From inspiration to creation.

Photo: Jure Perišić

Although I support, buy clothes from and follow the work of many Croatian fashion designers, there are a few who really grew on me through years and are really developing into not only creative talents but also a great business people working with many worldwide known brands and companies. 

LEI LOU by Alex Dojčinović

This post I am dedicating to my friend, a marvelous business women, practical and creative fashion designer and now a household name in Croatia and neighboring countries - Aleksandra Dojčinović who has developed her brand Lei Lou into a recognizable, luxury go-to brand known primarily by it's comfortable elegance, lovely, simple cut, meticulously tailored dresses with a mysterious dash of sexiness and intelligence to them which women of various ages and body shapes can wear morning to evening daily, while feeling comfortable and confident. 

Bellow you can see the romantic inspiration I pulled out of her patterns and fabrics while exploring her collection in the backstage of fashion.hr event for SS 2013. season. In line with Lei Lou brand equity - clothing for real women, Lei Lou capsule collection was modeled by selected Croatian Fashion editors. 

When I asked Aleksandra to comment some journalist's statement that she continues to "play it safe" with her collections and she said that "It is the hardest to design a simple dress", which I actually agree with. Knowing her I am sure she can sketch and produce quite comprehensive pieces but as she said: Who would buy it? Who would wear it? - indeed, she wants to design for real women, who get up in the morning and go to work. Lei Lou is here to provide them with all day luxury feel, because this is what ladies deserve. 

ENVY ROOM

Another feminine and elegant Croatian brand which I closely follow is Envy Room. Designer duo Vjeko Franetović and Nikica Ivančević can certainly say they know women. Their amazing sense for subdued and mysterious sex appeal has won over the hearts of many women in Croatia and internationally who now became their returning customers. 

What I particularly like about this duo is their sense of aesthetics, ability to innovate and reinvent themselves from season to season, generating new trends and bringing fresh approach to Croatian fashion scene inspired by a strong women or particular era in fashion history. 

I really enjoy their lacy body hugging dresses with nautical detailing and short peplum from latest collection. 

Vjeko and Nikica are indeed just a burst of positive energy and quite a savvy and good looking business man duo, aways well connected personally with their customer through their blog, column, website and social media channels. My favorites are their Instagram: @envyroom and Facebook page. 

Envy Room SS 2013.

Envy Room FW 2012. 

Photo: Šime Eškinja | Model: Korana Gvozdić

| Make up: Sanja Agić | Hair: Irena Ružić

Which Croatian designers do you follow the most ladies? Who's clothing do you already wear and love?

Envy Room FW 2012. collection

Photo by Matija Habljak

Last night I saw the FW 2012. of one of my two favorite Croatian brands – Envy Room. Designer duo Vjeko and Nikica have yet again proved how well they know exactly what Envy Room women wants to wear. Not only they are quite in touch with their clientele, but I like them for knowing where to talk to their customer.

Copyright: STEFANO FIORENTIN

They are far the best designers in Croatia when it comes to using social media and digital media overall to scan the market and lead daily conversation with their customers. They are personally engaged and replaying to their customer questions on their website, Twitter profile, Facebook page, blog, guest column on one portal and they recently opened account on Pintrestas well.

Hereyou can see the interview I did with the boys couple of months back.

Envy Room designer team followed their SS 2012. collection theme which was inspired by glamorous retro 40's transitioning into 50's with darker and bolder color pallet, where they played with color blocking, floral prints and fabrications ranging from playful and romantic floaty sheer maxi dresses to naughty pin-up inspired, tailored strict lines Dominant colors were red wine, petroleum, cream and deep purple accessorized with gold and silver details.

Photo by Matija Habljak 

I really love the contrast they did with mixing day wear pieces with glam maxi skirts. My very favorite was a tight floral piece which I find day wear office appropriate and of course gorgeously romantic floral dresses perfect for spring and summer nights for tall girls like me J

What is your favorite Envy Room piece for FW 2012? 

Sinfully envious! Ole!

Fresh from print FW 2011. Campaign by young Croatian fashion designer brand Envy Room.

Campaign was shot on Croatian coast and it was inspired by the religiousness of Mediterranean women, Spanish culture, Flamenco, passion and sensuality.

Which one is your favorite look lovelies? I adore the long black maxi dress!

Model: Vedrana Linardic;  Photo by Jelena Balic

Shop the collection in Envy Room boutique. Visit their blog where you can see the exclusive story of making of the campaign or their website & chat with the designers via Twitter or Facebook. Amen!