I always thought that fashion itself is art.
I think one expresses his/hers personality and a way of life through fashion, through style. And many times I can see art in outfits.
This time I was visiting Sarajevo, a beautiful city in the middle of Bosnia and Herzegovina and I found a brand that combines art and fashion. I couldn’t resist it since it is something very unique and modern, exactly what I love and support.
So, let me introduce to you Plusminus fashion brand.
Ena Dujmovic is the designer behind this incredible and futuristic brand that is actually a symbiosis of printmaking art and fashion. On her first collections she collaborated with a young Bosnian artist, Boris Majstorovic who works manually in copper etching technique that is slowly disappearing which makes it even more interesting. “With Plusminus brand my prints became moving sculptures and that’s what interests me a lot. That is what I’m researching now for my doctoral studies for art and design faculty in Weimar.” says Boris.
The latest collections are made together with Anima Studio duet, Denis Haracic and Mirza Rahmanovic. They made plates themselves and printed the designs in intaglio or relief print manually which makes every garment unique and special piece of art.
It is interesting to hear young artists explain their collaboration. “We already had 9 exhibitions in Bosnia and Herzegovina and Croatia and printmaking is our first choice and media in which we work. Nevertheless, collaboration with Plusminus brand helped promote printmaking even more. And not only that, we evolved as artists too because although we had complete artistic freedom to do what we wanted we had to adapt our prints to the fabrics. It is not the same as paper.” says Denis Haracic.
Ena was always connected to fashion and design so her Plusminus brand was just a regular thing to happen.
She explains it very passionately: “I had it all in my mind for years but never managed to get to the realisation. And finally, few years ago I saw the prints of Boris and all the dots connected and my first collection was born. Then the second and further more until today.”
Idea for the name came very naturally because + and - are very individual yet connected signs, in printmaking you have its negative and positive, art and fashion are also very individual yet connected industries. It is a perfect name to describe the brand.
She continues about the creation: “You know, I didn’t want the lines and the drawings to finish with the cut, I made the cut of the garments following the prints so the artistic work flows further through the space!” It can be difficult for the designer not to be able to cut and saw where she wants but that was her challenge to solve that she accomplished very well. In that way the drawings never stop and they live their lives further.
Plusminus creations are made for a modern and confident woman that is not a victim of trends and that wants to stand out in a crowd, that wants to make a statement. It is a woman that knows art and wants to have it not on her wall but on her.
This brand is special for it’s way of work too, they make new small collections every 6 months for each season (fall/winter-spring/summer) and although there are more series of one print, every piece is special and different because of the way of its realisation.
To make it all by hand is not easy so Ena has help of course, and I was very happy to meet Mrs Sefika, who might be a lady in her 60s on paper, but her modern and open minded attitude towards Ena’s ideas and all fashion and style related is making her one of us.
Not only design and art are made locally but the fabrics are bought from the local stores helping them to rise together. Sarajevo used to have around 20 textile factories and today there are only two or three left. Young designers have no place to learn and to gain experience. That is why they leave the country or the more brave ones start their own businesses.
For me starting on your own is something I would support any time. Especially something this good and one-of-a-kind.
As one of Ena’s supporters said:
“She’s the young woman yet to be heard about!”
I totally agree.