Mija Knezevic seems to have fifty hours in one day. As a successful content creator, (co-)owner of several companies, and style icon, it was about time to figure out how she nails everything she does. ‘I do really think that curiosity can bring you far, but of course, working hard is key to success.’
Cover photo: Mija Knezevic
In conversation with Mija Knezevic
Fashion darling, entrepreneur, and all-round creative Mija Knezevic is here to stay. Originally from Montenegro, she’s lived in several countries during her twenties. She graduated from New York University in 2012 and now she’s based in London, which is a city that she adores. Whilst studying in New York, Knezevic started her blog where she used to post daily outfits. From there she’s become a content creator and stylist, as well as art director and brand strategist.
TTM: You describe your job as Brand Strategy & Styling Content, what does a typical day look like?
MK: ‘No day is the same as it depends on what I need to focus my attention on. At the moment I’m focusing on my two new start-ups, which will be launching relatively soon, and it’s so exciting! I’ve also just come back from Copenhagen Fashion Week where I attended the SS22 shows and presentations which were so interesting and so much fun! I also create content for my Instagram every day.’
TTM: How did you get to this point in your career?
MK: ‘I’m curious by nature. I’m eager to always learn new things. I do really think that curiosity can bring you far, but of course, working hard is key to success, especially if you’re thinking of building your own company from scratch!’
TTM: Any exciting plans for the (near) future? I heard you just co-founded Neohiro, can you perhaps give our readers a sneak preview?
MK: ‘That is true! I have so many plans for the future, I hope to found other companies too. Neohiro is a fitness company that, thanks to sophisticated AI software, tailors every training session to you personally. You will hear more about it at end of this year!’
TTM: You’ve got an outspoken style, praised on social media and fashion magazines. How would you describe your style in three words?
MK: ‘Although my style has evolved through the years, and in particular in the last twelve months, I’ve always gravitated towards tailored pieces, such as blazers and masculine cut trousers, preferring pieces that are easy to dress up or down at the same time. My style is effortless, chic, and comfortable.’
‘My style focuses on hero pieces that maintain their allure and can be styled in different ways for different occasions.’Mija Knezevic
TTM: How did you develop this signature style over the years?
MK: ‘I’ve always preferred to invest in really good quality clothes that are made to last. This has allowed me to find a signature style that, as I mentioned, focuses on hero pieces that maintain their allure and can be styled in different ways for different occasions. Although I do have a signature style, I like to allow myself to experiment with different styles and incorporate those pieces that make my outfits fashionable, yet very me.’
TTM: Which item do you cherish most?
MK: ‘Outerwear must be what I always advise as an investment. A great blazer and a statement coat can really last a lifetime. The best pieces in my wardrobe are indeed coats, I have a real thing for them!’
TTM: Besides your love for fashion moguls like Balenciaga and Hermès, you support smaller brands as well. Where do you discover these upcoming ones and what could we learn from this?
MK: ‘Thanks to the nature of my job, I’m able to discover new brands and support them! New talents are known to be more and more willing to focus on sustainability, inclusivity, and superior quality. I love supporting upcoming designers or under-the-radar ones whose designs are the outcomes of their out-of-the-box way of thinking.’
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