Opening show finale at IDENTITY DRESS 2013

IDENTITY DRESS 2013, News, Past Editions


11 Aug , 2015   Gallery

IDENTITY DRESS started as an idea of a creative experiment. One basic dress pattern cut, many interpretations. Nothing more, nothing less. The idea was brought to life by Eric Maj Potočnik in summer 2013 and its first edition was put on display in the autumn of the same year. Back then surprisingly low on budget for a fashion event, but with faith and confidence the idea could grow if nurtured well. 


In summer 2013 Eric Maj Potočnik and Matjaž Plošinak worked on various concepts for potential fashion components of Month of Design Ljubljana, international creative industries festival, as they worked as exhibition curators and fashion editors of the festival in years 2013 and 2014. With lots of hard work and persistence in execution of their concepts, they have successfully managed to set fashion-related content of the festival onto a new, higher level. Among other program components there was an idea of a fashion design exhibition focusing on pure creativity rather than showcasing existing, often commercially oriented or previously showcased products. A various range of expressive designers from all over the globe was invited to take part in the experiment, each creating their signature dress considering one single instruction – the dress pattern cut provided by curators. A total of 17 brands and individuals accepted the challenge and created their reflections.


IDENTITY DRESS 2013 by: niOka (Slovenia), Leyre Valiente (Spain), Lara Jensen (United Kingdom)  /  Photo: Vid Voršič
IDENTITY DRESS 2013: niOka, Leyre Valiente, Lara Jensen  /  Photo: Vid Voršič


IDENTITY DRESS 2013 designers: Boudoir (Croatia), Branko Popović (Netherlands), Degenerotika (Germany), Eric Matyash (Slovenia), Feyrouz Ashoura (United Arab Emirates / Luxembourg), Fsemogoćnjy Jhezus (Slovenija), Hemyca (United Kingdom), Lara Jensen (United Kingdom), Leyre Valiente (Spain), Lilach Eliyahu (Israel), Liria Pristine (United Kingdom), Marta Miljanić (Serbia), niOka (Slovenia), Sari Valenci (Slovenia), Sofija Urumović (Slovenia), Timothy & Samvel (United States of America), and Zino Touafek (France).

See all 17 dresses of the IDENTITY DRESS 2014 edition in the gallery below:


Photos above created by:
// creative director: Eric Maj Potočnik
// photographer: Vid Voršič
// stylist: Matjaž Plošinjak
// model: Nina Ceglar
// hair stylist: Aska Kajtazovič @ Mič Styling
// makeup artist: Nina Jordanovski
// assistant: Tina Tomšič


The opening show of the exhibition took place at Month of Design Ljubljana 2013, on 11 October 2013, located inside the abandoned printing facility Mladinska knjiga, designed by Savin Sever, one of the most iconic Slovenian architects of the post WWII era. The opening show was set as fashion show with dresses of all 17 designers individually showcased on a model. The exhibition came to a close on 7 November 2013, alongside with the festival. Please see photos of the IDENTITY DRESS 2013 opening event in the gallery below:


The opening of the 3rd edition of IDENTITY DRESS will take place on 19 November 2015 at the National Museum of Slovenia, in Ljubljana (Slovenia, EU). The exhibition will be open to public until 13 December 2015. Stay tuned for more updates!


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Eric Maj Potočnik By    
Eric is the author of the IDENTITY DRESS concept. He has been working within various fields of arts and creative industries for over a decade. As a fashion designer and stylist he represents one half of the design duo Eric Matyash, currently focused in the international development of the brand. Prior establishing IDENTITY DRESS as an independent platform he held the position of a fashion editor at design festival Month of Design Ljubljana. Eric likes to wear his shirts fully buttoned, adores sighthounds, and would kill for a good slice of pavlova cake!

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