Zagreb artists presented their photography-fashion style project Experimental View at the Dorćol Platz. The photographs show a synergy between the photographic elements and the forms, texture and volume of fashion style, reflecting the efforts of these talented artists to change the commercial take on fashion fotography
You have achieved great success with the exhibition of art photos at the Gallery Kranjčar in Zagreb, so now it is Belgrade’s turn. How is the audience in Belgrade different to the one in Zagreb?
Ivan: Yes, we got a chance to exhibit in Belgrade. Our friend showed us the space of Dorćol Plac and explained that the location would fit very well with our work. We wanted to see the reaction of the audience. Not many of my colleagues, photographers from Zagreb, have exhibited in Belgrade. I don’t know why. In other fields, I have a feeling we communicate well and like each other. We are not on hostile terms. You can see that in film and music. But photography is still not communicating, the colleagues are not communicating.
Ivana: In general, we liked the multiculturality. I loved the idea of exhibiting in Belgrade, but it was also quite tense. In Croatia, everyone knows us in our circles and now we’ve come to an entirely new environment, to see how the people would react to our photos. On the other hand, we are neighbours and I think it’s good that we support and strenghthen each other in that sense.
How developed is the culture of going to photography exhibitions, to appreciate art but also, perhaps, to have a look at some pieces as potential purchases to take home, either in Croatia or in Serbia? Is there an awareness of artistic photography?
Ivan: In general, it’s poorly developed. People have very little contact with photography. They’re all on their cell phones, digial cameras and have very few contact points with printed photographs of value. I think the photography exhibitions are the rarest form of exhibition in Zagreb, I don’t know what it’s like here. Fortunately, we are slowly seeing some changes.
Ivana: It’s usually fashion or beauty. And this is why we wanted to get things moving. We both work in fashion. Ivan is a photographer and I am a fashion stylist. We deal with fashion, too. Most people look at these things through strict classifications. Is it a fashion photo that is supposed to give you a good view of the outfit? Or a beauty shot for a magazine? So, commercial photography. This is why we wanted to do Experimental View and focus on synergy, through which we wanted to show that there can be an entirely different take on fashion photography.
Ivan: I am glad that people have a positive repsonse. Usually, at exhibitions, there is one photograph that caputres everyone’s attention. With these photos, we keep hearing that people are picking different favourites, which is a good thing.
This is not your first time in Belgrade, what do you like here?
Ivan: We really like Belgrade. People are great. Amazing. Everyone is positive, they want to help us wherever we go. Everything is so easy. That’s what it looks like to us, when we get here. I love how open you are. We are not that open. When you are upset or angry, you say quite a lot openly. Even if it includes swearing, but let it be known where we stand. When you are in a good humour, you praise, you help and you do good things. We are quite introverted. When you are upset, you’re upset inside. As if everything is always great. You’re never too happy, never too upset. I miss this openness of yours in Zagreb, quite a bit.
Ivana: Yes, where we come from, if somehting is a problem, everyone is stressed. Things are just more relaxed here, in a way. How will we manage? We’ll manage just fine. We’ll find a way. Where we come from, there’s immediate drama.
Ivan: You have this optimistic view of life. Perhaps that’s also a matter of the way of life in Belgrade. Perhaps it is different in other cities in Serbia. But here, optimism is really visible. Nothing is such a big deal. Also, when it comes to cultural life, yours is quite rich. There’s always something good and interesting happening in town and all these events are crowded. There, that’s our impression.
By: Đurđa Petrović