PHOTO: Croats Think Fashion Is A Bizarre Parade

People don`t get the seriousness of design and still treat it as something second-rate or something only for shows, Sever believes.

Croatian designer Robert Sever, print king of the Croatian fashion scene, presented his first independent collection in 2001 and has taken part in many projects ever since. His prints include a make-over of Electrolux washing machines and he has designed collections for the Concept brand and Quelle catalogue sale. Sever (32) has graduated from the Applied Arts and Design school and after finishing his first year at the Faculty of Textile Technology and realising his scholarship of the German Jobis company, he decided to leave the faculty in order to “start doing more concrete things”.

How did you start doing fashion design and what led you to that?

- I have always been involved in certain art forms, I reached for picture books when I was little, crayons and creative work, which turned into something more concrete through my education later on. I knew what I wanted and how I wanted it even when I was little.

I loved watching Dynasty, I was fascinated with these beautiful and done up women. It was a real visual eden for a kid from Zagreb, a humble family and the suburbs. It was my first window – my view into something that really fascinated me!

When did you present your work in public for the first time? What was the audience`s reaction?

- At the end of the 90s, I formed a fashion group called CHIC PUSSIES with the Boudoir sisters and Ivana Bilandzija Billy, who is a famous stylists and make-up artist today. We wanted to have a name which seemed a bit sassy and comic. We held smaller fashion shows and performances in Zagreb, creating something different and new…

I presented my first independent collection in 2001 under the name SEVERFOREVER. It was my self-aware entrance in the entire Croatian fashion story, this is why the collection has a concrete name. Now when I look at it, it was a courageous first collection, without any sponsors, with great help of friends and enthusiasts. The collection was worn by 80 people of all ages, forms and energies!

What is recognisable in your work?

- I think it`s symbiosis of wearable clothes and powerful designer signature, regardless of the references, ideas or workmanship manner. These clothes are always a reflection of a special moment and people recognise it.

Where do you draw inspiration for your creations?

- Inspiration finds me! I believe that as a creative person, I have to be extremely open to information that inspires me, I always have to learn how to study, research… Art, in all its aspects, is a wonderful and powerful instigator and as far as the places go, hm, when I`m riding on a tram, I often realise that I can do something technically and then storm down to the workshop to try it out. The source of inspiration is different every time, it is never something too calculated or thought through.

Until recently, you had independent fashion shows. How did your collaboration with Fashion.hr start?

- We presented independent collections until last year and then we started collaborating with Fashion.hr. We presented two collections as part of it last year: the Dove pro age collection and the Escape 13 resort collection. At the same time, they produced the last independent collection SORTIE. We will also be showing the next collection at the upcoming Fashion.hr. We are absolutely satisfied with their approach to work and us as a brand, sp we continued out collaboration after the first joint project.

You designed for Electrolux and Quelle. What was that like?

- I love such ventures. As a creative person, this gives me a challenge to compete with myself, to adjust my vision to the set project. This is like solving a certain task, an equation – you know all the factors in a formula, but to get the desired result, you have to know the right way!

How much has your work changed from the very beginning until today? Which direction have you developed towards?

- It changed because I attained even more knowledge on certain things with time and of course, with the fact that I can invest more financially into collections. Through various projects, with various people, you also change your perception and you update yourself as a creative person through that.

What is your most favourite collection?

- The most recent collection is always my favourite one, but if I had to single something out, it would be the SEVERIA collection, which was designed during my travels and brief education in Mongolia.

How many people are there behind your brand at the momet?

- From the very beginning, the brand has been ran by my business partner Branko Basletic and myself. The range of collaborators and people working on a collection depends on what is done at the moment and how it is done.

What is it like being a designer in Croatia, profit-wise speaking? Can one make a living off it?

- I look at my job as any other job, however, just like everything else in a developing country, everything is looked through sensationalistic eyes and they expect fashion and fashion shows to be entertaining and parades of weird and bizarre things. When we re talking about other countries, business is in question, above all. The public still perceives fashion in the wrong way in Croatia. But, like everything, this will change too!

What are the shortcomings and what are the advantages of the Croatian fashion scene in relation to the one abroad, in your opinion?

- People don`t get the seriousness of design and still treat it as something second-rate or something only for shows. At the same time, the industry is not that interested in supporting design, in directing it to a wider number of consumers.

Do you have a fashion industry role model?

- Anyone can be a role model, someone who bravely suggests their idea through their work, someone who is not afraid of creating something new and exciting and someone who is systematically building the image of their brand. Out of my colleagues, I would definitely single out the following: Boudoir because of their consistency to visual identity, Juraj Zigman because of his courage, artism and freedom, as well as the freshness he introduces; I-gle because of their innovative cuts and excellent workmanship, as well as Ivana Popovic, because her energy oozes from her every thread. My foreign favourites change every season, but let`s say I really respect Prada and Marc Jacobs.

Do you have new projects planned?

- Above all, the presentation of my CODE 1111 D/LIBERATION collection at the upcoming Fashion.hr event. There are more possible projects, but we will focus on that after the show.

You can see Robert Sever`s work over the past two years in the attached photo gallery: A Closer Look At Designer Robert Sever.