I recently had the chance to interview the up-and-coming, Serbian-born designer Jelena Vujanovic, founder and creator of the top fashion brand Vilorija.
The brand has gained international recognition of late, with successful showings and events at LA Fashion Week, Berlin Fashion Week and in Cannes, France at the Cannes Film Festival at the Carlton Hotel, as well as a special runway presentation at the famous Villa Oxygene. Vilorija has been featured in British Vogue, Los Angeles Times and Women’s Wear Daily, plus many other top fashion publications.
Now her fans from around the globe can view and purchase Vilorija’s whimsical designs from the new 2015 “Ready-to-Travel” collection, featuring dresses, pants, skirts, jackets, T-shirts and leggings, available at the recently launched online store – http://www.vilorija.com/shop-readytotravel
When and why did you decide to pursue fashion?
I started my fashion education in London where I attended Saint Martin’s College of Art and Design. I can say that it’s in London where I really fell in love with fashion design and seriously decided that this will be my profession. I continued my education in Belgrade, where I studied costume design at Belgrade Academy of Fine Arts, and then in Paris, where I graduated in fashion studies from the Fashion Academy Studio Berçot.
Describe your latest collection.
While my previous collections were very luxury-focused, expensive, high-fashion and special, this is my first ready-to-wear collection, accessible and practical, easy-to-wear, chic and beautiful for every day. It’s very comfortable and of the highest quality, made from the best, natural fabrics.
It’s the perfect collection for women who want to look chic, elegant and feminine – “Ready-to-Travel” with Vilorija everywhere, or just being ready to look gorgeous in any situation. The collection has a romantic, timelessly elegant and retro spirit, but at the same time, is very fresh and modern.
What is the inspiration behind the new collection?
My inspiration is the romantic life of travelling. I am an eternal traveler and am always inspired by the beauty, art and different charms and cultures of the various cities that I have visited around the globe. I’ve designed a collection for the modern woman who is a “citizen of the world.”
The name of the collection is “Prêt-à-Voyager’’ or “Ready-to-Travel,” a sort of wordplay on the phrase, “Ready-to-Wear. “ I invite women to be ready to always look gorgeous wearing Vilorija, wherever their travels take them.
For this collection, I designed all of the print patterns and embroideries, and each has its own story and inspiration. I also have created my personal versions of some of the classic print designs.
For example, I transformed timeless stripes into very special Vilorija stripes, modeled on the iron-work designs of Parisian art-déco balconies. I personalized the traditional Scottish tartan, by adding sweet and romantic roses inspired by old fairy tale books. It’s also possible to customize pieces, made to order.
You are inspired by music and celebrity. What fashion icons most inspire you and why?
David Bowie. His look, his music, his mind, style – everything. Anita Lane. PJ Harvey. If we’re talking about famous beautiful women as fashion icons that inspire me – Marilyn Monroe, Brigitte Bardot, Catherine Deneuve (especially her look in the film “The Hunger,” with Bowie and her look in the film “Belle de Jour.”) Romy Schneider, Nico, and of course, The Velvet Underground, Eddie Sedgwick and Marianne Faithful.
The list is very long. I’m always inspired by someone or something. Inspiration is everywhere. So many people and so many things inspire me every day!
What are your plans for your next collections?
The next plan for Vilorija will be the launch of my lingerie and swimwear collections. I am preparing something fantastic and very different from what you have seen so far by Vilorija. It will feature a very sexy, luxury lingerie line and a more casual, sweet and beautiful line with pajamas and homewear, as well as very chic swimwear and a complete cruise and beach collection!
Jetset Magazine readers receive an added 15% bonus using promo code “jetset” at Vilorija’s online shop: http://www.vilorija.com/shop-readytotravel/