The attitude of creativity
14 Mar 2011
While applied arts students all over Europe begin to focus on the mid-April YCC project deadline, YCC recently sat down with the most recently confirmed European YCC 2011 jury member. The very busy and very talented Igor Todorovic took a break from his duties as editor-in-chief of Fashion TV SEE (South East Europe) and creative director of Pink Media Group to talk job, creativity and YCC.
What are your professional responsibilities today?
My main occupation is developing, formulating and executing the broadcast grids for FTV SEE, as well as working to build the Pink Media Group brand through various activities in the media and other new communication channels.
In what ways is your job creative?
My job is always connected with creative people who have so many interesting ideas. It’s maybe a classical approach, but I think you need to be creative in order to be able to recognize another’s creativity. That’s how conversation is made, and new ideas and concepts tend to follow.
How did you get your start?
I studied fashion design at the Rome Academy for High Fashion KOEFIA. From the very beginning, I realized the importance of the media for each segment of design – and ended up as the fashion editor of different magazines, including five years at Cosmopolitan. The greatest honor for me was to receive the 2007 Pantene Beauty Award for the best fashion journalist in Serbia.
But I have to say that I never quit my first love – fashion design – and also set up my own little atelier for custom-made shoes and dresses in Belgrade.
What inspires you as an artist?
In two words, time and emotion. I mean time in many different ways, as in: this moment of the day or this moment of history. There are different emotions behind these words. Luxury is maybe defined by time and emotion, and that’s why fashion is for me linked to luxury.
I am particularly inspired by Balenciaga Couture in fashion; and going way back to the Italian Baroque, the sculpture of Gian Lorenzo Bernini.
How do you feel art and creative expression are changing today?
The art of expression is different and easier than before, thanks to new media and communication. I think that creativity today is about being inspired by traditional things, but also in having the freedom and taking the risk to present your ideas in a fresh way and without routine. The most important thing is to be yourself and try to get others to understand you.
How do you spot creativity in others?
There are many different ways, but mainly through attitude. For me, style is not a Chanel bag but the attitude of the person wearing it. The same thing goes for creativity: it’s not only the idea but the sense of humor behind it or a small detail that makes it creative.
Why did you join the jury of Young Creative Chevrolet 2011?
First of all, it is an honor to be invited onto the European contest jury. I also wanted to be a part of a creative art contest and to try to help young designers take their first steps.
Right back at you, Igor -- YCC is honored to have you on the European YCC 2011 jury and looks forward to seeing you at the summertime jury deliberations!