28 June, 2024
Jovana Tomić always knew she wanted to be a fashion designer. It might sound cliché, but her love for sketching and imagining designs has been a part of her life since she was a young girl. This early passion led her to pursue formal education in fashion design, opening doors to opportunities she never dreamed of as a child.
In our chat, Jovana opens up about her journey into the world of fashion, how she stays true to her vision amidst industry noise, and what keeps her grounded and motivated in the fast-paced fashion world. She discusses what 'value' means to her brand, the importance of maintaining originality in custom bridal pieces, and reflects on the feeling of seeing someone wear one of her pieces for the first time.
What's the story behind the name 'DŽO'?
When naming my brand, I aimed for something personal yet not overly literal. I chose the name DŽO, pronounced as "dee-zee-oh," which is derived from my nickname in Serbian. Individuals named Jovana are often called Jo, spelled as D Ž O.
You mention that DŽO prioritises value over everything else. What does 'value' mean to you?
When I say that DŽO prioritizes value above everything else, I'm referring to the essence of energy and passion that I infuse into every stage of my design and production process. While value can be interpreted differently by each individual, for me, it embodies the dedication, creativity, and love that shape every piece.
You've made it clear that you maintain the discretion to refuse orders that replicate another designer's work or don't align with your brand image. Why is that important to you?
It's really important to me as a designer to have the discretion to turn down orders that mimic another designer's work or don't fit with my brand's identity. Individuality is what makes each designer unique in this industry. While we all draw inspiration from our surroundings, deliberately copying another designer's work just for a quick profit is a very poor investment into your creativity that is a short-sighted approach that undermines true creativity.
For me, creativity is about investing in innovation and pushing the boundaries of design. It's about creating pieces that reflect my vision and style. By staying true to this principle, I uphold the integrity of my craft and maintain the authenticity of the DŽO brand.
Your custom bridal pieces are breathtaking. What’s your approach when designing for brides?
Thank you so much! I really appreciate your kind words. When it comes to designing for brides, I take a more relaxed approach. Weddings can already be quite stressful and formal, so I aim to create a more relaxed and comfortable experience for my clients.
My focus is on crafting custom pieces that are not only breathtaking but also unique and special to each bride and her bridesmaids. I want them to feel relaxed and comfortable in what is often a very formal setting. This means paying attention to every detail, from the fabric choice to the fit, ensuring that each piece complements and enhances the natural beauty and individual style of the wearer. For me, designing bridal pieces is about creating memories that last a lifetime.
How do you feel when you see someone wearing one of your pieces for the first time?
It honestly lights up my heart and motivates me to keep doing what I love. Seeing someone wear one of my pieces for the first time is truly a dream come true.
What's your favourite part of the design process?
I would say it's a combination of everything because each part plays a crucial role in the final result. However, if I had to choose, I would say the sketching process is my favourite. It's where my mind can roam freely, exploring the endless possibilities that have been manifesting in my head.
What’s your take on the current fashion industry 'noise' you mentioned? How do you stay true to your vision amidst it?
With the presence of fashion fast & the mass consumerism that has been going on for the last decade. It’s easy to get lost & caught up with keeping up with the latest trends & needs the next best thing. People have become so impatient in wanting everything NOW, that it’s amazing to be able to see how much clients are willing to slow It back down & integrate patience in trusting the process.
And how do you stay grounded and motivated in the fast-paced fashion industry?
With the rise of fast fashion and mass consumerism over the last decade, the fashion industry has become noisy. It's easy to feel overwhelmed trying to keep up with the latest trends. There’s a growing impatience for immediate gratification, which can make it challenging to stay true to my vision.
For me, it's about resisting the pressure to follow every big trend and instead focusing on creating pieces that truly inspire me. I believe in slowing down the process, fostering patience, and building trust with my clients. This approach allows me to stay authentic to my vision and deliver designs that resonate on a deeper level.
What's your proudest moment with DŽO so far?