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Talks on Fashion, Part Four

Mgr.art. Michaela Bednárová
Puojd s.r.o, April 26, 2017

Juliana Summerling has made a breakthrough in the fashion world mostly with her fascination in a deeper communication of topics that regard her personally. She’s a Production graduate, and fashion issues interest her in her free time. She contributes to the Slovak fraction of the Fashion-map portal that as one of the few serves as a relevant medium on our fashion scene.
At the moment, she’s about to start her internship in the Swedish brand BACK where she’ll get a great opportunity to see how the fashion business works in established dimensions other than our local produce.

Juliana Summerling, Photo: Marika Beňadik Majorová
https://www.puojd.sk/
Juliana Summerling, Photo: Marika Beňadik Majorová

During consultations to our new collection, Juliana came up with one of the ways to wearing the Versatil Dress, and this is how she wears them in beautiful photographs by Marika Beňadik Majorová. Zorka Husarčíková, the Fashion LIVE! organiser has interviewed and photographed Juliana in Fach.

What’s the main topic of fashion for you now?

The aesthetics of ugly. After several years of clean lines and muted colours, the exact opposite is getting into the eye. Disharmony, trash, and fetishisation of the Eastern Block countries of Eastern Europe are under the spotlight in world capitals. Photo report from illegal rave is becoming more attractive than fashion week street style. It fascinates me how fashion business quickly responds to freeing from some subculture and its existing rules and immediately transforms to a trend that actively forms the visual identity of this era. This cyclical fashion cycle, its cultures, and subcultures is an inexhaustible theme for me.

I myself have trouble with words, their abundance, and subsequently, their emptiness. How to talk or write about fashion in a way that doesn’t just cover it on the surface?

It’s a huge pity that fashion rating has the tendency to slip into stating whether it’s a nice or ugly thing. It’s necessary to always consider in context and also in such that doesn’t have anything to do with fashion. Don’t be afraid to think critically and defend your opinion that you believe in, even when it doesn’t please everybody. And in case I’m wrong, to have the ability to admit the mistake. I’m still wondering how to grasp this topic in the way that makes the most sense.

Immediately after our common shooting, you left for an internship to BACK in Sweden. What can you offer them and what they can offer you?

Considering how popular is the BACK brand, its team isn’t made of such a large amount of people. That’s why it’s crucial to have an outside view of someone who is free of previous collections traces, set up workflow, or regular paperwork. A big advantage is having an overview of our modest market, or experiences in how to operate on a low / no budget. I strongly believe that BACK will stick with me with Swedish know-how that stands behind an array of beautiful brands.

Regarding fashion, to what extent can we stand behind ourselves and to what degree we’re a part of something bigger than us?

In my opinion, we’re a part of something greater then we ourselves absolutely and we don’t necessarily need to talk about fashion just as a garment. It’s a chain of endless choices. Picking an everyday tee depends on how much money I have. What shops or designers are available. What models a buyer decided to choose for a store. What tees a brand picked for production. What hem a designer decided to use in a collection. What kinds of cotton fabric were made, and from which quality of cotton fibres, what was the weather like in the cotton fields … I’d rather call our own emotional choices a style … however, we could argue to what extent these choices are really ours.



What guides you in choosing pieces for your own wardrobe? Do aesthetics, practicality, convenience, or ecologic background of how the garment was made matter more?

I’d say it’s a mixture of all you’ve mentioned. The thing must attract me visually, create an emotion, or association and fit in the picture as I see it. Then, it must be pleasant to the touch, and comfy in motion. The fact that usually makes my final decision is its composition. You actually can’t recycle mixed fibres. So then comes the question: How intensively will I use the thing? I belong to the people who constantly sort through their wardrobe, and over the years, I can see the second-hand and designer stuff remaining there.