New kids on the block: London

London, more than a thousand kilometers away from our part of the world, is a place where cultures mix, diversity flourishes, and influences intertwine, fueling creativity born from freedom, individuality, and encounters with the unfamiliar. In this sprawling city along the Thames, numerous young talents from the region have found their place under the sun—or rather, the rain clouds. United by the experience of new beginnings, a home away from home, and fashion as the core of their shared interests, they have formed a clique that grows, explores, and creates together, building a scene on the other side of the continent, far from the one they left behind.  

PETRA MINJEVIĆ  

Petra Minjević took her first steps into adulthood on the streets of London. Moving to the British capital at the age of 18, she began her fashion journey studying design at Central Saint Martins and the University of Westminster, where she eventually graduated. She has since gained experience with renowned British brands like Burberry and JW Anderson, and in 2021, under the selection of Nick Knight, she presented her first collection at London Fashion Week with SHOWstudio. This marked the beginning of her solo career as a designer. Petra grew up between her family’s home in Rovinj and Belgrade, with which she connected through her father’s work. “My aesthetic is based on concepts related to asymmetry, lightness, and the play of shadow and light. I draw inspiration from sculpture, kinetic art, surrealist photography, and the works of artists like Brâncuşi and Man Ray, focusing on creative tailoring that I have refined over the years and often employing zero-waste techniques,” explains Petra, who is currently working on a major exhibition in London’s Soho.  

VASSO VU  

Describing London as “the best and worst thing that ever happened to him,” young multidisciplinary artist Vasso Vu moved there from Subotica in 2017. His days are now filled with photography, directing, digital art, installations, and creative direction for pop musicians. Having started taking photos as a teenager, his portfolio now includes collaborations with renowned magazines and many well-known figures, from Marina Abramović to Munroe Bergdorf. When asked about his biggest inspirations, he simply answers, “God and robots.” Exploring and reshaping the human body, pushing its boundaries to create supernatural, extraterrestrial beings that live solely in his imagination, serves as an endless source of inspiration for Vasso. “Whatever I do, I start with the intention of creating something bigger and more interesting than myself,” he explains.  

PAULA MIHOVILOVIĆ  

Historical references, superstitions, Slavic mythology, and older Croatian films are just some of the threads woven into the work of young fashion designer Paula Mihovilović. Originally from Split, she moved to London, drawn to the city’s fashion scene and its freedom and diversity. After graduating from Central Saint Martins, she found her place as a designer at Alexander McQueen. “My design is inspired by my personal style and experimenting with personalized styling,” she says, describing her aesthetic. “I aim to reinterpret beautiful 1950s dresses into a streetwear style, so they end up looking more like very relaxed, wide pants than dresses. I love unusual color combinations, partly inspired by Monster High dolls that were part of my childhood and still inspire me today.”  

MARKO VRBOS  

Originally from a small town near Karlovac, Marko began his journey in the fashion world when he moved to London in 2018. Starting as a model, he soon branched out into photography, styling, and creative direction. “The different art forms I engage in are naturally connected, so it’s easy to transition from one to another. Currently, I’m most passionate about photography and directing, but at the end of the day, I’m just an artist using different media to tell stories that feel authentic and reflect the world we live in,” Marko explains, adding that he’s waiting for the right moment to express his creativity through music as well. “London is unique because emerging talents illuminate its fashion scene. More than any other major city, London encourages the freedom of new ideas and celebrates them.”  

LOVRO LUKIĆ  

Although he never lived in Yugoslavia, which ceased to exist before he was born, Slovenian designer Lovro Lukić found inspiration for his graduate collection at Central Saint Martins in nostalgia, exploring its “darker side.” Old blankets he saw in his grandmother’s living room in Bjelovar and vintage upholstery fabrics from his parents’ home in Rogaška Slatina were repurposed into completely new creations. Familiar found objects, with entirely different purposes, are given new life and meaning through transformation. Lovro says his inspiration often comes from the worlds of art and haute couture. “The goal of the concept ‘AWE Concept by LL’ is to reinvent something recognizable and turn it into something magical, making people wonder, ‘Wait, is that really a blanket?’” Lovro’s talent, creativity, and skill earned him the prestigious LVMH Prize for young fashion designers and an opportunity to join LOEWE, prompting a move from London to Paris.  

DINO BONAČIĆ  

A decade ago, Dino left the streets of Zagreb, where he was born and raised, for the streets of London. He moved to the British capital to study at the London College of Fashion, launching his colorful journalism career by writing and editing fashion columns for independent magazines, and later working for publications like The Guardian, Financial Times, Dazed, and many others. “The most exciting part of my job is that I don’t know what the next month, week, or sometimes even day will look like,” says Dino, who has since expanded his freelance journalism career to include creative consulting, lecturing, and content creation. Besides his witty takes on fashion and culture, he’s also gained an audience with his energetic and relaxed on-camera interviews with famous figures from the fashion world, a playful approach to personal style, and his project “Handbags at Dawn.” In addition to bags, his personal projects focus on queer culture, vintage fashion, and inclusivity, while his free time, he says, is filled with obsessive TV-watching. “London is not a city that never sleeps, like New York or Tokyo. It’s a city with many different personalities. It’s important to know which direction to take. The same approach applies to the fashion scene. London leaves room for everyone with the desire and strength to survive here. As long as you keep pushing, London lets you move forward.”