In the heart of the ever-evolving fashion landscape, where trends flicker in and out of vogue with the swiftness of a heartbeat, there exists a realm where artistry transcends fleeting styles. A place where silk transforms into a canvas, and every stroke of a brush tells a story.
Join us on a journey that traverses the boundaries between art and fashion, as we unravel the captivating narrative of Lidija Seferovic, a visionary artist who has forged a unique path in the world of wearable art. From the hallowed halls of London’s fashion elite to the tranquil streets of Dubrovnik, Lidija’s story is a testament to the enduring power of passion and the unyielding belief in the extraordinary.
Prepare to be enchanted by the tale of an artist who paints with silk, a dreamer who defied convention, and a creative entrepreneur whose scarves are more than just garments – they are vibrant, evocative stories that adorn those who wear them.
Welcome to the extraordinary world of Lidija Seferovic, where fashion becomes art, and every piece tells a mesmerizing story…
Lidija, you’ve cultivated a unique brand that seamlessly fuses art and fashion through your exquisite hand-drawn silk scarves and textile art. Could you share with us the captivating story of how you discovered this passion and transformed it into a thriving business?
After earning my Bachelor of Arts in Womenswear from the London College of Fashion, I immersed myself in the world of fashion, collaborating with numerous London designers, particularly in Haute Couture, for nearly a decade. However, my enduring love and devotion remained firmly rooted in Fine Art. Having also completed my art education in Croatia, where I received classical training, I yearned to merge these two worlds, to breathe life into a painting in a unique way. I never quite resonated with the notion of digital or screen printing. Mass production on a grand scale wasn’t my aspiration. I hold a deep reverence for traditional craftsmanship and sought to create something exceptional, akin to mini-couture accessories, with only a limited number of each scarf painting available. This is where the concept of hand-painted accessories originated.
Dubrovnik, Croatia, renowned for its rich cultural heritage, played a pivotal role in shaping your artistic style. How has your upbringing in this picturesque city influenced your work and the designs you craft today?
Growing up in Dubrovnik was an extraordinary experience. I attended Luka Sorkocevic Art School in Dubrovnik, which provided me with a solid foundation in drawing and painting techniques, skills that continue to inform my textile artworks and scarf designs to this day. It was an idyllic, carefree time, exploring the city’s architectural marvels, the sea, beaches, and the natural beauty of the surroundings. It was a period devoid of the influences of the internet, social media, or mobile phones, and it allowed me to nurture my creativity. I always return to my artistic roots, drawing from fundamental techniques in art, painting composition, and a classical approach that remains deeply ingrained in my work.
Your scarves are often described as “eclectic.” Could you expound on the sources of inspiration that fuel your creativity, resulting in such diverse and distinctive designs?
I derive immense inspiration from discovering new countries and cultures. Few things exhilarate me more than landing in a new place and meandering through its historic streets, immersing myself in its culture, architecture, colors, and the natural world, including trees and flowers. I’m also captivated by the form and motion of the human body and nature, elements that have always fascinated me. Translating the movement of an object into a vibrant painting, in my case, onto a scarf, has been my abiding obsession.
Each scarf is a labor of love and dedication, painstakingly hand-drawn. Could you guide us through the creative process, from conceiving an idea to bringing one of your designs to life, culminating in the finished product?
I perpetually harbor a multitude of ideas, often while I’m engrossed in completing my current project. As a somewhat indecisive person, it sometimes takes me a while to select a theme and concept. But once I’m content with a theme, my inspiration typically stems from my travels, books I’ve read, or music that resonates with me. I conduct comprehensive research and create several sketches on paper to determine the composition of the painting or design. Then, I dive in, much like any painter would. If the piece demands intricacy, I may lightly outline the composition for guidance, but since everything is meticulously hand-painted, I must exercise great precision. The silk, particularly the sandwashed variety that I exclusively employ, is stretched onto large frames, and the hand-painting commences. Once I’m entirely satisfied with the finished painting, it is removed from the frame, prepared, and delivered to a skilled seamstress for the meticulous hand-rolled hem finishing. The preparatory and post-painting stages can be time-consuming, as silk is a delicate material that necessitates careful handling to avoid stretching, tension, or damage to fine threads.
Establishing a brand from the ground up can be a formidable journey. What challenges did you encounter along the way, and how did you surmount them to carve out your presence in the market?
I encountered persistent suggestions and advice to opt for digital printing, with discouragement against hand-painting wearable garments and accessories, as it was perceived to be less marketable. Some even advised me to focus solely on art. At times, these remarks could be disheartening, particularly when they came from individuals within the industry whom I held in high regard. However, I possessed a strong drive and unwavering belief in the product I had created. I was convinced that there was a niche market for it, and that the path to success lay in crafting something truly unique and beautiful.
Your artistic talent extends beyond scarves and encompasses textile art. How do you strike a balance between producing wearable pieces and crafting larger textile artworks?
Achieving this balance can be challenging at times. There are instances when I envision a design that I believe would work equally well as a wearable piece or as a framed artwork. However, by structuring my work around collections and project-based art pieces, I have managed to maintain equilibrium thus far.
Sustainability is increasingly vital in the fashion industry. How do you ensure that your brand aligns with eco-conscious principles while upholding the highest standards of craftsmanship?
I am acutely aware of the environmental impact of production and strive to minimise it as much as possible. Firstly, my products are not mass-produced; they are meticulously designed and hand-painted by me. Consequently, I can only reproduce a limited number of each collection piece, dependent on the design’s popularity. The sole other contributor is my talented tailor friend, responsible for the final hand-rolled hem finishing. In this way, I am involved in every aspect of production, from start to finish. There is no wastage of silk fabric; I utilize every scrap to handcraft the handles for packaging. Additionally, there are no sewn labels on the product; instead, my hand-drawn signature graces the lower corner, serving as the brand logo, akin to how a painter signs their work. I actively support local small businesses, such as my textile supplier, with whom I have forged a longstanding partnership in sourcing silks.
Collaborations often serve as potent tools for brand growth. Have you engaged in meaningful collaborations thus far, and how do you envision them contributing to your brand’s vision?
I wholeheartedly concur that collaborations are indeed potent avenues for brand expansion, fostering creativity, and often proving deeply fulfilling for both parties involved. My most recent collaboration was with a close friend, a highly talented dressmaker. Together, we crafted a hand-painted wedding dress for one of her private clients, who envisioned a truly unique piece for her church wedding. This endeavour was a labor of love and forged a special connection, especially given our close relationship. I am eager to explore further collaborations in the future.
London is a melting pot of creativity and artistic expression. How has being based in this vibrant city influenced your work and facilitated connections with like-minded individuals?
I can unequivocally state that I will never tire of London; it is an enduring source of inspiration. Since my arrival in 2004 to study at the London College of Fashion, the city has consistently fueled my creative spirit. From my student days to internships with renowned designers, many of whom I still maintain contact with, London has been a wellspring of creative energy. The friends I have made through work have become cherished and enduring relationships. It’s not only enjoyable but also immensely beneficial to bounce ideas and opinions off individuals I hold in high esteem within the industry.
As a creative entrepreneur, how do you maintain motivation and continually reinvent your brand to keep it fresh and captivating in a rapidly evolving fashion landscape?
I endeavour not to become ensnared by the ever-changing currents of seasonal trends. Instead, I trust my instincts and draw inspiration from what moves me at a given moment. I firmly believe that by remaining true to your creative vision, irrespective of external influences, your work will resonate and leave an impact.
Your scarves are wearable pieces of art. How do you envision your creations enriching the lives of those who wear them, and what emotions do you hope to evoke through your designs?
I hope that those who wear my scarves feel empowered, cherished, and stand out in a crowd. I desire for the story behind each painting to serve as a conversation starter, akin to entering a museum and being drawn to the complexity of a narrative as much as to the intricate execution of the painting itself.
With the proliferation of e-commerce and social media, the way we discover and purchase products has undergone a profound transformation. How do you leverage these digital platforms to reach a broader audience and convey your brand’s narrative?
Instagram has proven to be an invaluable platform for showcasing my work and driving traffic to my website, especially during the launch of my new collection. Additionally, my association with Wolf and Badger has been instrumental, providing a substantial platform for reaching a wider audience.
Artistic expression and storytelling often intertwine. How do you infuse elements of storytelling into your brand, and what narratives do you hope your customers perceive through your creations?
Each collection I create possesses its own narrative. Furthermore, every piece within a collection can stand alone as a painting or scarf. I aspire for customers to be captivated by the intricate story behind each piece as much as they are by the high level of detail and execution in the painting itself.
Balancing artistic freedom with commercial viability can be a delicate process for creative entrepreneurs. How do you manage to stay true to your artistic vision while meeting the demands of the market?
Thus far, I have been able to maintain my original vision. Being a textile artist affords me the freedom to translate my passion into wearable art pieces while simultaneously limiting production and audience reach. Retaining control over my work is paramount to me, and I cherish the independence to eschew mass production.
Your journey as a successful artist and entrepreneur serves as an inspiration to aspiring creatives. What advice would you offer to those who dream of transforming their passion into a flourishing brand, mirroring your accomplishments with your art and silk scarves?
Never cease believing in yourself, surround yourself with supportive and caring individuals, conduct thorough market research, and do not be disheartened if success does not materialize immediately. Just as with any endeavor in life, progress takes time, and dreams can indeed come true if you wholeheartedly believe in them. Positivity remains the key in all aspects of life.
Our readers are passionate about travel. What destination tops your bucket list?
Argentina has held the top spot on my bucket list for some time, as well as the southern region of Cuba. I have a deep affection for South America, and my most recent visit was to Cuba, a place I returned to over a year later for a very special occasion. The music, the people, the architecture, the vibrant colors—all of it warms my heart every time I reminisce about it.
Where can people find out more about your work and explore your current collection?
My current collection is currently available at Wolf and Badger, as well as on my website at www.lidijaseferovic.com.
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