UF Voices | Sofija Urumović

When and why did you start your own label?

In 2017, it seemed like a nat­ur­al con­tin­u­a­tion of my stud­ies. Fash­ion has always been an organ­ic pro­gres­sion for me, inter­est in fash­ion came very ear­ly and it nev­er went away. As a child my dream was to be omnilin­gual, which means hav­ing the abil­i­ty to speak, or to under­stand, all lan­guages. It goes with­out say­ing that this is impos­si­ble, how­ev­er, dur­ing the years I realised that fash­ion is one of the most pow­er­ful and uni­ver­sal lan­guages in the world and that it could be used as a great way of self-expres­sion and communication.

What is the DNA of your label?

Play­ful­ly fem­i­nine aes­thet­ic, which cer­tain­ly reflects my inter­est in shape design — I am huge­ly intrigued by the rela­tion of two-dimen­sion­al­i­ty of pat­tern cut­ting and three-dimen­sion­al­i­ty of human body. Bal­anc­ing between colour­ful play­ful­ness, sub­tle sophis­ti­ca­tion and non­cha­lance in a seem­ing­ly naïve man­ner, the vision stands clear: fem­i­nine, loose cloth­ing with a twist in details and touch of exper­i­ment­ing with shapes and materials.