“I formed relationships with truly inspiring people.”
Balancing between playfulness, subtle sophistication and nonchalance, Sofija Urumović’s vision stands clear: feminine and comfortable clothing with a twist in details and touch of experimenting with shapes and materials. Sofija Urumović was one of the United Fashion designers during Berlin Fashion Week in 2018 and ModaLisboa in 2020. As a fashion designer, she shares her experiences and outcomes from her participation to United fashion.
When and why did you start your own label?
In 2017, it seemed like a natural continuation of my studies. Fashion has always been an organic progression for me, interest in fashion came very early and it never went away. As a child my dream was to be omnilingual, which means having the ability to speak, or to understand, all languages. It goes without saying that this is impossible, however, during the years I realised that fashion is one of the most powerful and universal languages in the world and that it could be used as a great way of self-expression and communication.
What is the DNA of your label?
Playfully feminine aesthetic, which certainly reflects my interest in shape design — I am hugely intrigued by the relation of two-dimensionality of pattern cutting and three-dimensionality of human body. Balancing between colourful playfulness, subtle sophistication and nonchalance in a seemingly naïve manner, the vision stands clear: feminine, loose clothing with a twist in details and touch of experimenting with shapes and materials.
Where do you get your inspiration from?
Most of my inspiration comes from personal interpretation of everyday life and the world around me. Sometimes it’s an intimate memory, a dream, a fear. Sometimes it’s a coincidental arrangement of random objects. Sometimes it’s a stranger on the street. I always start my collections with thinking, observing the world around me, soaking in all the visuals, brainstorming. I am a very curious person, I have always been, so I try not to limit myself – instead I let interesting things around me drive my creativity.
What do you consider the biggest challenge the fashion industry is facing today?
At this very moment, I obviously see the COVID-19 crisis as the biggest challenge as it has affected the industry on so many levels and consequently exposed the unsustainable inefficiencies of the fashion system. However, I also see it as much needed opportunity to slow things down, re-evaluate the business models and reorganize everything. The current situation has showed more than ever that the entire industry needs to implement conscious, responsible business models with sustainability at its core. The pandemic crisis will force a rethink of industry’s current state of working (which generally has so many flaws) and reshape the industry as we know it, resulting in new ways of thinking, building, designing a new fashion system. I am positive about the future.
How are you involved with United Fashion?
In July 2018 I have participated at Berlin Fashion Week through United Fashion and now in March 2020 at ModaLisboa. It has been a wonderful cooperation.
How did you experience your participation?
It has been an incredible experience, both in terms of having a very successful presentation of my work in Lisbon and in terms of connecting with such a variety of inspirational creative minds from different fields of industry.
What resulted from your participation to United Fashion?
Lots of valuable feedback from people who have been in the industry for a long time! I also formed relationships with truly inspiring people, exchanged views and ideas with other creatives and, most importantly, had fun along the way.
What’s next? What are you currently working on?
The pandemic lockdown caused a lot of changes for my future projects and plans, but I am staying positive. Since everything stopped (or slowed down to a large extent) I am mostly using these uncertain times to reassess my work and gather new ideas.