In the relentless world of fashion education, where pressure and creativity exist in constant tension, Isidora Durovic distinguishes herself through a refined aesthetic but also for a thoughtful approach to process and purpose. Isidora Duroivic, Serbian-born and currently based in London, has recently graduated from the MA Womenswear course at Central Saint Martins. Durovic reflects on a journey shaped as much by introspection as by innovation, where she isn’t chasing spectacle or scale. Garments that are stripped away of decoration and are minimal in form. Each piece carries the weight of thought concerning the movement, and the kind of presence a garment allows its wearer to hold. Her designs don’t demand attention, yet they hold it.
An admiration for the clothing of those who dress without a facade, whose garments serve their work rather than distract from it. Designed not to perform for the viewer, but to support the wearer, to exist in service of their life and work.
In conversation with Durovic, there is a reflection of honesty where she offers insight shaped by pause, distance, and the discipline of returning to work with intention.
London
April
AD: Alisa Dylevy
ID: Isidora Durovic
AD: You were one of the many BA fashion students who graduated during the pandemic, how did you manage and resolve within the constricting environment that you were placed in when designing your 3rd year BA collection?
ID: The limitations I faced during the pandemic actually turned out to be an advantage. My BA collection was centred around the concept of adhocism—the art of improvisation. Rather than feeling restricted by the lack of resources, I embraced the challenge and focused on working with what was available. This mindset allowed me to push creative boundaries, prioritize adaptability over perfection, and ultimately bring a unique and raw energy to my designs. The restrictions forced me to think differently and approach problem-solving in a more spontaneous and resourceful way, which aligned perfectly with the theme of my collection.
Isidora Durovic AW2025, Look 2, Photographed by Caiqing Zhu
AD: I know you took some time off from your studies, why did you decide to come back and pursue an MA Womenswear after a short break?
ID: After taking some time off and gaining experience in the industry, I found it challenging to reconnect with my personal style. The break allowed me to reflect, but I realized that pursuing an MA was the next crucial step to refine my creative voice and advance my technical skills. It was a decision that ultimately allowed me to mature as a designer and reignite my passion for the craft, and I’m glad I took that leap.
AD: The choice for your MA collection was to make garments that are stripped away from maximalism and decorative elements. It feels that there is a raw approach to the functionality of a garment and the “less is more” approach. What value do you see within functionality and minimalism when designing a garment?
ID: My design approach is deeply rooted in personal style and preference. I believe garments should serve the wearer, not the other way around, which is why I’m drawn to simple, functional forms. A reduced design allows me to move through my day without having to think too much about what I’m wearing. While my approach is minimal, I don’t see it as an excuse to avoid experimentation. Instead, I focus on refining and editing those experiments until they align with my vision. It’s all about finding the right balance between simplicity and innovation. It’s the direction that resonates most with my current personal preferences.
Isidora Durovic AW2025, Look 7, Photographed by Caiqing Zhu
AD: I believe much of this collection came through by the vision of what women artists wear, what importance did it play for you to shine the light towards what women artists wear?
ID: Both, in which there is an admiration towards the garment that the woman wears and the meaning that the woman gives with her essence. This collection began as an exploration of the wardrobes of women whose style inspires me. Initially, I was drawn to the garments themselves, but what truly resonated with me was how these pieces reflected their personalities. From there, my research expanded into their personal (art) work and lives. The women I looked to tend to wear clothes that don’t seek attention but instead allow the focus to be on them as individuals—on their essence, their presence. That’s what inspires me the most; the clothes are, in a way, secondary.
Isidora Durovic AW2025, Look 1, Photographed by Caiqing Zhu
AD: By creating a collection, I would think that you put some part of yourself into the collection, or do you view it from the side and become the observer of what is going around you?
ID: My work is 100% a reflection of who I am and what I love. I view it as an extension of myself. Over the past six months, I’ve lived this collection, so it feels very personal to me. I believe the most authentic work comes from a place where your values, interests, and desires are fully reflected in what you create. For me, that connection is crucial.
AD: What is your method of working throughout, and when starting a project, what is your process?
ID: My process begins with thorough research, followed by setting clear intentions, goals, and aims for the project. From there, it’s driven by experimentation—exploring shapes, materials, and different techniques. I always make sure to give myself time for free, intuitive experimentation before diving into the editing and refining stage. For me, the best ideas often come from responding to a creative impulse, and then carefully editing to align those ideas with the initial brief I set out to follow. I wouldn’t say I have any specific rituals or superstitions, but I do believe in allowing room for spontaneity in the creative process.
Isidora Durovic AW2025, Look 3, Photographed by Caiqing Zhu
AD: Being a fashion student is a hustle to say the least. How did you maintain a healthy relationship between working on the collection and taking time off for yourself? Or was there even a healthy relationship?
ID: Yes, being an MA fashion student definitely comes with its fair share of hustle. Sometimes, to achieve something great, a bit of balance has to be sacrificed. I’m okay with stepping out of balance for short periods when necessary to meet deadlines or finalize something on time. However, I’m not a fan of burnout culture—I really try to avoid it. When I do find myself pushed to that point, I always make sure to prioritize recovery afterwards. I rely on daily rituals like yoga and meditation to sustain me, even during the most intense work periods.
Isidora Durovic AW2025, Look 4, Photographed by Caiqing Zhu
AD: Now that you’re finished with your MA collection and have gone through the years of Foundation and BA course/s, what’s your advice for those who aspire to walk in your footsteps and pursue a fashion pathway?
ID: Work hard, but don’t let stress take over. It’s essential to stay focused, but also take care of your well-being. Always maintain a critical mindset—question everything, from your own work to the industry and even the education system. Don’t just accept things because they’re considered the norm. Trust your instincts and think independently. Stay curious, challenge conventions, and carve your own path.
AD: Finally, do you know where life is taking you now that you are all done with the MA collection, or are you letting it all fall naturally?
ID: I have so many options now—perhaps too many! But before diving into anything, I know I need a restful period to reflect and process everything. This time will help me decide which next steps align most with the kind of life and career I want to build. I’m allowing things to unfold naturally as I figure out the best path forward. Pursue.
Lead Image photographed by Carina Kehlet Schou, featured in AnOther Magazine of Isidora Durovic Autumn/Winter 2025
Interviewed Isidora Durovic