A powerful campaign brought together Marija Vujović, Danijela Dimitrovska, and Antonina Petković, three women shaping the fashion image of the region on the global stage.
Isidora MitriNovember 10, 2025
I’ve always been intrigued by what models who’ve worn everything from archival haute couture pieces to major commercial brands actually choose in their everyday lives. Likewise, when they decide to step in front of the camera for a local or regional brand, it’s never a random choice. In a world where YSL, Louis Vuitton, and Victoria’s Secret are part of their daily professional environment, choosing to represent a homegrown label is a sign that the brand speaks a language they understand.
That rare moment of recognition happened recently, when a powerful campaign brought together Marija Vujović, Danijela Dimitrovska, and Antonina Petković, three women shaping the region’s fashion image on the global stage. Behind the camera, and the entire vision, stood the Belgrade-based brand Questionmark with its new SUPERNOVA campaign.
Marko Suvić
That’s why, when I saw the shots taken at the Avala Tower and inside the Ikarus hall, I wasn’t just interested in the clothes; I wanted to know why they were there. What lessons in style had they learned from wearing all those global brands, and what did they recognize in this story? On one hand, there’s the philosophy Antonina Petković sums up as fashion’s holy grail: “Less is more.” It’s followed by Danijela Dimitrovska’s lesson from the world of modeling: “Style has nothing to do with what you wear, but with how you feel in it, and in that sense, simplicity is always the strongest statement.”
This philosophy of pure form and confidence is embodied in the collection’s key piece, which happens to be Danijela’s favorite: the Heritage Coat. “I love classic silhouettes, and the choice of material is always important to me,” Danijela revealed, adding, “This coat has it all: a clean cut, good structure, and that touch of luxury you feel the moment you put it on.” Made of wool and cashmere with structured shoulders, it’s not a piece that hides you but one that demands you wear it, not the other way around.
And just when we think the formula is set, simplicity, clean lines, “less is more,” Marija Vujović introduces a twist. Her lesson in style? “What I’ve learned over the years is that we should take risks when it comes to style and not play it safe.”
The answer lies in the collection itself and in Marija’s favorite piece, which isn’t a coat or the denim suit favored by Antonina Petković. Marija’s choice is the bodysuit. “The material is beautiful,” she says, “I could barely feel it on my skin.” The kind of risk Marija refers to isn’t about bold colors or prints, but about raw simplicity. Wearing something as intimate and minimal as a bodysuit as a statement piece is a risk that relies entirely on confidence, on that feeling of “how you feel in it” that Danijela talks about.
Marko Suvić
In the end, the Questionmark SUPERNOVA campaign succeeds because it celebrates this duality and proves that simplicity and risk are one and the same. The greatest risk today is to be simple, and the greatest power lies in a pure silhouette. Whether it’s the luxurious embrace of the Heritage coat, the effortless strength of the denim suit, or the sensual minimalism of the bodysuit, the message remains the same.
So, which local brand do regional supermodels choose? Clearly, the one that understands that style isn’t about what you add, but about what you’re brave enough to take away.
Photography: Marko Suvić
Video: Aleksa Miletić & Luka Stojanović
Fashion & Creative Direction: Katarina Jovanović and Marko Stefanović
Makeup: Marija Stošić
Hair: Zvezdana Svetozarević
