Fashioning Surrealism
After graduating from the internationally renowned Milanese fine arts institution Accademia di Brera, Kristina Ivkovic founded her fashion label "Foam of The Days" in 2019. Named after Boris Vian's 1947 novel, its Kafkaesque surrealism has been transferred to the screen on multiple occasions. It was this cinematic iteration which resonated with Kristina inspiring her to name the brand after a seminal work whose modern fairy tale narrative so chimed with her own vision and brand aesthetic.
That aesthetic reveals itself in pieces designed to trigger our endorphins. Pieces created with the sole purpose of gifting us the escapism and fantasy that only truly beautiful garments can bring to our lives. Kristina's is a design philosophy underpinned by a staunchly sustainable ethos, one which is evinced through her dedication to using recycled and upcycled materials to construct her creations. Hand-made unique creations which are meticulously made by craftspeople whose artisanal excellence Kristina is committed to preserve and promote.
I sat down with Kristina to ask her about the experiences which have shaped her and her brand identity, the environmental empathy which underpins all that she does and her future aspirations.
What was your motivation for starting the brand, and what was it about Boris Vian's book "Foam of The Days" that made you name the label after this cult novel?
Foam of the days was started after I graduated. By that time, I have explored a lot of different things in fashion, from experimental fashion to serial production of sportswear. What was resonating with me the most, after all, was actually my everyday style. I never before expected to translate it into a brand because it was just me playing with vintage garments, mending and upcycling them. I was seeing it as a fun game; I loved living every day a different story in different clothes. At some moment, I realized that my brand should be just like me! I wanted people to feel special every day in ordinary but unique outfits. A denim jacket is an evergreen garment which is comfortable, and it's easy to make an outfit with it. Why not take a vintage denim jacket and give it a new life with crystals? Why not go through life blinging whilst doing something good for our planet? It's a win-win! Denim jackets were garments with which I started, and they are still very dear to me. Foam of The Days got its name spontaneously after I saw a movie made upon Boris Vian's book "Foam of The Days". I fell in love instantly and acted on instinct. The logo was created in the shape of a crossed heart like it's hugged, and of course, it's pink - that is the colour of my soul.
Are any of the book's themes or philosophies ones that you feel are aligned with the brand identity and the message that you want to share with your public?
"Foam of The Days" book and my brand share some similar points. The book is a modern fairy tale, a criticism of society and a love story which, along the way, is decorated with plenty of fun kitsch. I loved that ordinary but surrealistic story and the bittersweetness of it. I believe my brand reflects the book both in its identity and aesthetics.
“It’s important that each garment is made with love and dedication. ”
You attended the renowned Accademia di Brera before starting Foam of The Days. How did that educational experience prepare you for starting a fashion label, and how does it inform the culture and ethos of the brand now?
Accademia di Brera was a wonderful experience for me. I had great colleagues, professors and mentors, as well as a magical experience of the fashion and design world in Milan. And as much as it helped me explore my creativity it helped me also establish ethical values for my brand.
That ethos is one which places sustainability at its core. What sustainable practices do you follow, and how do you ensure the integrity of your supply chains?
Foam of The Days garments are made with a lot of love and care. A lot of attention is paid to all the phases, from sourcing to mending and into actually redesigning. Most of the items are sourced in a spontaneous way because I am a fashion hoarder. It's my way of living. I have always been collecting vintage garments, textiles, accessories, jewellery and many more. When I find something, I don't have to know immediately when and how I'm going to use it. For me instinct is enough, it's like a spark of excitement, I right away know that I was meant to find that piece. Collections could be created from items which I have had for years or that I just found yesterday. I don't always find vintage garments in perfect condition; some are mended if possible or if not, parts of them are used as a textile for new garments. I use as textiles also, towels and scarves or anything that evokes in me that magical spark. And in production, most of the work is done by hand.
That ethical intentionality extends to the artisans who hand-make the clothes. How important is it to support those communities and preserve these artisanal skills?
There are artisans who are not only very skilled but who truly enjoy doing hand stitching and other meticulous work, and there is not a lot of work for them. I am very happy to work with them because, for me, it's important that each garment is made with love and dedication.
For those new to the brand, how would you describe the Foam of The Days aesthetic and what are the signature elements that make a Foam of the Days piece?
All could be explained simply by "more is more!". I love mixing different colours, patterns, textures and many more. And, of course, there are usually some crystals, too, as a cherry on the top of the cake.
Part of that aesthetic has seen you recycle your mother and grandmother's garments to create new pieces. How important is that familial connection of giving new life to family heirlooms and reimagining them for the next generation?
That collection was made two years ago when I lost both my mom and my grandma within a week. I started working on it immediately after it happened. I was feeling a need to preserve a memory of them in a unique shiny, Foam of The Days way. I also wanted the world to get to know them through my brand because they are a part of me as a designer and as a person. Most of the pieces from that collection were my mom's, which were made by my grandma, who was a seamstress. My favourite pieces from the collection are my mom's pink engagement dress and my grandmother's velvet coat which actually previously belonged to my great-grandma and it's around 100 years old. In my family clothes were always very important and a lot of care was taken about them. Clothes were made to last and were kept even when they went out of fashion and weren't worn anymore.
As my grandma was a seamstress, she has been with me since the beginning of my fashion journey and all the way through it. When I was young, she helped me make clothes for my Barbie dolls; when I grew up, she taught me sewing, and when I was studying, she even helped me sew when I had some deadline. In recent years, I enjoyed showing her my collections and asking for her opinion. My mom and grandma have always been there for me. I remember my mom was helping me write my name on my first sketchbook because I was drawing clothes before I knew how to write. Making this collection gave me the feeling that they are both with me now and forever.
How do you want the person who wears Foam of The Days to feel about themselves and the world around them when they wear one of your designs?
I want them to feel special and unique! We are all very special and unique, just we sometimes forget it. I believe clothes can make us feel that way again, especially if they are pink and shiny. As much as it is important to feel comfortable and confident in your own skin and clothes, it is important to feel good in your heart too. I feel that way when I save a vintage garment and give it a potential new shiny life. But the person who wears it actually gives it a real new life! That person should not only feel like a garment saviour but also like a planet saviour. We can all make some effort for our environment, small or big; it all counts!
Afrobeat superstar Asake recently wore one of your jackets. How did that collaboration come about, and which other public figures would you love to dress in Foam of The Days?
That happened thanks to Idea pr agency, who is representing Foam of the Days. I love to call them Foam of The Day's fashion aunties because they take care of it with a lot of love and devotion. I am happy to see talented public figures wear my brand, and there are a lot who I would love to dress. Among those are figures who advocate for sustainable fashion, like Emma Watson, Anne Hathaway, and Rihanna. From influencers Leoni Hanne because she is so cute and bold, and Foam of The Days clothes would suit her perfectly. And Anna Dello Russo because she is a queen of style who I have always admired. Of course, there are many more; I am looking forward to it!
What are your goals and aspirations for the brand in 2023?
I am looking forward to continuing to evolve as a designer and making Foam of The Days even more fun and unique. My goal is always to do and be better than yesterday!
Like the book, the brand is named Foam of The Days takes a surrealist spin on what constitutes society, connecting the kitsch with the off-kilter to transport us from the ordinary to the extraordinary, gifting us clothing choices that celebrate our uniquely individual selves.
Created consciously and with a rigorous commitment to sustainable practices at the core of everything that she does, Kristina Ivkovic makes exciting and exceptional pieces that show us the transformative power of fashion.
Kristina's mantra is "more is more", and I think we can all agree that we need more Foam of The Days in our lives.
Huge thanks to Kristina for giving me such an insightful and interesting interview and to Andrea @i.dea.pr for all her help.
You can connect with the brand via I.DEA.PR here https://ideapr.co.uk/ourclients
