With a keen eye for innovation and a passion for empowering individuals through style, Ivana Pavić has revolutionized the way people approach fashion consultation and wardrobe building. Through Virtual Stylist, she has democratized access to personalized styling services, breaking down barriers and making expert fashion advice available to all. Meanwhile, her acclaimed Stylish Equation workshops offer a transformative journey into the world of dressing, blending education, empowerment, and community in a unique and enriching experience. Join us as we delve into the philosophy, strategies, and future plans of Pavić, a trailblazer in the pursuit of sustainable, accessible, and impactful fashion.

Could you tell us about your recently launched service "Virtual Stylist"? How did you come up with the idea for this innovative service, and what sets it apart from traditional styling consultations?

I launched Virtual Stylist in 2020 during the pandemic as I was contemplating how to make my services more accessible to people regardless of spatial and time constraints. I noticed the market and the needs of my clients and wanted the service to be easy to order while providing maximum value. It's the first online service of its kind in Croatia, and looking back over the past four years, I'm proud of the positive feedback from my clients, confirming I'm heading in the right direction. Recently, I also launched a new online service, Virtual Closet.

Virtual Stylist delivers ready-made new fashion combinations with direct purchase links, allowing users to decide if and when to buy. It's primarily aimed at online shoppers. Being a strong advocate of smart shopping and sustainability in fashion, I wanted to offer my clients an additional service, Virtual Closet, which creates combinations from existing pieces in their wardrobe. All they need to do is photograph their clothing items, and I'll visualize as many combinations as possible for various occasions, eliminating the worry of what to wear. These visualized combinations can be saved on their phone or printed for easy reference.

Through "Virtual Stylist," you're breaking the stigma that fashion stylists are reserved only for the privileged. Can you describe how this online advisory process works and what reaction you've noticed from users?

Absolutely, there's been a long-standing assumption that stylists are exclusively for celebrities. I've made this service available to anyone in need. Most of my clients are men and women juggling various life tasks who lack time to think about their outfits but understand the importance of visual impressions, especially in the business world.

The first and only step in ordering the service is to fill out a form where clients provide all the necessary information for me to deliver quality service (including height, body measurements, body type based on a photo, style preferences, client's desires, etc.). After submitting the completed form, I deliver the service within 3-5 business days. Clients are highly satisfied, and what surprised me is that most of them didn't expect such a comprehensive approach. I dedicate myself to each client and try to understand their uncertainties, desires, and fears to deliver a service of lasting value.

How would you describe your approach to styling consultation through "Virtual Stylist"? What are the key guidelines you follow to ensure users receive personalized and quality fashion advice?

As I mentioned earlier, I approach each client individually, focusing on their questions and desires outlined in the form. I often say that through this job, I've developed some "psychologist skills" because it's crucial for what I deliver to be tailored to the client's needs and to ensure their satisfaction.

We're all different, so I tailor my approach to each client, focusing on their desires and expectations. The most important thing is to understand what we're looking for—what clothes flatter us, what cuts and fabrics work best. We start by determining the client's body type to understand what needs to be accentuated or concealed, ensuring that the clothing harmonizes with their body proportions. Once we determine the flattering cuts, we move on to creating combinations, considering colors, patterns, etc. Then, I focus on the client's needs—for what occasions they need outfits, aligning their nature, personality, and profession with clothing and accessories choices. I always abide by the principle: A good foundation is essential, and with a good foundation, it's easy to build upon.

Based on your experience in the fashion world, what are the most common mistakes you notice people make when it comes to dressing?

Drawing from experience, I believe people often aren't aware of their body type or proportions, so they dress according to trends promoted in the media and on social networks without resonating with the clothes they wear. Dressing is much more than that; it's a form of nonverbal communication. Additionally, a common technical mistake I notice is inadequate footwear choices in relation to the lower garments, which can visually shorten the figure and disrupt proportions.

You recently announced the continuation of your educational dressing workshops for women called "Stylish Equation." Could you tell us more about the concept of these workshops? What can participants expect?

Indeed, I'm still thrilled about the workshop held in March, and I'm currently preparing for the one in Zagreb in May. "Stylish Equation" educational dressing workshops for women cover all topics related to dressing, starting from how clothing is a crucial aspect of communication, analyzing and determining participants' body shapes, selecting the best cuts, lengths, and clothing pieces for them, creating an ideal capsule collection and limitless combinations, color matching, and much more—all presented in a relaxed and enjoyable manner, supported by visually clear and practical examples. Besides the educational segment, it's essential to me that the entire experience is fulfilling. I want participants to feel special that day and to cherish the memory of it through a wonderful and relaxed women's gathering. For this reason, each new workshop aims to enrich with additional content through the beauty and lifestyle segments, alongside fashion, in collaboration with project partners, offering additional content and gifts for participants to take home. It's most rewarding when participants reach out to share how they've applied what they learned at the workshop and discovered a whole new perspective on dressing.

As an advocate for sustainable fashion, could you share some tips on how people can build a sustainable wardrobe and why it's essential in today's fashion world?

It's crucial to be aware of the clothing we wear—primarily concerning quality of craftsmanship and materials. Therefore, I advocate buying fewer high-quality, classic clothing pieces that are timeless and not subject to trends. Such clothing forms the foundation of a good wardrobe and provides a basis for mixing and matching. We often hear, "I have nothing to wear"—if we have a good and quality foundation, we'll always have something to wear, reducing the need for quick, lower-quality solutions. Through my workshops, among other things, I aim to provide the necessary skills and knowledge to shop smarter and more thoughtfully while having plenty of ideas for mixing and matching.

What are your plans for the future of the "Virtual Stylist" service and "Stylish Equation" workshops?

I have many plans, especially concerning improving automation and digitization of operations. I always say it's essential to keep pace with the times, sometimes even ahead of them. I'm someone who lives her work, so I think about progress and come up with new ways and improvements daily concerning the Virtual Stylist and Virtual Closet services. Currently, I'm focused on organizing a new Stylish Equation workshop scheduled for May. Pre-registrations are already open on my website because spots fill up quickly, and those who pre-register have priority.