You are invited to the premier presentation of the Witches Sisterhood organic brand, which places at the forefront the ancient archetypical soul of a witch disguised as a modern woman who finds it difficult to escape the fast pace of modern life, and yet, through daily rituals, can find a nook reserved only for herself, where she can pause and restore her strength.

The garment is a kind of reminder of the daily ritual, drawing attention to what really matters. The emphasis is on materials, on the story, and on a positive attitude toward the body; it matters where the clothes are made, how they are made, and what feelings they stir in us.

In April 2017 the Taura collection, inspired by the cultural heritage of our pagan ancestors, was introduced as part of Ljubljana Fashion Week at Ljubljana Castle. It addressed the witch archetype. On the back of a denim jacket from the Janja Videc collection, this slogan appeared for the first time: “We are the granddaughters of the witches you weren’t able to burn”, which led to the first edition of T-shirts with this message, made of organic cotton.

The story remains alive, and it addresses many women attracted by the witch archetype. Since summer 2017, new editions of T-shirts have been created, and the movement has reached the point where it has become more than just one of designer’s creations. They will emerge as an independent project under the Witches’ Sisterhood brand, premiered at MAO.

Slovenian (fashion) space lacks an understanding of the wider concept of origin of a certain design or creation. We are too quickly satisfied with exterior form; the fast and instant pace of life today does not leave any time for exploring the depths.

Janja Videc’s approach to her work is different; it is the slow fashion approach with an emphasis on production, materials, the story, where and how the clothes are made, and what kind of feelings they stir within us.

Instagram: @janjavidec