We can’t find better words to introduce you this remarkable brand then its creator’s:” “Damsel in distress” is a brand for self-aware woman with a clear idea about who she is or who she wants to be. She is certain of her uniqueness and doesn’t need to add anything to her appearance, she just wants to emphasize the beauty that she feels and knows is already there.” Tell me about the story of your brand. When did “Damsel in distress” come to life? “Damsel in distress” came to life about seven years ago. Before that I worked as a costume designer for TV commercials, music videos and movies in Serbia and just before starting my own brand I worked for two years as a designer in lingerie industry. I felt the need to follow my own ideas about design of lingerie. I knew that what I was asked to design in the lingerie industry was not what I thought modern and confident woman should wear, because it was too girly and sent the idea that a woman should stay girly as long as possible.
“Damsel in distress” is a brand for self-aware woman with a clear idea about who she is or who she wants to be. She is certain of her uniqueness and doesn’t need to add anything to her appearance, she just wants to emphasize the beauty that she feels and knows is already there. However, she is no wonder woman. She has her vulnerable and gentle side, which I believe women should not give up so easily. Hence the everlasting story about a damsel in distress – a woman who sometimes finds herself in a situation that overcomes her powers. That is why we design lingerie that is inspired also with that silky, gentle, trembling side of female nature, calling upon the fragility that is nowadays so often unaccepted.
What’s the concept of your latest collection? When I`m working on a new collection I am always having in mind the women that will wear it. I think about her moods, situations in which she will wear our lingerie, what kind of lingerie feels and looks good on her, where does she draw her sensuality from.
In the last collection we had the idea of making lingerie that could be worn as underwear or as outerwear, or simply be worn more visibly. Therefore we used colors that are more noticeable and floral prints on forms such as corsets, rompers and negligees.
What kind of woman inspires you? I have a lot of personal contact with customers which is very important for my inspiration. I get to know them, their strengths and there weaknesses. They open up, so that the lingerie could fulfill their intimate desires. It is an intimate moment telling someone what you feel comfortable in, what you would like to emphasize and what to hide. This honesty is always so inspiring.
How do you choose your materials and fabrics and how do you work with them? When it comes to materials, there is no mystification about it. I choose materials by their quality and how I can handle them in the process of making. As a lingerie brand I can never bypass silk and lace, these are the materials I always work with. I tend to play with patterns and prints, types of laces and colours of course.
What do you think about fast fashion? We are artisan lingerie brand, so therefore we don`t support the idea of fast fashion. There are several reasons for that. The rising number of seasons in stores of big brands don`t answer the real need of people, but the need of big companies for more and more profit. This way of thinking creates more and more waste which can`t be recycled as fast as needed. Cheap clothes devalues the hard work of people who are making it, so it is common knowledge today that a lot of people making clothes for big fashion companies are being underpaid and living on the very edge of poverty.
I like when women think about what they wear and why they wear it and if it supports the ideas that they feel strongly about.
What’s your next project? I started working on the fall collection, also the mini lines for New Year and Valentine`s day. You know that lingerie is one of the most favorite holiday gifts so we try not to disappoint our customers. Nice summer weather gives me entirely romanticized vision of cold fall and winter days, which helps the process.
Random question: what was your best trip? The most recent I would mention was the travel to China, to the fair of fashion fabrics and materials. The selection seamed endless and made me really speechless. I knew I had to be very productive and fast in choosing materials, but then again I was in awe. This travel inspired me, and changed my perspectives, pushed me out of my comfort zone and made me rethink my objectives.