FashionMag42.com presented the fashion platform at POP-UP event in Zurich on July 15 with the Swiss brand Fragile Base, founded by designer Alexandra Petrovic.
The event took place at Eisladen, one of Zurich’s favorite destinations in the city center, renowned for its exceptional homemade ice cream. The relaxed yet sophisticated gathering brought together guests from the fashion industry, media and friends.
Fragile Base, a Zurich-based fashion brand whose collections explore the relationship between technology and human emotion. Its philosophy is rooted in the idea that we exist between two worlds: a future shaped by precision, innovation, and control, and the emotions that, despite everything, continue to define what it means to be human.
This vision is translated into architectural tailoring, clean lines, and fluid silhouettes that balance strength with softness. Here, minimalism is more than an aesthetic choice—it carries a deeper meaning. For Fragile Base, vulnerability is a source of strength, while emotion becomes a response to an increasingly mechanical world. Every garment reflects individuality, freedom, and authenticity, encouraging all humans to remain true to themselves and their emotions.
Sustainability is an equally important part of the brand’s identity. For Fragile Base, it is not a passing trend but the foundation of its philosophy. The brand is committed to ethically sourced materials, small-batch production, and timeless design that transcends seasonal trends. By collaborating with local artisans and responsible manufacturers, while carefully selecting environmentally conscious fabrics, Fragile Base actively reduces waste and overproduction. Instead of mass production, the brand embraces a thoughtful approach: fewer pieces, exceptional quality, and garments designed to last. https://fragilebase.com
NYC calling
Right now we are preparing for one of our biggest events this year: New York Fashion Week. After holding our first fashion show this February at Zurich Fashion Week, the next follows on September 13th in New York. This collection embraces the philosophy of humans unchaining themselves from a system, whether it’s a system they curated for themselves or one they were pushed into, it doesn’t matter. At its heart, it’s about breaking out of a matrix, breaking out of your own shell, and maybe even your comfort zone.
Alexandra: Hosting a pop-up in the heart of Zurich and meeting with amazing people like FashionMag42 and Eisladen was a truly grateful moment for me. I believe brands, especially those with a deeper philosophy, have to connect with their audience, and there were so many beautiful moments where that connection came alive. A pop-up, in my opinion, is not only about selling; it’s about bringing a brand’s vision to life, and that can usually only happen face to face. I’m very grateful for this event and this collaboration, and I’m looking forward to many more.
The event also introduced FashionMag42’s vision and expanding international initiatives. Editor-in-Chief Bojana Veljkovic Tomic and Fashion Editor Vladana Veljkovic shared the magazine’s ambition to build a new international platform for presenting fashion brands and designers through thoughtfully curated pop-up events, fostering connections between the industry, creative talent, and global audiences. They also highlighted FashionMag42’s leading role as one of Serbia’s prominent fashion media platforms and its commitment to promoting fashion, designers, and creative projects in Serbia and internationally.
Ph credits & video: Van Thong Tom To
Take a look: https://www.instagram.com/p/Da4qT3ANaVO/
