New Belgrade’s brutalist architecture and raw urban energy have long inspired a unique creative vision — stark, striking, and unmistakably bold. It’s from this part of the city that JAGYCH emerges, a brand that thrives on contrasts, blending elegance with underground edge. Ahead of the Fall/Winter 2025 season, we spoke with the designer behind the label about their evolving aesthetic, the inspiration drawn from their hometown, and the philosophy that drives every collection.
FM42: Your style is recognizable and always authentic. How would you describe your fashion expression today – and how has it evolved over the years?
IJ: Thank you for recognizing my work as authentic and recognizable. That’s a huge achievement for any designer in today’s oversaturated market. The biggest challenge is staying consistent and true to your own vision.
Even in the early years, I knew that JAGYCH had to balance elegance with the underground scene — I call it “brutal refinement.” I’m constantly exploring contrasts: leather with silk, metallic accents with fine wool, jewelry with raw textures. It’s this mix that gives new context to the elegance we already know.
FM42: Belgrade has a unique fashion energy. How does the city inspire you — and how does that show in your style?
IJ: Belgrade has a very specific energy — I call it perfect imperfection. That search for balance between contrasts is a constant source of inspiration. I live in New Belgrade, an area defined by brutalist architecture, rawness, and Slavic culture. It all seeps into my aesthetic.
FM42: You’ve been spotted wearing pieces from 079.ch What drew you to the brand, and how did you connect with its aesthetic?IJ: I discovered 079 through your platform and immediately admired their style, materials, and cuts. What I love most is their versatility — every piece can be mixed and matched. That kind of thinking resonates with me deeply.
FM42: At the upcoming Fashion Selection Event in Belgrade, what can we expect from you, and what will make this season special?
IJ: I accepted the invitation because the concept is compelling. I won’t reveal too much — I’ll just encourage readers to follow the show, which promises high-quality content.
For months, I’ve been redesigning the creative and art direction. Now, for Fall 2025, I’m starting fresh. JAGYCH will introduce numerous innovations, building on its already recognizable style and aesthetic.
FM42: What advice would you give young designers searching for their authentic voice?
IJ: Stop following trends or other brands. Get to know yourself. Listen to your inner voice, invest in the right skills and tools, and your authenticity will crystallize over time.
FM42: You’re currently in Zurich. How are you spending your days, and has this trip inspired any future projects?
IJ: I’m enjoying Zurich. Elegance is everywhere here — perhaps a bit too emphasized for my taste. That’s the Slavic energy in me: I like breaking rules and norms. My presence here reflects both my aesthetic and my life credo: brutal refinement.
The new collection is ready. While in Zurich, I’m gathering inspiration for the campaign, which will be photographed as soon as I return to Belgrade and launched immediately afterward.
Follow @jagych_official on Instagram for all the latest updates.
Photo credit: Fashionmag42 Interview / Google Pixel Pro 8
