Harmony between comfort, practicality and style is the signature aesthetic of Evgenija Zafirovska, young clothing brand created by Macedonian designer of the same name. The Ljubljana-based womenswear brand is defined by its fusion of craftsmanship and attention to detail, with a sense of refined ease. Inspiration drawn from the contemporary architecture is combined with an emphasis on tailoring, traditional textile techniques and zero waste production process. The result are unique, utterly wearable and timeless pieces, which prove that the new era of luxury means also being socially and environmentally responsible.
To mark the launch of the collection at utopiast, we have talked to Evgenija about her creating process, hardships of building sustainable business and challenges she is facing in the midst of a pandemic.
Evgenija Zafirovska, designer
Looking back… Was there a particular moment that made you decide you wanted to become a fashion designer?
My grandmother was a costume designer and from a young age, I was surrounded by materials, threads … At the beginning of high school, I was making jewellery, later I was occupied with the harmony of colors and patterns. The violation of fashion rules was crucial to emphasize my uniqueness in work and creation. During my studies I had the opportunity to fantasize and express myself in different ways, to really get to know myself and find the red thread in my designs. Ten years later I am a master of fashion design and I work on the brand under my name.
You are an independent designer with your own brand for three years now. What were the biggest challenges of creating your brand and what are you most proud of?
I have been working continuously for three years to improve all phases of the product life cycle. I strive to make pieces with zero waste in different ways. With each further collection I aim to differentiate myself with marketing strategies, exclusivity and growth of awareness. I also try to support the development of local businesses and skills. I am aware of the connection with others and the environment and I aim to achieve change in a creative and innovative way. Good design should be reasonable!
Staying inspired in an industry that reduces the shelf life of ideas to mere days or weeks can be exhausting. What inspires you? How do you balance your creative vision with the harsh reality of the fashion industry?
My inspiration has always been architecture. Architecture as well as fashion focuses on design as a problem-solving process. The first piece I designed at the beginning of my studies was inspired by the modern architecture of Dubai and for my master thesis I was inspired by the architectural style of the Japanese architect Kenzo Tange. I implement the architectural elements into textures, the use of different materials and handwork.
Building a collection is a very personal process. What is the favourite piece you’ve ever created?
The corset since it shows the firmness. It has interwoven waste as well as the powerful message conveyed to the consumers – “Dear Earth, you deserve some love! ” I do not want to create waste and therefore I adapt my design process. In the making of the collection autumn/winter 2020 I used the Zero Waste Design technique. I made sure to use the new fabrics most efficiently and used its remnants to create new textiles. The feelings of courage, confidence and grace and the emphasis on the woman’s body are woven into the collection.
In your opinion, what are the biggest challenges the fashion industry is facing now in the midst of a pandemic and how the industry will change after its end?
The threat that holds this pandemic above our heads is a call to action for the fashion industry to slow down, move away from mass production and change direction. Changes in consumer thinking and the huge economic turnaround could irreversibly change attitudes towards fashion, paving the way for a more sustainable industry in the coming years. Adherence to ethical standards should not be separated from running a profitable business and in fact, the positive effect of social and environmental impact is the way of the future. This is obviously a terrible health and economic crisis. But I hope that it will bring positive impacts in the long term.
How has the current situation impacted your work?
I have shifted much more towards the digital form which is favourable for many independent brands. I took the time to take a step back and to understand the new way of life. I am glad that many have started to think differently, locally and sustainably. Change has definitely happened. Fashion undergoes changes, reacts, adapts and proves its resilience.
You have already mentioned the hot topic right now: sustainability. Do you think you have a responsibility as a creator to respond to the social and political issues of our time?
Social reforms always start with the individual and I believe we all have this responsibility. The pandemic has accelerated the engagement of the fashion industry with digital technology and the approach to sustainability and building responsible businesses. This is an opportunity for all of us to rethink our values, to think about the waste, consumption and surplus we make. We need to think about what this industry really stands for because the design is in a way a creative solution to society’s problems.
The word sustainable is such a broad term. How do you integrate sustainability practices into your design, production and business processes?
I am aware of my relationships with others and the environment I work in and try to create change in a creative and innovative way. I highly appreciate the work of local craftsmen, their original design and traditional handicraft. Therefore I often find a way to integrate this into my designs and include a lot of handicraft in the production of my collections. This way I support the development of the local businesses and the livelihood of the craftsmen’s skills. As far as design is concerned, my aim is to create ethical, high-quality, timeless fashion that is not wasteful.
Plans for the future?
It is no secret that the fashion industry is polluting and harmful to the environment in many ways. Therefore it is important to educate consumers and raise awareness. My aim is to continually create a timeless design that will allow me to communicate with them. I create practical and contemporary pieces that reflect the time we live in. I will continue to pour love and devotion into my work.
Words by Sandra Gubenšek & Evgenija Zafirovska, photos by Evgenija Zafirovska
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Introducing: Evgenija Zafirovska
Harmony between comfort, practicality and style is the signature aesthetic of Evgenija Zafirovska, young clothing brand created by Macedonian designer of the same name. The Ljubljana-based womenswear brand is defined by its fusion of craftsmanship and attention to detail, with a sense of refined ease. Inspiration drawn from the contemporary architecture is combined with an emphasis on tailoring, traditional textile techniques and zero waste production process. The result are unique, utterly wearable and timeless pieces, which prove that the new era of luxury means also being socially and environmentally responsible.
To mark the launch of the collection at utopiast, we have talked to Evgenija about her creating process, hardships of building sustainable business and challenges she is facing in the midst of a pandemic.
Evgenija Zafirovska, designer
Looking back… Was there a particular moment that made you decide you wanted to become a fashion designer?
My grandmother was a costume designer and from a young age, I was surrounded by materials, threads … At the beginning of high school, I was making jewellery, later I was occupied with the harmony of colors and patterns. The violation of fashion rules was crucial to emphasize my uniqueness in work and creation. During my studies I had the opportunity to fantasize and express myself in different ways, to really get to know myself and find the red thread in my designs. Ten years later I am a master of fashion design and I work on the brand under my name.
You are an independent designer with your own brand for three years now. What were the biggest challenges of creating your brand and what are you most proud of?
I have been working continuously for three years to improve all phases of the product life cycle. I strive to make pieces with zero waste in different ways. With each further collection I aim to differentiate myself with marketing strategies, exclusivity and growth of awareness. I also try to support the development of local businesses and skills. I am aware of the connection with others and the environment and I aim to achieve change in a creative and innovative way. Good design should be reasonable!
Staying inspired in an industry that reduces the shelf life of ideas to mere days or weeks can be exhausting. What inspires you? How do you balance your creative vision with the harsh reality of the fashion industry?
My inspiration has always been architecture. Architecture as well as fashion focuses on design as a problem-solving process. The first piece I designed at the beginning of my studies was inspired by the modern architecture of Dubai and for my master thesis I was inspired by the architectural style of the Japanese architect Kenzo Tange. I implement the architectural elements into textures, the use of different materials and handwork.
Building a collection is a very personal process. What is the favourite piece you’ve ever created?
The corset since it shows the firmness. It has interwoven waste as well as the powerful message conveyed to the consumers – “Dear Earth, you deserve some love! ” I do not want to create waste and therefore I adapt my design process. In the making of the collection autumn/winter 2020 I used the Zero Waste Design technique. I made sure to use the new fabrics most efficiently and used its remnants to create new textiles. The feelings of courage, confidence and grace and the emphasis on the woman’s body are woven into the collection.
In your opinion, what are the biggest challenges the fashion industry is facing now in the midst of a pandemic and how the industry will change after its end?
The threat that holds this pandemic above our heads is a call to action for the fashion industry to slow down, move away from mass production and change direction. Changes in consumer thinking and the huge economic turnaround could irreversibly change attitudes towards fashion, paving the way for a more sustainable industry in the coming years. Adherence to ethical standards should not be separated from running a profitable business and in fact, the positive effect of social and environmental impact is the way of the future. This is obviously a terrible health and economic crisis. But I hope that it will bring positive impacts in the long term.
How has the current situation impacted your work?
I have shifted much more towards the digital form which is favourable for many independent brands. I took the time to take a step back and to understand the new way of life. I am glad that many have started to think differently, locally and sustainably. Change has definitely happened. Fashion undergoes changes, reacts, adapts and proves its resilience.
You have already mentioned the hot topic right now: sustainability. Do you think you have a responsibility as a creator to respond to the social and political issues of our time?
Social reforms always start with the individual and I believe we all have this responsibility. The pandemic has accelerated the engagement of the fashion industry with digital technology and the approach to sustainability and building responsible businesses. This is an opportunity for all of us to rethink our values, to think about the waste, consumption and surplus we make. We need to think about what this industry really stands for because the design is in a way a creative solution to society’s problems.
The word sustainable is such a broad term. How do you integrate sustainability practices into your design, production and business processes?
I am aware of my relationships with others and the environment I work in and try to create change in a creative and innovative way. I highly appreciate the work of local craftsmen, their original design and traditional handicraft. Therefore I often find a way to integrate this into my designs and include a lot of handicraft in the production of my collections. This way I support the development of the local businesses and the livelihood of the craftsmen’s skills. As far as design is concerned, my aim is to create ethical, high-quality, timeless fashion that is not wasteful.
Plans for the future?
It is no secret that the fashion industry is polluting and harmful to the environment in many ways. Therefore it is important to educate consumers and raise awareness. My aim is to continually create a timeless design that will allow me to communicate with them. I create practical and contemporary pieces that reflect the time we live in. I will continue to pour love and devotion into my work.
Words by Sandra Gubenšek & Evgenija Zafirovska, photos by Evgenija Zafirovska
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