Interview with Ana Golubic Brozovic

Since I was a child I could draw and paint or make clothes for my dolls for hours, that was my favourite entertainment. I was lucky to have parents that recognised my art and design passion and encouraged me to follow my dreams. Although design was always in my life, I started thinking about it professionally when I enrolled the Faculty For Textile Technology in Zagreb. That is where I got my formal education and MA degree in fashion design. The faculty opened my mind and was a good basis for my further growth as a designer. After my graduation and a year of freelancing, I decided to start my own business, my own label Baggiz, which was a kind of very brave idea, but I was very enthusiastic and determined to go thru with it. I started from a scratch, and learned by experience. Since I adore bags, my fist designs were bag designs, and I was simply trying to design a perfect bag for myself. Luckily, everybody loved it, and that made me confident and sure I'm on the right path. I've learned a lot since then, and I love to think I have grown as a designer. Today Baggiz is serious company, run by my partner Tommy and me, and we design bags under label Baggiz and clothes under label KOMAD.

With everything I do, I always start from myself. I can feel if I am true to myself and then everything is fine and I'm happy. But if I feel like I'm designing something I wouldn't wear myself, then I won't go thru with it. That is a keystone I integrate in all my projects. I usually start with a material. I love to touch it and feel it. Then I make a sketch and after that I make my way up to a prototype which I personally test and wear for some time. If it fits me, then it will go into the further production.

I am very impatient person and with every single product I design, I can hardly wait to come to the faze of finished product. That is why I sometimes skip the sketching process and go directly to the prototype making, so I can directly feel it and wear it. But I think the most exciting moment is when the product hits the stores and I can get a feedback from our customers. I love when someone decides to send me an email because he/she is thrilled with my designs! That is what makes the whole thing worth it!

I am very organised and extremely stubborn person. I don't like mess - my studio has to be always clean and in order. Creative mess is not an option for me. My designs are also very clean and minimalistic. It wasn't like that from the start, but the older I get, order is more important to me. Not only in design but also in running my own design studio, because today a good designer has to also be a good director, producer and seller.

I started my design business as an handbag designer, and ever since have been dreaming of designing clothes. I fulfilled that dream 2017. when I started with clothes design, and in this area I consider myself as a beginner. So my future plan is to grow further as an fashion (clothing) designer. I would also like my company to grow internationally , which I am also currently working on, by exhibiting on international fairs.

Be true to yourself. Good design comes from the heart and you will feel it when you are on the right way. That is where everything starts for me. Second important - be stubborn and don't give up. There will be many hard days, but you can survive it! That is what I still say to myself again and again..... :)

Don't give promises you can't keep: always stick to promised deadlines and deliver the best you can! There are also no shortcuts regarding a quality, don't try to save money on high quality materials because it will only backfire into your face!

I usually start my working day about 9am, when I come to my studio. First I check my emails and my to-do list for the day, and then I start with designing, cutting, sewing, production organisation or what ever is on schedule that day. I also communicate with stores we work with and take care of orders and products in stock. Big part of my job is also researching the new fashion fairs and finding new material suppliers. Most of news and information I get from social networks and internet research.

I'm always trying to stick with my own personal design style, although I think that is very hard now days. As most of the people, I also go thru social networks every day (my personal favourite is Pinterest) and there are so many amazing ideas and designs. It is very hard to invent something that doesn't exist yet, or not to get influenced directly or indirectly. I don't live in isolation. But I still try to have my own style no matter what is or isn't in trend. I think good, thought-thru design will always be in trend and find it's consumers.

For me good design is something that attracts your attention, something you fall in love with at first sight, and adore later when you use it and wear it. Good design looks nice but is also very functional. And that is why it is extremely hard to be a good designer, you have to unite good looks and good function in one product. Function is usually clear thing, but this outside look is tricky, because there are fast changing trends, often you have to scale between commercial mainstream and artistic design.

Sometimes it is easy, and I feel it right from the start, sometimes it's very hard and it takes me very long to get to finished product, I really have to struggle with it. Many times I don't have the luxury of improving it for ages, because I have to keep to dates. If it takes me too much time, I leave it a little, go do something else or have a rest and then continue, that usually helps me to get a new perspective and finish it. It is normal to grow with time, so there are designs I did in past and think I could have done that much better, and there are others I loved then and still think they are great today. I'm sure it has become a success when people keep on asking for it for years!

I consider my clothes and bags labels for my biggest design works. That is never ending project, still in progress, and I expect it to grow bigger and stronger with years to come! Since I am my own boss I have the privilege of choosing my own projects and professional paths I wanna take, so I have a whole lot ahead of me, the best is yet to come!

My all time favourite are Japanese designers Yohji Yamamoto and Issey Miyake, I love their unique, experimental but minimal fashion. I also adore Rick Owens, he's all into black designs, and black is also my favourite (non)colour! All designers I mentioned have artistic and well thought-thru aesthetic, I'm sure it would be inspirational to meet them and have a little chat with them.

What inspires me the most is travelling, I love to visit new cities and meeting new people. Since I grew up in a small city, urban energy of big cities fascinates me the most. So far London and Berlin are my favourite. Most of my travelling is connected to work, so thank to design I've seen many interesting places and met many creative designers with whom I had a chance to exchange ideas.That opens my mind and helps me to stay creative.

My working partner is also my life partner - Tomi. I can't imagine doing all I do without his support. Our work and our life are two inseparable areas, we talk about our work all the time and we love it! :) If hiring someone, I would expect her/him to be as enthusiastic and passionate for design as we are.

In my spare time I volunteer as an art teacher, I work with kids. That is something that keeps me grounded and real, and also opens my horizons. Kids are always fun to work with, their imagination is amazing! Art and design is something that will outlive us, so I love to think that I've left some trace for generations that will come after me.

It is always great to get a positive feedback from your colleague designers and that is what A'design Award is all about. It makes me proud that my work is recognized by professionals, and also it inspires me to get better and continue with what I'm doing!

After my graduation and a year of freelancing, I decided to start my own business, my own label Baggiz, which was a kind of very brave idea, but I was very enthusiastic and determined to go thru with it. I started from a scratch, and learned by experience. Since I adore bags, my first designs were bag designs, and I was simply trying to design a perfect bag for myself. Luckily, everybody loved it, and that made me confident and sure I'm on the right path. I've learned a lot since then, and I love to think I have grown as a designer. Today Baggiz is serious company, run by my partner Tommy and me, and we design bags under label Baggiz and clothes under label KOMAD.

For me, design is a place where art meets function. I think good design is something that attracts your attention, something you fall in love with at first sight, and adore later when you use it and wear it.

Off course I love to design works where I have a total creative freedom, without boundaries.
And since I design for my own company, I usually have the privilege of this kind of freedom.

VRECHA bag (which is also A'design winner of 2016) is one of my most favourite designs. It is simple design with a great story. It makes me happy whenever I think about it, even today after so many years.

It was a bag, woman handbag in hobo style.

Since I'm mostly oriented on clothes design I love natural, high quality materials with soft touch.

When I work a lot I get more and more creative, so I would say the more I have to do the more creative I get.

Connecting visual aspect with function.

When I design I dive into the space like isolation - I hear nothing and see nothing happening around me.
It's my way to relax and have fun.

Sometimes I feel happy and 100% sure this is it.
Other times I feel I want to do it again and change everything.
It's hard to be designer. :)

When people (customers, buyers) recognise it and want more of it!

First comes the visual part - you have to notice it, that is the factor of attraction.
Then you use it, so it has to be functional.
And the third is durability - it has to last for long time, it has to be made of good quality material.
If the design has all three of the named parts, it is perfect.

We always have to think about environment and society. All responsible people, not only designers, should do so. Sustainable materials, fair trade production, choosing local before global, small production and minimum material waste is what I always chose and what my company chooses.

We can see that design is getting more connected to AI, so I suppose it will continue going this direction in future.

I consider a fashion fairs as a kind of exhibition area for my work. Vienna is my all time favourite city for exhibition.

What inspires me the most is travelling, I love to visit new cities and meeting new people.
Since I grew up in a small city, urban energy of big cities fascinates me the most. Most of my travelling is connected to work, so thank to design I've seen many interesting places and met many creative designers with whom I had a chance to exchange ideas.That opens my mind and helps me to stay creative.

I would say it is a minimal style with a twist. I prefer fashion that is transformable, wearable in casual but also elegant occasions - simple, yet interesting. I think a lot about cuts and transfering something plane into extraordinary.

I live in Croatia, in a small city called Čakovec. Since I grew up in a small city, urban energy of big cities fascinates me the most, so I would say I'm more affected by what I don't see every day than things I see around me daily.

I rarely work with companies, because I have my own company.

With everything I do, I always start from myself. I can feel if I am true to myself and then everything is fine and I'm happy. But if I feel like I'm designing something I wouldn't wear myself, then I won't go thru with it. That is a keystone I integrate in all my projects. I usually start with a material. I love to touch it and feel it. Then I make a sketch and after that I make my way up to a prototype which I personally test and wear. If it fits me, then it will go into the further production.

I usually start my working day about 9am, when I come to my studio, and ent it at about 17h. First I check my to-do list for the day, and then I start with designing, cutting, sewing, production organisation or what ever is on schedule that day. In the afternoon I spend time with my dog, family and friends.

Don't give promises you can't keep: always stick to promised deadlines and deliver the best you can! There are also no shortcuts regarding a quality, don't try to save money on high quality materials because it will only backfire into your face!

It's fun to be creative, doing a creative job feels like endless game. You have fun and get payed for it.
But also, creativity is not something you can just open by switch, sometimes you don't feel creative but you have to be, because there are deadlines to be kept.

Be true to yourself. Good design comes from the heart and you will feel it if you are on the right way. That is where everything starts for me. Second important - be stubborn and don't give up. There will be many hard days, but you can survive it! That is what I still say to myself again and again.

I think resourcefulness is one of the most important skill for an designer - always search the new ways if old ones don't work. Also flexibility, because to connect design and function requiers to be flexible.

I love Pinterest, love to make my mood boards there.

For me the hardest thing is to separate work time and private time, because it's all connected, all the time. I don't mind it actually because I love my job, but I know it's important to set boundaries, so I'm working on it. I'm still figuring out this time management issue.

It can be super fast - like in one day (because I have my own studio and production all in one place), but sometimes it takes months. Fashion is very specific, I have to be fast because I have seasons I can't miss.

Where do you get your inspiration from?
It's such a boring question....

I had a job that was not directly connected to design when I worked at a school as a teacher (art teacher).
It taught me a lot about patience and stress management. :)

Women, 40+ years old.

I love designing fashion, because I love how it changes with season - from garments to materials.

I plan to proceed designing fashion and bags. That is never ending project, still in progress, and I expect it to grow bigger and stronger with years to come! Since I am my own boss I have the privilege of choosing my own projects and professional paths I wanna take, so I have a whole lot ahead of me, the best is yet to come!

I do design development myself.

My fashion and bag labels KOMAD & BAGGIZ are my never ending works-in-progress.

By visiting our web site www.komad.com everybody can find out more about me and my designs and also my contacts.