is a language of identity, ritual and belonging. This project explored how a contemporary fashion label could express the symbolic world of Balkan femininity through a visual system rooted in folklore, astrology and Orthodox iconography.
Developed in collaboration with Serbian fashion designer Drina Krlić, the identity draws from regional mythologies and contemporary minimalism to create a restrained yet emotionally charged visual language. The conceptual framework is shaping the brand's narrative, aesthetics and creative direction.
The editorial embraced softness, abstraction and subtle distortion, reflecting the fluid nature of identity and the ambiguity of magical thought. Campaign concepts expanded this world through themes of ritual, empowerment and the relationship between femininity and nature, translating cultural symbolism into a coherent contemporary brand.
