“The new editorial represents a continuation of the AW25 capsule collection and a reflection on last year’s autumn–winter collection.”
The creative director and founder of the brand JAGYCH emphasizes how important it is for him to maintain continuity and to keep referencing his own work. “I’m focused on ensuring that every next step — collection, campaign, and editorial—extends from the previous one. I want to build a continuous story that never ends.”
With that in mind, it becomes clear why this winter season once again highlights tartan patterns, pleated materials, layered stylings, and striking jewelry.
Focused on creating an aesthetic that merges two seemingly opposite worlds—conventional elegance and the urban spirit of the underground culture—Igor once again shows that there is indeed an alternative to traditional elegance.
“BRUTAL REFINEMENT” is the ethos of the JAGYCH brand, meaning that its mission is to redefine elegance and place it in a new context. Perhaps for that very reason, the campaign’s location is the brutalist architecture of New Belgrade’s blocks, a setting the designer often returns to. As he says, “I was born here, and I adore the brutalism of the blocks; it inspires me greatly in my design. And every time I shoot a campaign in locations like this, I feel as if I’m part of some movie from Slavic cinematography. That raw aesthetic is a fantastic counterbalance to my need for precise tailoring.”
Traditional trouser cuts gain a new dimension when rendered in tartan fabrics and accented with metal details. Kilt skirts directly declare that it’s time for new rules—with their pleated panel placed in the front instead of the back. Trousers under dresses, corsets, faux fur coats paired with kilts, metal jewelry… Everything speaks of the bold punk energy radiating from Igor’s designs, yet what makes this brand truly special is its refined finish. For that reason, it cannot be placed into any single category mentioned.This campaign does not include menswear pieces, but Igor notes that he is working progressively on developing the men’s department of the brand, and that next year will bring many new things.
PHOTO JAGIĆ IGOR
CREATIVE DIRECTION AND DESIGN JAGIĆ IGOR
MODEL TEODORA RADOVIĆ
