Montenegrin designer Lazar Ilić He has already distinguished himself with his distinctive fashion expression, whether through collections presented under his own name or through the Hunt brand, which he founded with his sister. Christine. Now he opens a new chapter in his fashion career - LEVEL by Lazar Ilić, a brand that has been available since yesterday and blurs the boundaries between men's and women's fashion, focusing on individual style and freedom of interpretation of each piece. With this concept, Ilić brings freshness and boldness to the fashion world, combining striking cuts, strong colors and premium materials, all in the service of a design that combines aesthetics and comfort.
"LEVEL by Lazar Ilić is the result of my many years of experience in fashion, both through designing and styling, but also through working on the Hunt brand, which I created together with my sister Kristina Ilić. Every phase of my professional journey has shaped my sense of aesthetics, understanding of the market and the way I approach design," he points out, recalling that while working under the name Lazar Ilić Couture, he was completely dedicated to high fashion, individual creations and unique, custom-made pieces, while the Hunt brand was an experiment with the ready-to-wear concept, but within the framework of a luxury aesthetic.
"LEVEL, on the other hand, sits at the intersection of streetwear and high fashion. It's a brand that offers pieces that are stylish and wearable in multiple ways, with a special emphasis on the unisex concept," explains Ilić, adding that the difference between LEVEL and his previous projects is its accessibility and functionality.
“While my previous work was oriented towards specific clients who were looking for luxurious, often handmade pieces, LEVEL brings thoughtful design that can be part of everyday style, but also maintain uniqueness through the way it is worn and combined,” he notes, adding:
“As for the decision to launch the brand, LEVEL is not just a fashion project, but also an extension of my personal fashion attitude. Through years of working as a stylist, I have realized how important it is to have pieces that are adaptable, timeless and not bound by gender divisions. Fashion has become fluid and I don't want to limit people with labels. That's why LEVEL is not a 'men's' or 'women's' brand, it's simply good clothes that can be worn in countless ways,” says Ilić.
In addition, he says, he wanted to create a brand that had a clear identity, but also market potential, more precisely something that could grow, develop, and gain global significance over the years.
“LEVEL is conceived as a long-term story, not just another fashion experiment,” emphasizes Ilić.
The year 2025 is just getting started, and Ilić also looked at current fashion trends:
"In 2025, we expect the continuation of trends that have already begun, but with certain shifts. Unisex fashion and oversized cuts remain dominant, while more and more attention is being paid to modular and multifunctional pieces that can be transformed and adapted to different occasions. Sustainability is becoming the standard, not only through materials but also through the concept of 'buy less, but better quality'. Also, fashion is becoming even more inspired by the digital world, from AI-generated prints to collections that combine the real and the virtual," advises Ilić on what the trends are for 2025.
It is interesting that women are increasingly opting for oversize suits, and Ilić advises on how to choose a suit that exudes elegance and relaxation at the same time:
"The key is in the right proportions and quality fabric. An oversized suit shouldn't look like it's a few sizes too big, but rather that it's carefully tailored to fit. A tailored jacket with wide-leg pants provides a balance between casualness and sophistication," he explains, adding that how it's paired is also important.
"If you want a more elegant look, combine it with heels and statement jewelry, and for a more relaxed version, with sneakers and a plain T-shirt underneath," recommends the Vijesti interviewee.
This fall/winter season, burgundy is the color of the year. All shades of red are very striking, so it's easy to make mistakes when combining them. It's not even safe to wear burgundy from head to toe.
"Burgundy is a strong color that can look very sophisticated, but also overpowering if not styled properly. The most common mistake is combining too many different shades of red that don't coordinate well, or choosing materials that don't match. Burgundy from head to toe can be a great choice if you combine different textures - for example, satin, wool and leather in the same shade. If you're not sure, combine it with neutral tones like beige, gray or navy," suggests Ilić, who has already noted when it comes to his new band that sustainability is becoming the standard, which has been an important trend in the fashion industry in recent years. Given that fashion is one of the biggest polluters, it is very important, Ilić believes, to develop awareness of it in time.
“Sustainable fashion is becoming more and more dominant. Brands can no longer ignore environmental responsibility, and consumers are increasingly aware of the impact of the fast fashion industry. This year in particular brings an even greater focus on circular fashion - recycling, second-hand shopping and long-lasting pieces. The sooner we develop this awareness, the better, because the fashion industry contributes to a large percentage of global pollution. It is crucial that education about sustainable fashion does not only happen at the brand level, but also among consumers,” says Ilić.
Fashion has always been a reflection of social change, and each generation expresses its views, ideals, and struggles through style. Generation Z, growing up in the digital age, faces challenges such as climate change, mental health, gender equality, and consumerism. Their relationship to fashion is not only aesthetic, it is often political and activist. Through certain fashion trends, such as sustainable fashion, unisex clothing, and Y2K nostalgia (a trend inspired by the aesthetics of the late 1990s and early 2000s), their beliefs and need for authentic expression are reflected.
"Generation Z is very aware of social and environmental issues, and this is also reflected in fashion. Unisex and gender-fluid clothing is becoming more prevalent, as this generation rejects classic gender norms. Also, DIY and thrift fashion are popular, because young people want authenticity and do not want to support mass production. Activism through fashion is increasingly expressed - whether through statement inscriptions, symbols of resistance or support for certain movements through what they wear," Ilić commented on Generation Z and their view of fashion.
Also, what is characteristic of fashion today is that it is difficult to determine someone's age by what they wear. When asked if it bothers him as a designer and stylist when he sees someone wearing something that is not appropriate for "their age", he answers:
"Fashion today is not limited by age, and that's actually a good thing. Everyone wears what they feel good in. I'm more bothered when a person wears something that doesn't match their character and energy. The most important thing is that fashion reflects personality, not strict norms. Of course, unless the position you're in requires certain rules that must be followed."
Also, something that hasn't gone out of fashion for years is retro inspiration, and the fashion designer reveals what will come back to us this year after decades of "going out of fashion":
"We're definitely seeing the return of the 2000s, but with a modern twist. The low waist is back, but in a slightly more sophisticated form. Also, the big belts, shiny materials and statement glasses from the early 2000s are back. In addition, we're seeing the return of the 1980s through power dressing - structured jackets and pronounced shoulders," says Ilić, who has designed outfits for many celebrities in recent years. He doesn't hide the fact that it's sometimes difficult to follow their wishes and match them with what really suits them.
"Famous personalities often have specific requirements that are not always in line with what suits them best. Communication and balance are key here. As a stylist and designer, I have to find a way to combine their wishes with what will best represent them. Sometimes it takes a little convincing, but when the right combination is made, the result is always impressive," Ilić is confident, who plans to further develop the new LEVEL brand, but will not give up on other projects he is working on and styling.
"I also continue to work on special projects and unique pieces for celebrities and women in general for special occasions," concludes Ilić.
The challenge is finding authenticity in a sea of viral trends
In the era of social media, fashion has never been more accessible, but it has never been more uniform. Instagram and TikTok dictate trends faster than ever before, and a single viral piece can become a global must-have in just a few days. Instead of individual expression, we are increasingly witnessing mass adoption of the same style, where influencers and celebrities set standards that millions follow. However, while social media can encourage uniformity, it also opens up space for experimentation, redefining fashion, and repurposing forgotten trends.
"Social media has a huge impact - trends are changing faster than ever. What used to develop over seasons can now last just a few weeks because TikTok and Instagram instantly release new inspirations. On the one hand, this is good because fashion is becoming more accessible and dynamic, but on the other hand, many people blindly follow trends without thinking about their own style. The real challenge today is to find authenticity in a sea of viral trends," advises Ilić.
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