Fashion designer Igor Jagić draws endless inspiration from New Belgrade’s brutalist architecture and its raw urban energy — a landscape that has shaped a creative vision both edgy and sophisticated. It’s from this environment that JAGYCH emerges: a brand thriving on contrasts, blending elegance with underground edge.
Ahead of the Autumn/Winter 2025 season, we spoke with Igor about his recognizable aesthetic, the inspiration rooted in his hometown, and the philosophy that continues to define his work.
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: First of all, I want to thank you for acknowledge my work as authentic and recognized. That’s a great achievement for a fashion designer in today’s over-saturated market. It’s also one of the biggest challenges for any creative — to remain consistent and stay true to their own creative direction.
Although in the early years I was still defining the expression of my brand, I somehow always knew that the JAGYCH aesthetic had to balance between elegance and the underground scene — I like to call it ‘brutal refinement.’ I constantly imagine contrasts in textures such as leather and silk, metallic details, jewelry, and the finest wool, and how that combination gives a 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 — everything in it is unique in its own way. I think the best way to describe it is perfect-imperfection. That’s definitely where my inspiration comes from — from that constant pursuit of balance between contrasts. I live in a part of Belgrade called New Belgrade, which has always been defined by brutalist architecture, rawness, and the typical Slavic culture.
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: Thanks to you, I discovered the brand 079. I really like the style they have, the fabrics they use, the cuts, and the whole story behind it. What I particularly appreciate is that every garment can be mixed and matched with another — I love when designers think that way.
FM42: At the upcoming Fashion Selection Event in Belgrade, what can we expect from you, and what will make this season special?
IJ: Yes, I received an invitation to that fashion event and accepted it because the idea and concept are truly interesting. I don’t want to reveal too many details — I’ll can invite your readers to see the fashion show, which will present high-quality content.
For several months now, I’ve been working on a redesign of the creative and art direction, and those preparations are now complete. So, for the Fall/Winter 2025 season, I’m starting fresh.
The JAGYCH brand will introduce many innovations that build upon its already recognizable style and aesthetic.
FM42: What advice would you give young designers searching for their authentic voice?
IJ: Based on my experience so far, my only advice to young designers would be to stop following trends and other brands as soon as possible — and start getting to know themselves. The more they listen to their inner voice and invest in the necessary knowledge and tools, the more their 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. I’ve noticed that elegance is an important part of everyday life here. I like that, although for my taste, it’s a bit too emphasized. Perhaps that’s the Slavic energy in me that likes to break rules and norms. So my very presence here perfectly describes not only my aesthetic but also my life credo — brutal refinement. The new collection is ready; in Zurich I’ll gather a bit more inspiration for the campaign, which will be photographed as soon as I return to Belgrade and immediately afterward launched for sale.
So I invite readers to follow my Instagram profile @jagych_official and stay tuned for all the upcoming news.
