Milena Sekulic Portolio by Milena Sekulic

PORTFOLIO Milena Sekulic

Milena Sekulic 21. 12. 1995

I am Slovenia - born, Amsterdam - based student studying International Fashion&Branding at AMFI - Amsterdam Fashion Institute. Educated in branding strategies and creative retail concepting and experienced in art direction, event management and digital picture picture manipulation.

RESUME

EDUCATION 2014 - PRESENT

2014

International Fashion&Branding Amsterdam Fashion Institute

International Baccalaureate Diploma (IB) Bonn International School, Germany

EXPERIENCE RETAIL CONCEPT

ART DIRECTION

Brand extension strategy, Cheap by Cheap Monday Concept development and events, Statement store byAMFI Concept development and events, Fashion Show Triptiek

DIGITAL

Creative video campaign direction, Half One Half Another Art direction and editorial design, Magazine Stream Creative video campaign direction, Arjunâ&#x20AC;&#x2122;s Goods Brand revival strategist, Poiret Salon Summer 2017 Campaign Strategy, One Star, Converse (Nike) Party entertainment organisation, Club Canvas, Club Doka, Club Claire

VISUALISATION

SKILLS

Visual Jockey X-Plore, Arts&Culture Events Visual Jockey Eigengrau, electronic music events Social media manager, niOka Styling, Pascal Uehli Photography

Adobe - Indesign, Photoshop, Illustrator, Light Room, After Effects IMovie, Final Cut Pro X, Resolume Microsoft Office, Wordpress SketchUp, VectorWorks Windows&Mac

PERSONAL

Adaptable, Commited, Cooperative, Imaginative, Self-Disciplined, Versatile

LANGUAGES

Slovenian - native English - fluent Serbian and Croatian - fluent German - basic Dutch - beginner

ACCOMPLISHMENTS 2016 2014

America Today Award, Best Brand Strategy Artist Of The Year, Bonn International School, Germany

CONTENT

RETAIL CONCEPT

Fashion Show Triptiek Cheap by Cheap Monday Statement store byAMFI

ART DIRECTION

Half One Half Another Magazine Stream Arjunâ&#x20AC;&#x2122;s Goods

VISUALISATION

Eigengrau

RETAIL CONCEPT

retail concept - Triptiek

Triptiek 2016 fashion show holistic retail concept

Stage Design Space Planning Public Relations Sponsorship and promotion Negotiation and marketing skills Budget Awareness Creative Challenge: Create a fashion show concept for a world in year 2025 As an event manager of a fashion show Triptiek 2016: Realise The Now we were inspired by the belief that in 2025 society will completely loose touch with reality due to ever-rising digital lifestyle. The event was focused on presenting 10 futuristic fashion collections made by AMFI students and engaging visitors to be part of the experience merely than just being by-passers. We achieved that with interactive set up of set and interior design, walking pathways and its diverse decorations.

retail concept - Triptiek

Hair&MakeUp

DJs

Last minute preparations

Details

Backstage

Photographers: Isabel Janssen Len Land Alex Grolleman Marina Coenen 14

Backstage

retail concept - Triptiek

Catwalk

Floorplan 17

cheap by cheap monday brand extension strategy 3D space planning set design interior design market and consumer research trend-watching graphic and logo design

Creative Challenge: Create an adapted, Cheap Monday sub-line for High-Net-Worth Seniors target group Merging the high-end luxury consumer with rough, raw and cold interior design of the brand Cheap Monday resulted in a completely renewed retail concept experience that fit the newly established consumer. The project evolved around realisation of a brand new concept and translating such in new logo, fashion collection, interior design and other aspects of branding with illustrative and 3D interior VectorWorks and SketchUp- software.

retail concept - Cheap

Terrace

Terrace 19

retail concept - Cheap

Entrance 20

byAMFI

Statement Store brand experience set dressing interior design event management space planning brand activation trend-watching

Creative Challenge: Work in a fast paced statement store with changing concepts byAMFI is the shop-window of Amsterdam Fashion Institute, in the heart of Amsterdam. Itâ&#x20AC;&#x2122;s run by AMFI students of all three AMFI departments and is a collaborative place, where branders, managers and designers got space to experiment, exhibit, organise collection launch events and inspirational evenings. Being one of the ten students in the team, I got a chance to work in a fast-paced statement store byAMFI with changing concepts every 10 weeks. From elegant feminine to sustainably conscious concepts, working as a concept developer enabled me to develop contemporary retail concepts and final interior designs of the store. With every concept launch there was an event launch, which required me to advance my event management skills.

retail concept - byAMFI

SS16 – iNDiViDUALS Concept 1 This concept surrounds the iNDiViDUALS spring/summer ’16 collection. Inspired by the interplay of rational thoughts and emotional impulses that make our lives more dynamic, the collection and the retail are the perfect clash between sporty details and fluent, silky fabrics that together create a fresh and elegant vibe.

Washful Thinking Concept 2

A fresh look at how to treat the ‘stains’ within fashion, as they’ve become a dry story. Most of us seem to know that we need to clean up the industry with all its environmental and ethical issues, yet we often bleach away the problems. The store is a playful, graphic laundry room which addresses this irony. The concept inspires a fresh look at the remaining challenges within the world of fashion, as it’ll take more just than one load of dirty laundry to clean up our act.

retail concept - byAMFI

ART DIRECTION

Half one Half Another fashion film digital picture manipulation art direction video and post production

Creative Challenge: Visualise merging and blending borders of femininity and masculinity in a digital film medium The fashion video Half One, Half Another was part of the concept of up and coming designer Sogand Lotfinia. The concept was about merging and blending the borders of femininity and masculinity and designing the clothing that fits the in between stage. The video visualises the concept with beautiful interview with Marylin Monroe on â&#x20AC;&#x153;What is your true self?â&#x20AC;? and melancholic symphony in the background.

Art Direction: MILENA SEKULIC Fashion Designer: SOGAND LOTFINIA Models: GORAN, RUBEN, MARLON MakeUp&Hair: IRAJ RAGHOSING 32

Filming and production: MILENA SEKULIC

art direction - Half One Half Another

Full Video: LINK

stream magazine brand identity

market&consumer research editorial design creative typogragph creative writing and editing collection photoshoot

Creative Challenge: Create an electronic music magazine as an extension of a rave culture inspired brand concept Metanoia Magazine Stream, as a part of AMFI project, was to be published only twice a year and offer a inspiring visual, cultural and creative insight in the arts, music and culture for creative individuals. From the interviews with people from the music, art and fashion industry, to design and cultural articles, new album releases and festival announcement, Stream included it all. With a co-partner, I was responsible for holistic art direction of the magazine, editorial and graphic design, content and printing.

art direction - Magazine Stream

Welcome to Arjun's Goods. We merge fashion with art. We believe in impulsivity and purity as our main striving forces to creating something expressive and relatable.

Arjun’s Goods fashion brand branding supervisor

brand activation&positioning graphic and content designer Copy-writer lookbook styling video and post production Sponsorship and promotion Creative Challenge: Positioning and creating branded content strategy for a new streetwear brand on the market In order to bring a new streetwear brand Arjun’s Goods to the market, I collaborated with the artist, designer and illustrator Ardjoen Mahangoe. While the artist was in charge of designing the illustrations and garments, I was responsible for positioning the brand on the market. From PR, social media managment and campaign development I have had a chance to work with a client and strengthen the brand concept into a realised Amsterdam-based brand Arjun’s Goods. For first campaign I collaboratively with the creative collective of Arjun’s Goods provided art direction for the photoshoot and produced the introductionary videos.