Ivana Gogić: Navigating Fashion, PR, and the Art of Influence
From political science to the world of fashion and beauty, Ivana Gogić has forged a unique path that blends intellect with creativity. Born and raised in Vienna, Austria, with Croatian roots, her passion for fashion has been evident since childhood. Growing up with two older sisters and a mother whose timeless elegance inspired her, she developed a distinctive style that merges classic sophistication with modern trends.
Originally pursuing a career in education, Ivana studied political science, history, and Spanish before realizing her true passion lay in social media and PR. She completed her master’s degree while building a thriving dual career—working full-time in PR and establishing herself as a content creator. This unique perspective allows her to navigate the influencer industry from both sides, shaping her approach to branding and positioning. Collaborations with brands like Pandora, Dyson, and Sisley Paris continue to drive her ambition, but she remains grounded in the belief that success is about embracing the journey, not just chasing milestones. Beyond fashion and beauty, she hopes to inspire others by sharing her experiences, encouraging them to pursue what truly fulfills them. In this exclusive interview for L’Officiel Austria, Ivana Gogić reveals her insights on balancing careers, personal growth, and making an impact in the fashion industry.
What was the most memorable moment in the past 3 years for you?
Definitely, my wedding, in September 2023 in Opatija, Croatia. Having our families and friends together to celebrate our love was the most magical feeling. We were incredibly present in the moment and truly enjoyed the day. At some point, you realize that no matter what happens—whether the weather doesn’t cooperate or something unexpected comes up—it’s out of your hands. Luckily, everything went as we’d planned it. The key is to embrace it all and make the most of the moment. Marrying by the sea has always been our dream, and Opatija is such a special place in our home country. It couldn’t have been more perfect.
If you weren’t in this career, what alternate path do you think you’d have pursued?
I’m already working in two fields that are strongly connected with each other that completely fulfil me and really would call my dream jobs. If I need to choose something else, I think it would be more into the fashion industry, like a stylist or similar, since I love to play around with fashion and bring the best out of other people and love them to step out of their comfort zone and try out different styles.
What has been your proudest achievement so far, and why does it stand out to you?
Such an interesting question because lately, I’ve been thinking a lot about being proud of myself. I think that taking a moment every now and then to say to yourself that you’re proud is so important. We are often rushing from one achievement to another and being under constant pressure to be better, faster forgetting, reminding ourselves how far we’ve come. Right now, I’m proud of myself and how I’m balancing life this year. One of my biggest goals for 2025 was to organize myself better to be able to balance the work fields, having time for family and friends, and also taking care of myself and my personal goals.
What’s a surprising fact about you that most people wouldn’t guess?
People often assume my life is always fast-paced and glamorous (which, to be fair, it sometimes is), but I also deeply appreciate the little things. I love buying myself flowers, strolling through the city, and enjoying a quiet chai latte in the sun. Finding joy in simple moments keeps me grounded, and I truly believe that embracing everyday beauty brings positivity and energy.
How do you see the role of influencers changing in the next 5 years?
Believe influencers will continue to be an important medium alongside traditional print and digital media. However, with more and more creators emerging, it will become harder to stand out. To stay relevant, it won’t be enough to just follow trends—you’ll need to bring something unique, whether that’s a strong personal brand, deeper storytelling, or a fresh creative approach. The industry will evolve, and those who can adapt and innovate will thrive.
What’s the wildest or most unexpected place an idea for your content has come from?
My content ideas always start with a single spark—whether it’s an outfit, a mood, or even a specific song. I build everything around that initial feeling. If I hear a song from the ’90s, I’ll adapt my style to match that era and create a video that reflects its vibe. In general, I’m most inspired when I travel. Experiencing new places, cultures, and aesthetics always sparks fresh creativity.
Editing videos is a very sensitive process. It must either be done by someone you trust, or it requires careful involvement. Who handles the editing of your videos—your team, or do you do it yourself to ensure the result aligns perfectly with your expectations?
Content creation—both shooting and editing—is extremely time-consuming, and I think a lot of people underestimate how much effort goes into it. I still edit everything myself because I love having complete creative control. But I’m incredibly grateful for my husband and my closest people, who have supported me since the very beginning. Recently, I’ve also started working with a photographer and an assistant to help bring my vision to life.
Every year, more content creators emerge, each striving to achieve the best and stand out from the crowd. What is your strategy for staying unique and differentiating yourself in this highly competitive industry?
For me, the key is authenticity—although it’s an overused term in this industry, it’s still the most important value. I will never present myself as someone I’m not just to fit a certain image. While I naturally gravitate toward chic styles, I love experimenting with new trends and blending both—that’s simply who I am. I believe everyone has their own unique story to tell, and that’s what truly resonates with an audience. Professionalism is just as important, yet often underestimated in this industry. You might only get one chance to make an impression on a brand, and if you don’t take it seriously, that opportunity may never come again. Staying true to yourself while continuously evolving is what truly sets you apart.
