Background
Graduated from Istituto Marangoni - Fashion styling and photography, I started assisting stylists and building my portfolio in Milan. Previously I worked with theatres in Serbia, and later with big fashion houses in Italy. Now I work as a freelance stylist and a photographer, styling different kinds of videos and fashion photoshoots.
Vision
Knowledge and experience are key when working with clothes and showing them to a certain audience, telling a story or building characters. Also people wearing them need to feel comfortable and confident. My work is representing a vision of youth today, following the trends in fashion, and emotions in society. In addition, styling resources are always vintage, hand-made, unique and coming from designers in slow fashion. Sustainability is key, and my work does not have to have a clear "commercial purpose", but has to tell a clear story through fashion. The images are supposed to inspire our audience to thrift, use what they have at home, buy smart and get inspired to create eye-catching fashion content.
Workflow
I am a strong believer in strong research. I enjoy making extensive presentations and aesthetic moodboards, that stir imagination and are visually satisfying. It helps me create a character and organise any project to smallest details, as well as communicate the idea with the whole team. -As a stylist I manage all the fashion brands, stores and designers that fit in with the topic at hand, and organise further picking up the looks, returns, dry cleaning and dates for fitting if needed.
-After making a detailed plan of locations, mood, team duties and other - I start contacting everyone needed to realise the project.
-For photography purposes I also work with photo studios, equipment rentals and modelling agencies.
Feel free to reach out: jovajah@gmail.com
-Jovana