What’s Her Face

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Māgoa presents Sofija Urumovic, MA Fashion Design graduate from The Swedish School of Textiles and her newest collection What’s Her Face.

“The collection explores the way the motif of the face is perceived and interpreted when represented in an abstracted manner in relation to garments.

One of the main objectives of this research was not only to challenge and question the perception of the motif by using random, ordinary objects as a tool of sketching in an intentionally naïve and spontaneous manner in order to examine how the audience reads the abstracted face, but also had the purpose of exploring the potential of their use and expressiveness.”

“With the idea to reimagine everyday objects and to reconstruct and reassemble what we are used to see in everyday life, a new approach to designing garments is developed.”

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What’s Her Face Collection by Sofija Urumovic

Photography: Lucija Rosc

Model: Andreja Slavic

Mua: Nina Burazor