Young talents of regional origin who have found their place in Copenhagen

Vivid, colorful, carefree, and free-spirited are just a few of the adjectives I wove into my story of Copenhagen as I joyfully marched through its streets, soaking in their charm. The warm August sun, which the Danes themselves described as capricious and unpredictable in their part of the world, cloaked the colorful buildings in an irresistible veil of brilliant glow. Passersby, armed with smiles, seemed like the happiest people on the planet.

The Danish capital felt like a place from a fairy tale, where the air constantly buzzed with a breeze of intoxicating creativity, and the most important item on the to-do list was to be yourself. It was as though the city itself had decided to be an inspiration, with everything intertwining – from the marvelous architecture and royal history to vibrant nightlife, gastronomy, culture, and of course, fashion. This inspiring and unique place has also become home to many creatives of Balkan roots, who have found their place in the sun there.

Jelena Fijan

Art director at Samsøe Samsøe

“I wish I could boast about my healthy morning routine, but honestly, 99% of my days start with three coffees before I even get to the office. I travel a lot for work, so my days are mostly very different, which my creative mind loves,” explains Jelena, who started her career in advertising in her early twenties. About seven years ago, she entered the fashion industry and today works as the Art Director for the Danish brand Samsøe Samsøe. Originally from Bosnia, Jelena spent most of her life living in Denmark, growing up in Jutland, before moving to Copenhagen 12 years ago. “The projects I’m most proud of are those within spatial design. I designed brand spaces during Copenhagen and Paris Fashion Weeks, focusing on creating installations and concepts aimed at connecting the community and encouraging interaction between people and brands,” Jelena shares, mentioning that she loves the dynamic nature of her job – where each process requires a different mindset, “from managing chaos to achieving a ‘laser’ focus.” “I believe most creative minds are inherently chaotic – it’s a gift that drives innovation and ideas, but it also brings personal challenges. For example, don’t ask me to meditate,” she adds with a smile.

Armin Šemović

Owner of PR Agency 1026studio

Armin says he “ended up in Copenhagen by accident.” After growing weary of life in Stockholm, he was craving change and new energy—and that search eventually brought him back to the Danish capital in 2018, a city he had left a few years earlier. “In the end, I landed a job in this beautiful city, and… the rest is history,” he says. With a 15-year career in fashion, including a decade in PR, Armin has been steadily making his mark ever since. Since 2023, he has been running his own business – the multidisciplinary PR agency 1026studio. “I’ve never been happier,” he says emotionally, reminiscing about his journey so far: “In these 15 years, I’ve done everything from ironing clothes and dressing people backstage during fashion weeks to working with clients like old Céline, and 25hours Hotels. It’s been everything. But I like it. I love the fact that – even today, working with clients in production during CPHFW and working for myself – I can still be the person who helps iron clothes backstage.” “I left my last job suddenly. I felt it just wasn’t the right place for me. Sometimes you just need to dive in – and let the universe decide for you,” he concludes.

Matija Max Vidovich

Fashion Stylist

Born and raised in Mostar, Matija Max Vidovich began his fashion career in 2019 in Berlin when he started interning with various fashion and lifestyle publications. “Over the last few years, I’ve directed and produced numerous fashion editorials, with my key role being fashion stylist. I’ve had the honor of working with some incredible photographers, models, producers, hair stylists, makeup artists, and publications, with the latest being Vogue Scandinavia,” says Matija Max, who moved to Copenhagen in 2021 after completing his studies in Herning, Denmark. “I don’t think my career path differs much from the paths of others in the fashion scene – it’s been difficult and turbulent,” he honestly admits, adding, “I’ve always had a way with words, and I occasionally wrote fashion reviews for a few fashion magazines. As the years went by, I was given opportunities to style fashion editorials – and my love for fashion stories led me to production and directing editorials. Today, in addition to styling, I’m busy scouting new talents and casting, and when it comes to writing, I’m currently in the process of transitioning from ‘fashion’ writing to ‘scriptwriting.’”

Benjamin Šabanović

Boutique Manager and Head of Client Experience at Kinraden

Angela Djekic

Photographer

“My grandfather moved to Copenhagen in the ‘70s for work, and when the war started, most of my family followed him. After the war ended, some stayed, and some returned,” says Angela, who was born and raised in the Danish capital. “I first mentioned that I wanted to be a photographer when I was eight years old. I remember that my mom bought me my first camera, and my godfather took me to a Richard Avedon exhibition at the Louisiana Museum of Modern Art in Denmark. That was the moment I fell in love with photography,” she recalls. “But I didn’t immediately start pursuing photography.” Today, Angela considers her major achievement to be her Master’s degree in photography, as well as completing an internship at the renowned studio The Lab, despite being told that it was impossible – “because I’m a woman and they receive hundreds of applications.” She continues to capture everything she finds interesting, with fashion photography being her preferred medium for self-expression. “My aesthetic is playful, edgy, and very curated, even though I don’t follow traditional rules. I think some people might see my photographs as accidental, but I’m very aware of how I compose them and what the result will be,” she confidently concludes.

Photo: Angela Djekic