The founder and inventor of this extraordinary fashion label is Sinisa Dragojlovic, who already experimented with flat structures, geometries and the transformation from 2D into 3D during his studies at various fashion schools in Milan – always with regards to his passion for fashion. While working for various fashion labels, the designer developed ideas for clothes whose designs were based on geometries. In 2015, he established his own fashion label exclusively based on this conceptional approach.
Totally independent of trends, styles or other guidelines from the world of fashion, the distinctive character of these garments from 07A is determined by three vital aspects. As Dragojlovic works exclusively with the basic geometric forms, this leads to what seems to be a kind of creative limitation, which he himself, however, sees as a positive challenge and creative freedom. Moreover, the garments are perfectly flat and extremely thin when spread out – neither seams, double layer for a neckband or sleeve band, nor unevenness interrupts the perfection, which is only made possible by special high-tech processes.
Seven collections have been created since the foundation of the fashion label, which were showcased at the Paris Fashion Week. The eighth collection will appear in the autumn of this year. But not every one of these collections is always based on a new theme or a new idea – instead, it is a further development on the basis of what already exists. So the first collection was made of jersey and featured the geometric shape of the circle for the most part. The subsequent collections became more and more complex and their geometries as well. Rectangles and circles, squares and triangles merge and are sometimes found together in the same garment, circles within circles become armholes and head openings. Sinisa Dragojlovic also uses a great variety of materials, ranging from synthetic fabrics to premium-quality cashmere.
The first three collections were presented in their flat, geometric forms – far away from the traditional and from the obvious. Draped as a circle or triangle, suspended from the ceiling or spread out on the floor, the emphasis lay exclusively on the form of the garment. Its function as a piece of clothing remained hidden at first. In contrast to the current common practice of “fast fashion”, this slows down the process of fashion consumption. Customers must come close to the product, explore it and discover it, so that triangles, rectangles, squares and circles finally become what Dragojlovic has created them for – perfectly shaped fashion.
Photography: Joris Haas