Bojana Čelebić, fashion designer
French fashion designer Gabrielle Bonheur “Coco” Chanel used to say: “Fashion is fleeting, style is eternal”. In the world of fashion, where creativity meets the challenges of the modern market, Bojana Čelebić, a young fashion designer from Podgorica, is successfully building her career. After graduating from the Faculty of Multimedia and Design in Podgorica, Bojana founded her fashion atelier – “B Design”. Further studies in Milan connected her to the global fashion scene, helping her develop her creative expression and acquire key skills for success in the fashion industry. In this interview for “Diplomacy & Commerce Montenegro” magazine, the ambitious Bojana discusses the importance of formal education, the creative challenges she faces in Montenegro, as well as the projects and plans shaping her work and contributions to the fashion scene.
Bojana, you graduated from the Faculty of Multimedia and Design at the University of Donja Gorica in Podgorica and completed your master’s studies at the prestigious “Istituto Marangoni” in Milan. How have the knowledge and skills you gained during your education helped you develop your creative expression and recognize the specific needs of the market? Do you think formal education is essential for success in the fashion industry, or are there other important factors?
I am always happy to emphasize that the knowledge I gained during my education is truly invaluable! During my studies, I had the opportunity to face numerous challenges. Even as a student, I had to respond to various themes and collections, some of which weren’t always aligned with my fashion sensibility. Of course, all those challenges are given to prepare you for what follows after graduation. Studying in Milan, fashion capital of the world, I had the opportunity to work on different projects and attend lectures by renowned professors and world-famous fashion designers. I particularly remember the lecture given by a famous designer who, along with another young designer from Italy, founded one of my favorite fashion brands – “The Attico”. I enjoyed hearing their stories about their beginnings, their biggest successes, and creating outfits for some of the world’s most famous stars! This undoubtedly contributed to the further development of my creative expression. As I said, I believe that theoretical knowledge and formal education are very important—they are the foundation of everything. However, in practice, you must constantly improve, work on yourself, and follow market needs, just like in any profession, if you want to fully dedicate yourself to it. Finally, it’s important to know yourself and stay focused on the ultimate goal you want to achieve!
You currently live and work in Podgorica but often visit Milan. You own a small atelier – “B Design.” How do you balance creativity and commercial success in the fashion industry, given that trends change so quickly?
Personally, I’m not someone who blindly follows trends. However, given the nature of my work, it goes without saying that I must stay up to date with the times and trends that appear and change very quickly. I always repeat that people should wear clothes in which they feel their best, not just what the current fashion scene dictates. When it comes to balancing creativity and commercial success in the fashion industry, I have to point out that I like to add a small dose of “extravagance” to my work. I like to offer my opinion but never impose it on my atelier’s clients. I always provide my suggestions but strive for mutual compromise. When clients come to my atelier for services, especially for a special occasion, building a trusting relationship is very important to me. There are also times when a client doesn’t know exactly what he wants or when a request is technically unfeasible. However, I try to overcome every challenge and find the best possible solution. In such situations, I remember my professor’s words: “Just draw and don’t worry about the execution! We’ll think about that when the time comes!” In the end, when there is healthy communication between me as a designer on one side and the client on the other, the final result is mutually satisfying.
Regarding Montenegro, it’s clear that we have a small market dominated by foreign fashion brands. How do you see the role of local designers in such an environment? In your opinion, how can local fashion brands achieve greater recognition and competitiveness in the domestic market?
I strive to show that fashion is not just about dressing up. It’s much more – it reflects your approach to life and the world around you. According to the rules of nonverbal communication, we form our first impression of someone by observing their dress style. Although the saying goes, “Clothes don’t make the man”, I believe that your personal style says a lot about your personality. On the one hand, I understand the domestic population’s need to primarily enjoy products from foreign fashion brands. On the other hand, I think Montenegro has many creative and talented fashion designers who deserve a chance and trust in their work. However, what primarily drives the average Montenegrin consumer to choose a foreign brand over a local one is the price of the product. Thanks to mass production, the prices of these foreign products are often lower compared to those from local designers, who produce in smaller quantities. Mass production has contributed to a certain uniformity in fashion, not just in Montenegro, but globally. Of course, I don’t judge this since I wear these brands too, and as a young woman, I understand that especially women want to have as many clothing pieces as possible in their wardrobe. In most cases, the goal is quantity over quality. In my opinion, quality will find its place and be recognized sooner or later!
What are your plans for the future? Are you currently working on new collections or projects that you plan to present?
I do have many plans! Currently, I’m working on a project with young director Dušanka Belada. It’s a film production by Radio Television of Montenegro. I’m adapting well to this new experience, where I’m responsible for the costumes and styling of the cast. Besides that, the winter season is approaching, and I will be launching a new collection of women’s coats. During this period, there’s also a demand for evening gowns for the upcoming holidays. For this year’s International Women’s Day (March 8), I successfully ran the “BYourself” campaign, where my atelier released a collection of T-shirts with symbolic messages, aimed at helping women express their style and identity authentically every day. I think this campaign definitely marked this year in terms of my work, and people often ask if I plan to continue it. It’s very possible! Simply put, I enjoy my job, and I look forward to all the challenges ahead!