Marija Ignjatovic, the visionary founder of Igmar, is revolutionizing the fashion industry with a strong commitment to sustainability, exceptional craftsmanship, and eco-conscious design. With nearly 15 years of experience across Serbia, Montenegro, and now London, Marija’s creative journey is deeply influenced by diverse cultures and traditions. Through her brand, Igmar, she’s redefining luxury fashion by creating timeless, handmade pieces that are as ethical as they are elegant. Marija’s approach combines slow fashion with innovative techniques, pushing the boundaries of design while promoting comfort, authenticity, and environmental responsibility. Join us as we explore into her inspiring journey and the future she’s building for the fashion world.
From Vision to Identity: A Designer’s True Foundation
Your career spans nearly 15 years, with experience in Serbia, Montenegro, and now London. How have these diverse environments shaped your approach to fashion design?
They have certainly influenced me in different ways. At the beginning of my career, while exploring my unique fashion signature, the experience of getting to know different cultures was incredibly valuable. It was a period of intense learning, where I familiarized myself with materials, their textures, functionality, and various crafting techniques. Different cultures and traditions significantly shape creativity, aesthetics, and the path to self-expression.
Ultimately, all of this is presented in a way that reflects how the designer perceives the atmosphere and wishes to share their vision with the world.
Your education at Italian Academy del Lusso provided a strong foundation, but your evolution as a designer came through real-world experiences. What were the defining moments that solidified your identity in fashion?
A key moment in my journey was when I consciously began approaching fashion with awareness. I discovered staggering facts about how fashion and clothing impact nature and the environment we live in. The scale of this issue today is enormous. While it is discussed, I believe it is still not addressed enough.
Sustainability in fashion is crucial, and I wanted to contribute to this conversation by promoting eco-conscious design, ethical production, and responsible consumption.
Fashion is an industry of transformation. How has your creative direction evolved over the years, and what remains the core of your design philosophy today?
The focus is on slow fashion, handcrafted designs, and recycled materials. Timeless garments and accessories are made from high-quality materials, such as wool, ensuring durability and reducing the need for frequent replacements. In addition to sustainability, special attention is given to detail, craftsmanship, and precision—highlighting the artistry behind each piece.
With multiple fashion shows, competitions, and international exposure, how do you maintain a distinct signature in an industry that constantly reinvents itself?
I believe every designer, or anyone expressing creativity, must first understand themselves. This foundation helps build a strong brand identity that stands out. It creates a clear visual language and message for the audience. Trends come and go, but staying true to your vision and aesthetic is key. Within that framework, you can explore, innovate, and refine your style—no matter how fashion evolves.
The Art of Fashion as a Lifestyle
Your work is not just about creating garments—it’s about shaping a vision. How do you integrate design, craftsmanship, and lifestyle into a seamless expression of your artistry?
I strive to live my artistic vision and share my story authentically. Communication is key—both with my audience and the people I meet daily. By listening, I gain new experiences, ideas, and constructive feedback. These exchanges spark emotions, inspire creativity, and strengthen my connection to the real world.
Running a fashion brand requires both strategic business acumen and artistic integrity. How do you navigate the balance between creative freedom and commercial success?
Beyond defining a strong brand identity, mission, and values, ongoing market research is crucial. Trends offer inspiration, but they should be reimagined through a designer’s unique vision. I view market and trend analysis as an opportunity to learn, adapt, and explore diverse perspectives—responding to the evolving world around us. By integrating these insights, designers can create authentic pieces that reflect their artistic expression while still meeting commercial demands.
The industry comes with its share of challenges. What are the most complex obstacles you’ve faced, and how have they influenced the way you approach your work today?
There have certainly been many obstacles along the way. Once I accepted them as a natural part of my development, I started seeing them differently. Given how fast we live today, one of the major challenges was technological advancement, digitalization, and adapting to new tools, platforms, and social media for promotion. Resilience and embracing change were necessary, especially as they required quick, innovative solutions. Maintaining productivity and creativity was another hurdle.
Today, my focus is on establishing a balance between creativity and eco-friendly practices, reducing waste, embracing sustainability, and prioritizing quality over quantity.
Fashion is not only about trends but also about longevity and authenticity. In a market saturated with fast fashion, what is your perspective on staying relevant while preserving artistic integrity?
Staying true to my vision. Listening to that inner voice that never sleeps.
Emphasizing sustainability.
Continuously pushing boundaries.
Developing and maintaining exceptional craftsmanship, focusing on details and high-quality finishing.
Limiting overproduction.
Igmar – Crafting the Future of Luxury Handmade Fashion
Igmar represents a new chapter in your career, focusing on handmade, customized fashion pieces. What was the driving force behind this transition, and how does it reflect your vision for the future of fashion?
The driving force behind our work is our commitment to sustainability and a deep concern for the environment, which is reflected in our brand’s vision. This is how the idea of Igmar came to life and continues to evolve. We prioritize the use of eco-friendly materials, such as sustainable yarns, to ensure a positive impact on both the fashion industry and the planet. Comfort and the well-being of our consumers are also central to our mission. We focus on providing warmth, softness, and a sense of coziness, ensuring that each product promotes relaxation and comfort. By embracing these values, we aim to contribute to creating a more sustainable, responsible, and compassionate fashion industry.
Craftsmanship is at the core of your latest designs. What makes Igmar’s handmade sweaters, scarves, and accessories stand out in today’s industry?
Now based in London, a hub for cutting-edge fashion, how has the city influenced your creative process and the way you approach design and brand positioning?
When I arrived in London, I quickly started exploring places where handmade products are sold to truly feel the atmosphere. Besides the many events, fairs, and selling points, I was thrilled by how much people here deeply appreciate handmade craftsmanship, dedication, and the emotion woven into each piece. This motivated me even more to continue creating new products and participate in the beautiful exchange of energy that this city so generously offers. I felt that Igmar was in the right place and on the right path.
Looking ahead, what are your aspirations for Igmar? Do you see collaborations, new collections, or expanding into different areas of design?
Igmar is open to new collaborations, both locally and in Serbia. Since we craft items on demand, we strive to respond promptly to new collections—sometimes in the current season’s colors, other times in the form of new designs or even completely new products.
Igmar is in the process of developing long-term ideas. As we are still in the early stages, I would love to share more once everything reaches its final phase. What I can say is that, in the future, we will create custom clothing tailored to the individual needs of our clients.
The future of fashion is evolving rapidly. With sustainability, customization, and craftsmanship taking center stage, where do you see the role of designers like yourself in shaping the next era of fashion?
I would love for us to make an impact, especially in raising awareness about sustainable fashion and its significance today. We will continue to explore new materials and production methods to push the boundaries of craftsmanship, preserving traditional techniques while innovating and revitalizing them.
