Transcending Cultures
Born in the city of Zabalj, Serbia, Jelena Jakovljevic Bin Drai was raised by teacher parents, who instilled strong educational values within her. Despite a loving family upbringing, Jelena’s childhood wasn’t without its drama, with the air raid sirens of the 1990s Serbia-Bosnia-Croatia war a vivid memory. Encouraged by her parents, Jelena channeled her energy into education, proudly earning her Master’s in Economics and Diplomacy. It was during her studies that she first got a taste for modeling, entering the industry professionally at 19 and soon earning the coveted title of Miss Yugoslavia in 1998 – being the first competitor to ever win three of five titles within the same pageant. Inspired by her Art Teacher mother, Jelena’s passion for creativity had always been a driving force of her personality, so it seemed only natural that her ambitions would eventually take her down a design route. She soon found a niche in the fashion industry for beautiful bespoke gowns that transcended both cultures – ultimately leading to the launch of her own fashion label, Jelena by Jelena J. Bin Drai.
By Hend Seif El Din
How did you first enter into the fashion industry?
I first entered the fashion industry as an international model – I worked all over the world for 10 years, which gave me a great insight into what went on behind the scenes. It was a natural step for me to start my own line in 2012 – I saw a gap in the region’s market for conservative but glamorous pieces and set out to fulfill this need.
When did you know that you wanted to be a designer?
I’ve always been interested in artistic pursuits, especially as my mother was an art teacher and encouraged that side of my personality. My career gave me the opportunity to travel and meet a lot of interesting people in the industry, and I realised that fashion design was something I definitely wanted to pursue.
How would you describe your collections?
I create pieces that are sophisticated and modest yet still bring out the wearer’s true personality – I believe that nothing is more beautiful than a woman who feels happy within herself. My design philosophy is to create feminine and modern pieces that allow a woman to show her natural beauty from within and feel perfectly elegant.
What inspires you?
Whilst I’m inspired by many different things–architecture, travel, nature –it’s my family who inspire me every day. I often picture my daughter when I’m working on each collection. She’s still very young but she’s already developed such a strong personality and I can imagine her wearing my designs someday.
Tell me about your latest collection.
My Spring/Summer 2015 collection consists of 58 stylish pieces, which will effortless take the woman on the go from day to night. With the UAE’s modern females in mind, the pieces are sophisticated; combining both classic and playful cuts suitable for many different occasions and events.
What inspired it?
The collection was inspired by exotic wild fruits; it’s full of fuchsia, orange, wild berry, pomegranate and pistachio with flashes of monochrome. I wanted to create a timeless collection that would fit seamlessly into women’s wardrobes, transcend trends and just enhance the natural beauty of the wearer.
What do you have in store for the FW 2015 collection?
My 2015 couture collection will be released this September. I don’t want to say too much yet but it’s full of beautiful, embellished gowns that will be perfect for all the exciting events in a woman’s social calendar!
Who, in your opinion, is the label for? Who can wear it?
My personal style is simple and elegant and this is what I also want my collection to reflect. Comfort is absolutely key, and I don’t think this means you should sacrifice glamour. My clients are women who want to feel confident and gorgeous, and nothing makes me happier than seeing a customer’s beauty bloom when she steps into a perfectly fitted dress.
Any plans of expansion?
I have five businesses at the moment and so my main focus is to keep growing these, to make them the best they can be – I love being a hands-on boss. You never stop learning so launching a new venture is something that’s always in the back of my mind but no immediate plans as of yet. The most important thing is to spend more quality time with my family and watch my children grow.
