Fashion Line Plusminus

Plusminus is a fashion line that has been inspired by work of Graphic artists who are dedicated to their art selflessly expressing their emotions and storyline.

The idea behind the collection is to merge fashion and graphic art into a new form making it available to wider audiences and reviving this underestimated art form taking it with me into a third dimension.

The concept of Plusminus collection is an application of drawing onto the textile and specific part of this process is that we kept traditional technique of making the etching and aquatint to keep the authenticity and texture that is presented on the original piece of art.

The process of Plusminus consisted of few stages, application of art onto the textile after which the pattern is cut out to follow the drawing without interrupting the fluidity of art. The collection is defined by elegant and simple lines to avoid conflict with a pattern of graphic art. This collection represents a piece of trendy clothing and contemporary art which have found new media of communication setting and expressing a fashion trend

For those who don’t know you, tell us about your background

My name is Ena Dujmović and I finished Product Design department on Academy of Fine Arts in Sarajevo. In all my projects I always try to be innovative, no matter what. Design for me is nothing if you don’t follow your inner creativity and ideas. In all of my work I try to make something different, there is no any good in repeating what it’s already there. Clothing design was always interesting for me, and from the beginning I tried to think about how to make my own label with something that will be authentic and recognizable. Still working on it.

When did you know you want to be a fashion designer?

I never really knew; it just happened. Somehow I always end up in a fashion project, then I realized that must be a reason for it. I always follow my inner voice, and it took me to become a fashion designer. Now, I know why, and I enjoy in what I do.

What’s it like being in the Fashion industry?

What I work now with my brand, I can’t call industry, but for sure I compete with all that it’s over there.

How is the fashion industry in Sarajevo?

Twenty-five years ago we had huge industry, but now we have just a few companies left. So I can say the situation is not so great; we don’t have chance to work for some big brands as designers. That’s why all young designers try to make on their own, with small production.

What was your first job in the fashion industry?

My first job was in a big fashion company that we have; I was working as a fashion designer. This experience helped me in building myself as a designer. I learned a lot, and all the hard work made me better in what I do. I think in this way I learned much faster than I was learning alone. In big productions sometimes you have to make thirty designs for a week, and when you work on your own this is per year.

Talk about the changes in your life since you’ve your own Brand Plusminus.

Well as we hear a lot, every beginning is hard, so is it mine. You can’t expect anyone to help you, because there are really few people that believe in your success. So in a way you are on your own, and you need to decide every move, and what to do next. But, when you look back, you know that hard work wasn’t for nothing. So every day I wake up, make plans for this day and believe in myself and work. By now I’m really satisfied, and I think it’s going in a good direction.

How do you choose your inspiration?

Inspiration is something that is hard to describe in today where the virtual world is huge part of our life’s. Sometimes I have too much „inspiration “ that I don’t even want because every day we see too much information that we want and don’t want to see, etc. Scrolling on Instagram. When I want to accomplish my own creations I feel like running to somewhere without technology to get in touch with myself, and what really comes out is my own creative energy.

In one word: how would you define yourself as a designer?


What advice would you pass along to those starting in the Fashion Business?

Work, believe in yourself and don’t blame anyone if you don’t succeed.


To know more about the brand, please visit: Plusminus Fashion


Photo credit:

Photography: Edvin Kalić

Models: Amila Terzimehić, Vanja Ilić

Make-up: Renata Ponjević

Scenography: Hanna Dujmović

Jewelry: Werkstatt studio

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