The STAŠA brand is a true reflection of authenticity, personal expression, and a deep commitment to sustainability. Rooted in both Croatian tradition and the dynamic pulse of London, STAŠA seamlessly blends heritage with contemporary innovation. In this exclusive interview, we sit down with the designer Staša Doblanović Randall to explore the inspirations behind her work, her dedication to responsible fashion, and the future of her brand.

From versatile designs that adapt to different moods and occasions to a strong focus on ethical production, STAŠA is redefining modern elegance. Join us as we delve into her creative process, her approach to sustainability, and how small brands like hers are shaping the future of the fashion industry.

Your brand, STAŠA, exudes authenticity and a strong personal signature. How has your life between Croatia and London shaped your design identity?

Living between Croatia and London has given me a broad perspective and a wealth of inspiration. Croatia has instilled in me a deep appreciation for tradition, natural beauty, and authenticity, while London has introduced me to global trends, dynamic energy, and contemporary ideas. In my work, I merge these two worlds—tradition and emotion are always present, but infused with modern and innovative approaches that are characteristic of London.

What do you consider the most important element of each collection? Is it the story you want to tell, technical execution, or something else?

For me, the key to every collection is versatility—the ability to wear a piece in multiple ways, depending on the mood of the person wearing it. Some days we want to feel completely casual, while on others, we seek something more refined. That’s exactly what I aim to achieve—creating garments that adapt to different needs and situations.

I believe clothing is not just about aesthetics; it is also a form of communication and self-expression. Of course, technical execution and quality are equally important—I want each piece to last and have meaning in someone’s life. However, without a personal touch and an authentic story, a collection loses its soul, and that is something I never compromise on.

The fashion industry is facing significant challenges with mass production. As an advocate for sustainability, you often emphasize the importance of responsible design. What innovative approaches do you use to minimize environmental impact?

Sustainable design is the foundation of my brand. I strive to work with natural and recycled materials and frequently use deadstock fabrics to reduce waste. Each piece is handcrafted, produced in small batches, or made-to-order to prevent overproduction.

Additionally, I explore innovative methods such as zero-waste pattern cutting and biodegradable materials. My goal is to create clothing that is not only beautiful but also responsible - for both people and the planet.

What role do you think small brands like yours play in transforming the fashion industry? Can individual contributions truly influence global trends?

I believe small brands play a crucial role in driving change. While we may not be able to transform the entire industry overnight, we can inspire consumers and other designers through our example.

Smaller brands often have the freedom to experiment and adapt their business models to more sustainable practices. Every change starts with an individual, and when small contributions add up, they can influence global trends.

Your collections reflect a minimalist and timeless aesthetic. What does your design process look like? What inspires you?

My design process always starts with something personal—sometimes a memory, a feeling connected to nature, or an artistic form that moves me. I love working with clean lines and emphasizing the beauty of simplicity.

I often find inspiration in architecture, art, and details from nature. Each piece must be functional, wearable, and long-lasting, but at the same time, it should reflect elegance and a contemporary aesthetic.

How do you envision the future of the STAŠA brand? Can you share any upcoming projects or new directions for your creations?

In the future, I want to continue building my brand as a symbol of sustainable luxury and timeless elegance. Right now, I’m working on my new spring-summer collection, which is my favorite phase—selecting materials. It will be a joyful collection.

Additionally, I am researching methods to recycle all fabric scraps. Although I can’t reveal all the details yet since the process is still in the testing phase, I would love to create my own textiles from leftover threads, fabrics, and other materials from my studio. My goal is to keep pushing forward in a sustainable direction.