After graduating from Faculty of Applied Arts, University of Belgrade, a group of ten designers decided to establish a label that is not only an ‘umbrella’ brand for a number of designers but the one where each of them is considered an individual designer in his or her own right as well.
“We are united by a common approach to fashion design with each of us having a distinct style in our own right. We are led by the notion that the whole is greater than the sum of its parts.”
Earlier on they used to be part of Belgrade Design District, a sort of a hubub for up and coming designers. However in order to get their brand to stand out they recently moved to Visnjiceva 2 in Dorcol, Belgrade’s most creative and vibrant borough.
This quite conspicuous store can be found with no difficulty whatsoever and it seems to draw attention by its very quirky yet dainty shop window. Namely, one single piece of fabric, two odd shoes placed onto a swing, a mirror and two lamps. The minute you step inside, you are given a warm welcome by the young designers themselves. Besides the riveting interior complete with the arched ceiling, the room offers sufficient space for women’s and men’s clothes, shoe wear and accessories. Everything seems to be in its perfect place, as if a curator designed the place for an exhibition. The furniture and lamps which are used for presentation only are made by a guest designer (http://lampemm.com) and are also for sale.
Clear cut shapes, high-quality fabrics and subdued, dim colours define the fashion of ‘Klasa’. The style can be described as rather plain but smart. Both timeless and up to date at the same time. “We are the complete opposite to ‘fast-fashion’ since clients come to our store because they appreciate handmade, customized and high quality fabrics”. But not only the fashion values are satisfactory for our customers but they seem to drop by also to be engrossed in its intimate atmosphere and perhaps meet up for a chat.
The process from the idea to the high fashionable item of clothing is as follows: Most of the members of ‘Klasa’ are keen to draw the concept to get the basic idea of a new style. After making the image of a design clearer up to a point, the right material has to be selected. All the fabrics selected tend to be from Belgrade or the suburban area as is the production too. Each design is made by Belgradian tailors and seamstresses or at times even by the designers themselves. One particular item of clothing makes its way into the store inasmuch as one model is made per each design and only then is ready for a fitting so that the customer places an order made to measure.
The designers are only too optimistic when it comes to the future of ‘Klasa’. They will try and focus on reaching out to the global market and keeping abreast with the demand from abroad .
Photo credits: La Dina
“We will have our own cutting and sewing premises for a more viable production any time soon . We are planning to expand further i.e. market Klasa fashion clothes online as well”.
Author: La Dina
Dragana Kostica is the Belgrade-based editor in chief and founder of Still in Belgrade art, culture and club scene magazine. She holds a Master of Arts in Cultural Policy and Management in Arts (MA of Arts) and a Bachelor degree in Archaeology.