A folder full of gorgeous dress illustrations filled during childhood was the initial inspiration for the development of the Dajana Basic London signature bridal wear label. Recognisable by their signature designs and delicate colour accents, Dajana´s dresses are the ideal choice for a new generation of modern brides who like to look classic and iconic on their wedding day.
Involved in the industry and in love with London´s style culture, Dajana received her MA in Fashion Management & Entrepreneurship. Following an increasing demand for her fashion expertise and numerous recommendations from professional contacts, Dajana began her career as a successful personal stylist for men’s and women’s wear in London.
While sourcing bridal gowns on behalf of several brides-to-be, Dajana familiarised herself with the current bridal wear market. She recalled her mum’s unique bridal gown; a short, light blue silky gown detailed with white lace, and realised that there was a gap in the market for a fashionable bridal wear line embellished with contemporary colour accents. Alongside her role as a personal stylist, Dajana worked for designer brand Ralph Lauren and luxurious English high-street retailer Russell & Bromley and developed an in-depth understanding of customer needs and buying behaviour.
After finalising her dress illustrations, Dajana went to great lengths to carefully source the highest quality fabrics and seek out experienced and skilful seamstresses. Dajana worked to create her Spring/Summer 2014 collection, comprised of eight striking gowns imbued with delicate macaroon colour accents. Dajana Basic London held its official launch in September with a glamorous catwalk event at London’s Blackall Studios where the Spring/Summer 2014 collection was showcased to an audience of press, stockists and industry contacts.
Having secured a place with the prestigious British Bridal Exhibition BBEH, Dajana exhibited her Debut Collection to hundreds of UK and international bridal wear buyers at the London and Harrogate Bridal Show. Enjoying working closely with her brides, Dajana also introduced a very personal bespoke design service, creating custom-made details for each gown tailored to the bride’s personal style.
From then Dajana has worked with many brides on the lead up to their wedding day. She has created many friendships and memories helping make the whole process special. In Return Dajana created a line of unique headpieces which can be worn both during the wedding and post event to showcase the value in the product beyond the wedding day.
For 2017 she has been tirelessly working to create her first E-com collection called Bloom, which is to be launched Spring 2018. Hoping to create a transformable ready to wear collection which will create memories not just for your wedding day.