IGOR JAGIĆ IS THE FOUNDER AND CREATIVE DIRECTOR OF JAGYCH. BORN IN 1989, HE LIVES AND WORKS IN BELGRADE.
DESCRIBE YOURSELF.
LIFE IN DUALITY.
WHAT IS FASHION TO YOU?
FASHION IS A WAY OF COMMUNICATION. A NONVERBAL FORM OF COMMUNICATION THROUGH WHICH WE EXPRESS OUR INNER WORLD, AFFECTIONS, AND VALUES.
WHAT IS THE PHILOSOPHY BEHIND YOUR BRAND?
JAGYCH IS ABOUT DUALISM. A DELIBERATE COLLISION OF OPPOSITES. I ALWAYS FELT I NEEDED A SPACE WHERE I COULD BE BOTH REFINED AND SUBVERSIVE. I NEVER LIKED THE IDEA OF BEING JUST ONE THING. THAT ALWAYS FELT VERY UNNATURAL TO ME. AT THE END OF THE DAY, THEY ARE OPPOSITES, BUT THEY ARE NOT SEPARATE. EACH DEFINES THE OTHER. THAT TENSION BETWEEN THE TWO CREATES A PERFECT SPACE WHERE YOU DON’T HAVE TO CHOOSE — YOU CAN FULFILL BOTH SIDES OF YOURSELF.
DESCRIBE THE AESTHETIC OF YOUR DESIGN?
THE AESTHETIC IS SHAPED THROUGH THE CONCEPT OF BRUTAL REFINEMENT.
YOUR BIGGEST INSPIRATIONS IN DESIGN?
ARCHITECTURE AND SCULPTING.
COLOR THEME AND OFTEN THE ABSENCE OF IT?
COLOR IN JAGYCH IS A CONTROLLED ELEMENT AND THE FREQUENT ABSENCE OF IT REFLECTS A COMMITMENT TO STORYTELLING.
FAVORITE COLLECTION?
I SEE ALL THE COLLECTIONS AS CHAPTERS OF A BOOK ABOUT THE BRAND. IF I WERE TO SINGLE ONE OUT, THE WHOLE FANTASY WOULD COLLAPSE.
FIRST JOB IN FASHION?
FASHION ADVISOR AND SALES ASSOCIATE FOR AN INTERNATIONAL FASHION BRAND.
WHAT DO YOU BELIEVE IN?
IN THE POWER OF KNOWLEDGE.
YOUR FAVORITE MOTTO?
YOU HAVE TO KNOW THE RULES BEFORE YOU CAN BREAK THEM. I HEARD IT IN AN INTERVIEW WITH ALEXANDER LEE MCQUEEN YEARS AGO, AND IT HAS STUCK WITH ME EVER SINCE.
MUSIC YOU LISTEN TO?
ALWAYS SOMEWHERE BETWEEN ELECTRONIC MUSIC AND CLASSICAL. DEPENDS ON CURRENT MOOD.