Dare to be wild with Lolam?
Lolam is a fashion brand based in Belgrade, Serbia. Its founder and creative director Milica Garzičić helps women find their inner passion through clothes that bring out confidence and sex appeal. The brand is only a few years old but has already made an international impact on the fashion industry.
How did you come up with the name Lolam?
It came to me completely at random while I was wandering around and exploring an exhibition of one of my favorite artists, Salvador Dali in Paris at 2am (the museum was open the entire night).
What is a typical Lolam customer?
She's endlessly bold, fierce and classy. She's professional business-wise and sex appeal-wise. Compassionate and a risk taker.
What is your favorite piece of your collection?
Everything that is animal print!
What is your inspiration when making a new collection?
I have flashes in my mind imagining myself or a specific woman in different life situations and based on that I get inspiration about how that woman should behave and look (behavior has everything to do with the clothes you wear).
Did you study fashion design?
No, I studied Fashion Business. My sketches are actually horrible.
If you could have any celebrity wear your pieces, who would you want it to be?
Queen B, of course!
We saw you were published in Vogue and Elle UK, what’s your take on that?
That was primarily our declaration as a legitimate fashion brand which gave us competence and confidence, especially to foreign customers to buy into the brand.
What are the next steps for Lolam?
Implementing prepared wholesale strategies to expand more into foreign markets.
What has been one of the proudest moments of your fashion career?
Seeing my employees laugh and brag about our team work and achievements.
How do you think social media has impacted the fashion industry?
It didn't impact, it became the fashion industry! There's no movement in trends, inspiration and observations without social network researches. It's everything.
Where do you think the fashion industry will go in five years?
My saying is: "Go digital or go home."