Alright – so today we’ve got the honor of introducing you to Alexandra Petrovic. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Alexandra, thanks for joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?
When I finally decided to realize my long-held dream of having my own Fashion Brand, picking a name that screamed ‘This is me!’ was top of the list. Given my interest in futuristic aesthetics, particularly inspired by the cyberpunk scene, and my passion for gaming, I sought a name that could seamlessly weave these elements together. However, every name I thought of in the process was already claimed as a domain, and the pursuit of a .com domain further challenged me. Understanding that a business’s identity hinges on a unique and available domain, I got frustrated by not finding something available. It was during this moment that I suddenly remembered a game I had played last year. ‘Death Stranding,’ wherein one of the NPC’s was named Fragile. Instantly latching on to the name, I paired it with the word ‘Base’: a representation of resilience and strength, akin to a solid foundation.
With a sense of urgency, I entered the combination into the domain checker, and to my delight, it was available. I snagged the domain, locked down the name on various social media platforms, and felt a wave of relief. Fragile Base just felt right for my brand and what I want to tell to the world. It gave the essence of duality between fragility and strength, a theme I have always admired in opposites, broken yet bold, and edgy yet robust.
And get this, when I googled Fragile Base, it turns out it’s already an existing term in tech, describing an architectural problem in software engineering. This coincidence aligned seamlessly with its futuristic and bold brand identity. Fragile Base is more than a name; it is a declaration of our brand’s ethos – a fusion of geeky, futuristic, bold, and edgy elements. We want to redefine fashion with innovation and style, embodying the future where fragility coexists with strength in perfect harmony.
Alexandra, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I was always a big fan of fashion, I love wearing things no one wears anywhere and love to be different and wild with my style. So it was always very hard for me to find this special style of mine that I could never really describe. My goal since then was to have my own fashion brand and solve this problem also for other people in the fashion scene. I was always working full time and studying on the weekends for my bachelors degree so time was rare to pursue my goal. When I finally graduated not even a second after I started working passionately on my brand. My Store is open now since the 20th of December 2023 and it is still a baby in the fashion industry. But I’m working already on future collections and also have finished a few of them. At the moment my brand focusses on silver chrome jewellery but soon we’ll also start dropping clothes and other fashion items which I’m very proud of and excited about to reveal.
What do you think helped you build your reputation within your market?
Always staying true to myself and my style. My collections will always remain to be 100% me. Friends and acquaintances look at my collection and say “wow that’s so you!”, this makes me proud. Everything that I do for the brand; every little thing from the music that’s chosen for the adverts and reels, from the colors, the marketing style and art that gets showcased. Every little thing is me; everything is Fragile Base. It is very important for me to have a strong and unique brand identity. It is my passion project and I give it to the world. Everything you will see is my chaos, my heart and has my soul poured into it.
Any insights you can share with us about how you built up your social media presence?
My audience isn’t massive yet as I’m relatively new, but I’m proud of the reach I’ve already been able to make. The most important thing for me was to start out strong and professionally from the beginning. I assembled a team of talented creatives to start off with producing content which is showing off my brand identity and telling a story to the viewers. My brand showcases a lot of 3D artwork since its connecting nicely with the futuristic aspect of the style. When giving creative direction for the fashion videos I always try to have them look futuristic and bold. I remember when I sat down with the videographer to film my first collection, we planned to make 4 little movies, but I had only come up with 3 ideas. I told him for the last movie we don’t have to do anything wild or have a story. He told me everything needs a good story to stay in the viewers mind and intrigue them and that’s good marketing. It changed my way of thinking: that something that looks cool or pretty is enough. Everything needs a story to be told – always remember this! That’s why I’m also excited to reveal my Valentines Collection soon where the storyline and main inspiration is being heartbroken. Again, a clash instead of being lovey dovey there is sadness, anger, and a broken heart. My last suggestion would be in trusting social media advertisement. Even an investment from 2 dollars a day for 3 days can make a big impact. Most important is to know who your clientele is or who you want your clientele to be and market it specifically to those people. Same goes if you work with influencers. Don’t send your stuff to any influencer, only to the ones that match with your products and brand identity. It’s important to stay authentic.
Contact Info:
- Website: https://fragilebase.com/
- Instagram: @fragilebase
- Facebook: Fragile Base
- Other: Tik Tok: @fragilebase