Read latest interview with Danijela Stojanovic Diridondica in CREATIVEWEEK magazine.

  

After a windy week of fantastic shows at the SWATCH ALTERNATIVE FASHION WEEK Alternative Arts nominates their choice of TOP DESIGNERS for 2007/2008
including ,Serbian born, DANIJELA STOJANOVIC.

 http://www.alternativearts.co.uk/events/latestnews

Danijela Stojanovic has a background as unexpected as her fashion attitude. Her interest is in the way clothes define what we wear and the way we behave.Danijela (pronounced "Dan-ee-ella") originally qualified as a psychologist, but an art critic spotted some of the extraordinary handbags she had designed for herself and this led to a career as a designer of fashion accessories.

Exhibiting her handbags in galleries, on catwalks, in museum shops, and even in plays, she works under the brand name Diridondica ("Dir-ee-dond-ee-ca"). She makes extensive use of innovative details especially when designing the handbags – they have included cutlery and brushes.

Already her handbags have been shown internationally, including in Berlin, London, Oslo, Barcelona, Havana, Salzburg, Sarajevo, Ljubljana and Washington and some say they are "Wit without the words".

It was a natural progression from accessories to womenswear and, as "Diridondica", she has had numerous exhibitions and showcases in her native Serbia.

Presenting at the Alternative fashion week, Danijela is certain that curves are clearly back on the map, emphasised through elegant, feminine silhouettes, focusing on hip-skimming bias-cuts. To reflect this image she has nicknamed the collection "As the actress said to the bishop".

Fabrics are a sumptuous and eclectic mix, from printed ciré satin, voluminous chiffon, to dark organza and ruffled silk. With an emphasis on structure and movement, the floor-length dresses are slinky and fluid, with statement sleeves, and flamboyant embellishment across the bust and border.

A girl's Best Friend may still be a diamond at that very special occasion, but at any other time you will want one of "Diridondica overnight evening handbags", characterised by the use of precious materials and artistic workmanship.

Less is more and more is certainly on display with Diridondica sophisticated ambiguity of an up to date modern goddess! This is a gorgeous new collection that brings a glamorous twist to a classic and elegant style. Ready for any eventuality, yet totally alert to the last minute change of plan, this bag is an absolute must for anyone who is leading a busy yet glamorous life style - the ultimate 21 st century "flying" girls!

link for photos from catwalk http://www.smileplease.net/sp_gallery.asp?gallery=01.04.09

For further information on our products and orders in UK please call +447963291369. Alternatively you may wish to e-mail us at press@diridondica.com

Read letest interview with Diridondica featured on www.expat.org.yu

Danijela Stojanovic, designer

Daniela Stojanovic- Diridondica is a young Belgrade designer (born in 1972), who specializes in the design of handbags. Her unique artistic hand bags with roses were noticed for the first time 4 years ago, when she had an exhibition at the Belgrade Cultural Center. That initiated her start and inspiration and, over the years she has became very popular in Belgrade and noticed in Europe as well. Her handbags can be bought in London (in a boutique Aqua studio in the exclusive Mayfair area) and in the Gallery of the Norwegian National Museum of Art, Architecture and Design in Oslo.  In 2006, she had an impressive list of foreign presentations and exhibitions all over Europe. Her handbags have been exhibited in Berlin, Barcelona, Washington, at the London Alternative Fashion Week, and in the International Festival of Design- DESIGNMAI YOUNGSTERS 2006 in Berlin. In December she presented her newest collection of dresses and made costumes for the play “Mozart…Luster…Lustig”, composed by Irena Popovic. About her unique bags, inspiration and, firstly, about a look back on 2006, Danijela Stojanovic gave an interview for Expat.

“Last year was really one year full of various accomplishments. It would not be right to say that those were  not unforeseen. I really believe in that philosophy of accomplishments – that our wishes are in harmony with our capacities and that things that we are looking for in life really happen to us. I have to admit that I had a tough job to present in the world things that I do and design. In 2006 happened one chain of events and recognition of something that was slowly developing over the last several years. 2006 started with one exhibition in Berlin and, afterwards, one after another, various events (exhibitions, fashion weeks). I was very vigorous during the whole year. It started with Berlin, then I was in London, Berlin again, Washington, Barcelona, Manchester…At the end of the year, in Montenegro, I gave for the first time an emphasis on clothes and presented one haute couture collection of dresses. 2006 was definitely  full of good, utilized, opportunities  and the most significant year in my career.”

How did you start with the presentations of your work abroad?

One thing that I learned was patience (and it was not my characteristic before). At the end of every year I think about everything that I would like to do next year- from details to directions my whole career developments. I said to myself that I would like to present my work in Germany, England, and Norway and then, thanks to the  many applications that I send and personal contacts I have, I managed to make a plan. I would not like to sound immodest, but I think that my work differs from some classical fashion design- I focus on the concept, on the background of each collection. In addition, the way of presentation is very important. My last collection was the Anti-stress collection (or Press to DeStress). With those handbags, I give women the opportunity to release of a surplus of negative energy by pressing a pillow surface on the bag, in a discreete, womanly way. The collection ‘Jingle Bell” presents bags that, when worn, make it easy for you to be found by people who are looking for you. It is kind of playing game with human alliance that is very present in today world. My collections do have that moments of humor and my attempt to incorporate my basic profession- psychology into them. I believe, it is recognized abroad. Moreover, networking is important  - I start and take care about contacts. There are no borders for wishes. I truly believe that our capacities and our wishes are in proportion. Something that was an unfulfilled wish 10 years ago or 2 years ago is a reality today.

How did you start to design handbags and recognized  that you wanted to focus on them?

It was by chance. I worked for one Italian PR company and I had attend one important event. I designed a dress for that evening but, in that moment, I did not have a bag that would fit my mood, maybe not even with the dress. In half an hour I made a handbag. At that event my dress was not as noticed, as my handbag was. About 20 women approached to ask me to purchase my bag. And later, when I was wearing it, it caused similar reactions. It was very hard for me to be apart from the fashions that I designed. For me, those are a way of communicating with the outside world. My clothes and handbags have that personal moment, but women who wear Diridondica handbags do not have to be strained by my emotion, the emotion that inspired my work.

Which  collections are most interesting and sought after?

I have eight Diridondica handbag collections. Small Roses were first, and everything started after them. The Picnic collection  is the one I am most proud of. That is a handbag with a plate, knife, and fork. That handbag took me to Havana (Cuba). The same year when I started to design bags and had the first exhibition, I was invited to the International Festival of Design in Havana, organized by UNESCO. I was the only designer from Eastern Europe.  Responds there were great. Aldo, that picnic bag was part of classical music concert in Salzburg, composer Irena Popovic asked me to make some kind of styling for the orchestra , and members of the orchestra had on stage that bag. It can be bought in the gallery store in Oslo, in the National Museum for Architecture and Design. That is my most representative bag.  Bags that are most marketable are Anti-stress bags. Those bags are different, relatively moderate, as women’s handbags. Before that collection I had a business collection- Hold tight to your water heater pipes- with handles made of water heater pipes.

What did your presentation in Barcelona, last summer, with ten other young designers look like?

I had an exhibition and, also, one big mutual fashion show was organized. The common thing for all of us was some alternative. We all had conceptual collections and everything was one big exhibition of extraordinary, different things. It was one good experience and I stayed in contact with some designers.

You ended a year with presentation on Fashion Week in Montenegro, and, surprisingly, you emphasized Diridondica clothes, not as usual , handbags?

I presented the collection Your Dream is your Reality. That collection is made of 24 dresses- Haute couture  dresses. And, yes ,for the first time, my handbags were an addition to my dresses.  The organization was very good- I was impressed by the organization and by the business part of the manifestation. The guest of honor was established designer Tony Ward who praised my collection ,which was of course flattering remark  for my work,  than there were journalists from ,many important Europe fashion magazines  ,and finally Elio Frasca editor of the BOOK MODA magazine , and hopefully in next issue of this international” fashion bible “ -  editorial of my collection will be seen  …All in all everything Montenegro fashion week indeed top  event.

What are your plans for 2007?

I got an invitation for Alternative Fashion Week in London, and ,hopefully, there are opportunities for me to organize one show room presentation in one London store Aqua Studio in Mayfair where my handbags can already be bought. I gave myself the task to present my work in Austria, Sweden, Argentina and also it would be interesting to experience fashion scene  in New York .Will see…

In the latest issue of GENIUS DOMUS magazine read about Diridonica and her design work (pages 90 to 96). www.geniusdomus.com