Jivomir is a fashion designer based in London. He started his fashion journey at London College of Fashion, majoring in menswear. After graduating, he continued his career in fashion media as a stylist and creative director. Through these creative experiences, Jivomir also developed his own unique aesthetic, and started his fashion label “Jivomir Domoustchiev” to fulfill his creative vision. Jivomir Domoustchiev is successful in balancing art and fashion, such as by using PVC to create sculptural silhouettes and works with many artists including Lady Gaga, Jennifer Lopez, and Nicki Minaj. Recently, he released his collaboration with Coldplay.
Tell me about your recent collection.
It’s about ‘Onna-bugeisha’, a historical concept which I came across randomly. Onna-bugeisha refers to Japan’s female samurai warriors. In the history of Japan, these women were trained in martial arts, the use of weapons and fought alongside the samurai.
In my work, I’m always obsessed with strong, powerful and fearless women with pure confidence. The concept of female samurai is exactly the type of person in modern day society that I’m trying to appeal to. Additionally, I love sculptural design and Onna-bugeisha is usually associated with armor. It also allows me to create over-the-top, full body armor robot-type silhouettes.
What inspired you to use PVC in the beginning?
I started using PVC a few years ago for a styling case. The client at that time asked me to create 21 dresses with a limited budget but without restrictions on design. I asked myself, “How can I express my ideas and create something new that stands out?”
I stumbled upon PVC during my research. As PVC is relatively inexpensive compared to other textiles such as leather and still allows me to create sculptural silhouettes that I’m passionate about. The dresses I created for my client turned out to be incredible on the catwalk, and inspired me even more. I knew it was time to be a designer again. A week after I put my work with the PR, Patti Wilson contacted me. That’s how I started.
You started your career as a stylist. How do you think styling influences design?
I am happy that I started my career as a stylist. To me, styling is like design with a quick turnaround; it allows me to explore new ideas constantly. Great stylists can influence designers so much. For example, when the stylist gives some design ideas to the designer during fittings, the designer absorbs and turns it into “fashion”. On the other hand, stylists may pick or request some customized pieces from designers and publicize them. Because they were selected by the right people, the design became a fashion trend.
Tell me about your NFT (Non-fungible token) work.
Funnily enough, I came across NFT a little bit late. When I realized what NFT was, I realized I was already doing it. It’s my passion: I like creating images, manipulating them, making them look different and letting them embrace a bit of excitement in a digital world. I sold my first NFT the other night; albeit not for much, otherwise I’d be doing this interview on a boat in the Bahamas [laughs]. It’s a crazy new market. I saw someone spent a million dollars last week on a little GIF.
One of my NFT works is a video of my favorite new dresses. I showcased it in New York on one of my favorite models. It was heavily edited and became a work of art. If you buy that NFT, you can also get a [physical] version of that dress.
Do you think social media makes art more accessible to everyone?
Yes, people are exploring more because of social media. I’m glad people are doing it, though I haven’t seen it being pushed further to an extent yet.
You worked with many A-list artists such as Lady Gaga and Jennifer Lopez. How do you see the relationship between fashion and pop culture?
They are completely intertwined, from when designers look at pop culture for inspiration to when they [designers] create customized pieces for stylists. They are constantly simultaneously “absorbing” and “creating” pop culture. Once the design is done, stylists, photographers, hair and makeup artists, creative directors, and even artists themselves will contribute to the “product” and make it “fashion”.
After releasing the look, pop stars’ fans then embrace the look, obsess over it, experiment with the style on themselves and try to reinterpret their idols. That’s how fashion is influencing pop culture.
What’s more, pop culture will then subconsciously influence the fashion industry and inspire designers and stylists. Pop culture has become really visible especially with the help of social media. Like it or not, pop culture is everywhere. So how people wear clothes is continuously
transformed by many different influences which then become trends that reinspire designers and stylists. Again, all intertwined.
Tell me about sustainability in your work.
I’m obsessed with nature. It hurts me when I see suffering in the world. When I create, I constantly worry about how much damage I would do to the environment. As a result, I create things that are durable and try to integrate longevity and sustainability concepts into my design with the aim of not overproducing (through a made-to-order structure).
I also collect off-cuts and try to use all of them to make new pieces to minimize waste. I haven’t thrown away any off-cuts since I started this. I worked with a specific manufacturer to recycle off-cuts and make them into new materials as well.
One of my collections, Reimagine Our Future, was produced with overstocked puffer jackets, trench coats, and suit jackets. This is a good way to recycle the excess created by others into pieces with longevity.
Tell me “Something New”.
There’s a new collaboration releasing tomorrow and I’m really excited about it. Check out the Coldplay - Higher Power music video with outfits created by Jivomir Domoustchiev.