‘Mind your Mind’ is a powerful collection that reflects on Teodora Mitrovska’s personal lockdown experience. After almost two years of cancelled runways and showrooms, cancelled birthdays and club nights, it felt like nothing really mattered anymore, so the usual inspiration that Teodora takes from commenting on socio-political issues felt irrelevant. It seemed that the only appropriate thing to do was to self-reflect and strip the concept of any high-brow ideas – to focus on something very simple, very current and very relatable.
The collection looks at the duality between enjoying the comfort of your own home but feeling trapped and alone in isolation. It also looks at the ‘self-care’ culture, that gained popularity in lockdown, from a critical point of view, acknowledging that while some of us had the privilege to experience the pandemic as a time for self-reflection and self-growth, the world has also been falling apart.
Presented on Saturday 19th February during London Fashion Week 2022, ‘Mind your Mind’ culminated with a live performance and a screening of the video editorial for the collection. “It was really important to give the audience a physically immersive experience where they could touch, see, try, experience and reflect on the collection. Following the concept of the collection, the presentation and video aimed to communicate that duality between warmth and uneasiness mixed with the indifference and hopelessness lockdown brought upon us.”
“ It felt right to strip the performance down to a simple snippet of someone’s living room life, no subtext, no special effects, no glamour – just lockdown boredom. In the nostalgia for physical interaction, it was important to allow the audience to interact with the clothes, which were presented on a rail available to be tried on, to interact with the models, who were mingling with the crowd after the presentation finished, to allow the audience to enter the imagined living room and formally become part of the presentation by writing down in a notebook that circulated around alongside the question ‘How do you mind your mind?’.
Presentation: T*MITROVSKA @teodora.mitrovska
Supported by Hundred Showroom @hundredshowroom
Sponsored by BLANC
In collaboration with The Koppel Project (who provided the location)
Models: Knives @ghost.them & Riyam Salim @riyamiam
Photography: @sashmanev
Video editorial:
Director/ cinematographer/ video editor: Katerina Vahalova @katerina_vahalova
Music: Aka Thesaur @akathesaur
Styling: Tudor Covaciu @tudorcovaciu
Models: Filip Slomski @rebelhevrt & Chilli-Rae McCormack @chilli.peach
DOP Assistant: Dafne Ysabel Sanchez @dafnenyc
Editorial photos on set: Sash Manev @sashmanev
