Align your strategy
with your aesthetic.
My philosophy
Aesthetic and commerce are not opposites — they are allies. As a former buyer with a marketing background, I understand what sells — and why. My work is about aligning your brand's DNA with the realities of the market, while preserving the artistic and emotional essence of your vision.
After 15 years of experience in buying at German leading premium and luxury department stores KaDeWe Group and Peek & Cloppenburg, I work independently with designer and contemporary labels, guiding them through brand development, market expansion, and merchandising excellence.
About
Lada Seletkovic
Founder & Brand Consultant
Creative Collaborators
Ana-Marija Knezevic
Fashion Stylist
@_anamarija_knezevic
Clients
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![Profile of a woman with short wavy brown hair, wearing large silver earrings with long chandelier-like fringe, against a plain gray wall.]()
Pearl Octopuss.y
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![A woman standing in a room with gray walls and carpeting, wearing a black long coat, black skirt, black shoes, and large earrings, standing near a window.]()
Envelope1976
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![A black handbag on a minimalist gray table with a wooden wall and a white hanging fabric panel in the background.]()
Koné
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![A woman walking down a runway wearing a white, fluffy faux fur coat, a black long skirt, and shiny black boots.]()
Herskind
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![Woman sitting on a beige armchair in front of a modern concrete wall, wearing a black sheer long-sleeve top and black shiny pants, with a confident pose.]()
Misha
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![A woman with long black hair wearing a dark, plush coat and carrying a black leather handbag stands against a metallic, horizontal-slatted background.]()
Stylein
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![A woman standing outdoors against a rocky landscape and cloudy sky, dressed in a beige oversized coat and gloves, looking off into the distance.]()
by Aylin Koenig
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![A young woman with short dark hair and fair skin wearing a beige button-up sweater and a black skirt, standing against a plain background.]()
FTC Cashmere
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![A woman with curly hair in a brown suit standing in front of a Renaissance-style mural painting.]()
Nine in the Morning
Learn about our services
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A brand without a clear point of view is just product. I work with labels to define exactly what they stand for, who they're for, and where they're going — building the kind of strategic clarity that makes every decision easier and every collection more coherent.
Includes: brand audits, strategic advising, brand positioning, product architecture
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Collections are ordered nine months before they hit the floor. That gap between creative vision and commercial reality is where most labels lose money — and where I do my best work. I spent years studying what sells and what doesn't, starting always from the failures, because that's where the real information is.
Includes: merchandising strategy, collection strategy, pricing logic, marketing and social media strategy
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Data tells you what happened. Instinct — sharpened by years of runway, showroom, and sales floor — tells you what's coming. I work at the intersection of both, making sure your visual identity and campaigns reflect a brand people actually want to buy into, not just look at.
Includes: creative direction, campaign concepts, visual identity refinement, digital presence audits
Press
Vogue Adria — Inside the world of a fashion buyer
Kadewe Magazine —Most Wanted Spring Trends of
InStyle Germany —Spring Trends of Next Season Spring Trends of
