Wearable Art Fashion by Daniela Majic: Introducing JUDITA + its First Campaign 'Electric Girl'

Daniela Majic is a talented and creative soul. When she's not capturing some of the most breath-taking images you'll ever see, then she's now also working on her very new and close-to-heart fashion label, JUDITA.

Named after her mother's middle name, JUDITA is a "wearable art fashion collection" created by the photographer. She recently shot her very first campaign for the label titled 'Electric Girl' and we feel honored to be able to showcase it to you here today.

"It's been a creative dream of mine to start a wearable art fashion label that I could also lend to other creatives for shoots. The collection was inspired by childhood nostalgia, princesses and the way that when girls are young they tend to wear bright colours and mix- and-match strange clothing pieces together", Daniela explains.

We've also got an exclusive interview with the multi-talented creative which we know you're going to love, so please keep on reading!

Q: What's your background as a creative? Did you want to photograph or make clothes first?

A: I have been photographing for about 9 years now. However, photography has always been a part of my life since I was a young girl. I think my love of fashion came first. I used to watch this show called Fashion File on Sundays when I was only eight years old. I loved watching the runway shows. Afterwards I would draw out designs in my duo-tang. I also photographed my barbies with my mom's old film cameras. So I guess both fashion and photography have always been a part of my life and always just synced up together.

When I really got into taking images professionally at around 19 I wanted to create elaborate scenes so finding clothing for those shoots became a task. My mother has been sewing since the age of 12. I would designs costumes and she would sew them for my shoots. However, it came to a point where my ideas for shoots became bigger and more tedious so I decided in 2012 to learn how to sew so I could make things for my photo shoots. Everything sort of spiraled down and came together from there.

Q: Your shoot is amazing! Which artists (singers, directors, even) are you inspired by in your process?

A: Thank you!! I am inspired by so many things it's hard to keep count. My main inspirations in photography are Tim Walker and Eugenio Recuenco but I am also inspired by editorials I see in different magazines like Vogue and Lula. I love cinema as well and I think movies like Virgin Suicides, The secret Garden and Picnic at Hanging Rock have definitely crept into my shoots before. For my designs, I am really inspired by nostalgia and old memories. I also really love thinking about abandoned places when I design. I love gardens and color. For designers, I look up to Alexander McQueen and Rodarte.

Q: What are some challenges you've encountered as an up-and-coming designer?

A: I am relatively new to this whole design thing. Even though I have been sewing for my shoots since 2012 I never really opened up my designs for other photographers or stylists and I never really did an entire collection before. So this is the first time I have completed an 11-piece collection and am opening it up to other creatives to use.

It has been challenging to find the time to create. I never realized how much time and dedication goes into creating a collection. Even though my work is just wearable art and is used only for the purpose of artistic ventures, it has still been intense to finish all the details. I am lucky in the sense that because my wearable art label is more about artistic expression and not for sale; I don't have to worry about the sales aspect of it like other designers do. It's not my first job so it is extremely freeing. I am however working on my second collection at the moment and it is a lot bigger than the first one. There are many more pieces to make that are much more intricate and more gowns to work on.

I am hoping to be part of some local fashion shows next year with the second collection so I assume that there will be challenges in that.

Q: This collection looks like it's very close to your heart - was it important to shoot your first collection yourself?

A: Yes it really is. I think the collection in general is so important to me because I set out to create it 7 months ago. I didn't really believe in myself to be honest at first, but I knew I needed to finish what I set out to do. There was a lot of trial and error and so many pieces I created were just thrown out. It was a giant learning experience. The pieces aren't perfect by any means but I think that's what makes it special for me.

This collection is called 'Electric Girl' and it's inspired by the way that a child might put something together or choose to wear really girly and loud colors so having some of the pieces be a bit more "hand made" in nature I think works well with the theme of the collection. It was important for me to shoot the collection because it almost felt like a send-off and of course it felt like a big accomplishment. Knowing I put 7 months into making it and am finally able to create a story with it through imagery felt great. As I mentioned, it felt like a send-off because I am for the first time opening up the collection to other local photographers and stylists to use in their photo shoots. I know first-hand as a photographer how hard it can be to borrow clothing for shoots so this is my way of trying to help the photography community grow. I already have photographers who are interested and it will be so exciting to see how others use the pieces.

Q: With the tide slowly turning on fast fashion, do you think there's a strong future in independent labels?

A: I think for me the perspective is probably different than many other designers, because I don't do the label or the collections for monetary gain. I know with other designers their labels are their bread and butter and I can understand that fast fashion might be their enemy. I do believe more and more people are being educated and open to buying for independent labels. People want to be unique these days too so there are always those who look for clothing pieces that other people might not have.

I know from a photography perspective photographing independent designers labels really brings something special to the shoot. It's hard to say though because not everyone can afford to buy from independent labels but at the same time the way a lot of fast fashion is produced can be pretty sad for the people making that clothing and for the environment. I think the good thing is that there is so much information out there in the world today that people can access that it might open up people's minds to how our clothing is actually being made. I think there could be room for both.

[line]

.

We want to thank Daniela so much for taking the time to answer our interview questions and for sharing her wonderful new collection with us. We encourage you to check out her website for more information about her work, plus you can follow on Facebook and Instagram (@danielamajicphotos). Enjoy!

.

Full credits: All clothing by JUDITA | Shoes from Top Shop & Valentino | Photography by Daniela Majic | Model: Jenna @ Gemini | Make-up and hair by Jilly Ijoe.

Interview by Cecile – Cecile Blackmore is a writer from Brisbane, Australia. She writes and edits at The Creative Issue and hoards vintage clothing – follow her adventures on Instagram at @saintcecile.