Today, we welcome Ana Maria Ricov, an accomplished Croatian fashion designer with nearly two decades of experience in the industry. Ana Maria’s creative journey began in Zagreb, where she graduated from the Faculty of Textile Technology, and her career has since blossomed into a celebration of beautiful designs. Her work transcends trends, focusing on craftsmanship, innovation, and personal storytelling.
In addition to her renowned fashion brand, Ana Maria Ricov, she has also ventured into the world of pet fashion with her line, Shibesu, which blends style and functionality for our furry companions. From drawing inspiration at a young age to carving a niche that bridges human and pet fashion, Ana Maria’s story is as inspiring as her designs.
Join us to get to know her creative process, the inspirations behind her collections, and her advice for aspiring designers and travellers. Welcome, Ana Maria!
Ana Maria, could you introduce yourself in a few sentences for our international Erasmus OLS audience? Tell us a little bit about yourself.
I graduated as a fashion designer from the Faculty of Textile Technology in Zagreb, and ever since, I have dedicated my career to fashion design, working in the industry for almost 20 years. Fashion is not just my profession; it’s my passion and a way of life. I am an introverted person by nature, and my work allows me to express myself creatively while spending a lot of time in deep reflection, research, and imagination—something I truly enjoy. I find fulfilment in the behind-the-scenes aspects of design, where I can focus on craftsmanship, detail, and innovation.
What inspired you to become a fashion designer? Do you remember the moment when you knew this was your path?
My love for fashion started very early. I was around 5 or 6 years old when I attended a fashion show by Matija Vuica, and I was completely mesmerised by everything—the clothes, the atmosphere, the creativity. 35 years have passed since then. At the same time, I spent a lot of time crocheting dresses for my dolls with my grandmother, which nurtured my appreciation for handmade craftsmanship. I also loved drawing clothing designs, and over time, these small moments all connected into a clear passion for fashion. Looking back, it feels like an organic journey that led me exactly where I was meant to be.
Your designs have a distinctive aesthetic. How would you describe your style in three words?
Eclectic, subtle, timeless.
Fashion trends constantly change. How do you balance staying current with staying true to your vision?
I always prioritise staying true to my vision and aesthetic over following fleeting trends. Trends come and go, but I believe in creating pieces with longevity clothing that remains relevant and wearable beyond just one season. Since I don’t design based on trends, my clients also don’t depend on them, which creates a unique relationship between my work and the people who wear it. My goal is always to maintain a timeless appeal while still evolving creatively.
Your collections often carry a story. Can you tell us about your latest one? What inspired it?
I draw inspiration from a variety of sources- people, events, nature, and often Japanese aesthetics. My most recent collection was inspired by the concept of “flow.” I explored the idea of movement through curvilinear lines in the cuts and silhouettes, suggesting fluidity and organic motion. This theme was further emphasised through contrasting color choices, as well as variations of the same tones to create a sense of depth and continuity.
You recently created Shibesu, a unique fashion line for dogs. What sparked this idea?
The idea for Shibesu came to life during the COVID-19 pandemic, but its roots go back much earlier. I have always loved dogs and couldn’t imagine life without one. My Irish Setter, Shiba, is quite sensitive to the cold, so I needed to find a warm coat for her. However, I wasn’t satisfied with what was available in stores—nothing seemed functional or stylish enough. That’s when I decided to design a dog winter coat and a raincoat myself.
At the time, I also wanted a jacket in a matching pattern with my Shiba's jacket, and that's how the idea came about. Years later, when the pandemic affected my main brand, Ana Maria Ricov, and demand for occasion wear declined, I saw it as the perfect opportunity to develop Shibesu into a full brand. People were spending more time outdoors, and there was a clear need for functional yet stylish outerwear for dogs. Launching Shibesu was one of the best decisions I made, as it allowed me to combine my love for design with my love for dogs.
How does designing for pets differ from designing for people? Were there any unexpected challenges?
The approach to design is actually quite similar, especially when it comes to pattern-making and functionality. However, with pets, comfort is an absolute priority. Dogs are very sensitive to how clothing fits, and even the smallest discomfort can make them reject wearing it. That meant I had to be extra careful with fabric choices, seams, and overall fit. It was an interesting challenge to translate my experience in human fashion into designs that cater to the movement and needs of animals.
How would you describe the essence of European fashion? Do you think there’s a common aesthetic, or is each country completely unique?
European fashion is incredibly diverse, yet it carries an underlying sense of craftsmanship, quality, and heritage. Each country has its own unique aesthetic. Paris is known for effortless chic, Italy for luxurious tailoring, and Scandinavia for minimalism, to name a few—but they all share a deep respect for design traditions and innovation. What makes European fashion stand out is this blend of history and modernity, where classic techniques meet contemporary creativity.
Which European cities inspire you the most when it comes to fashion and design?
Paris, Rome and Copenhagen.
Do you think Croatia has a strong fashion identity? How would you describe it?
I would say that Croatia’s fashion identity is still evolving, but in a good way. While we don’t have a dominant signature aesthetic like some larger fashion capitals, Croatian designers are gaining recognition for their unique approaches—often balancing tradition with modern design.
If you could collaborate with any European designer, past or present, who would it be and why?
There are so many designers and fashion houses I admire, and I would love to collaborate with brands like Proenza Schouler, Kenzo, Marni, Delpozo, Celine, Altuzarra, etc.. Each of these brands has a distinctive approach to fashion that resonates with me—whether it’s Proenza Schouler’s modern elegance, Kenzo’s playful patterns, Marni’s artistic spirit, or Delpozo’s sculptural forms. I love designers who create pieces that are wearable yet bold, artistic yet functional, and I see elements of my own design philosophy in these brands.
You love to travel—what are your favorite European destinations?
Tuscany, Côte d’Azur, Barcelona, Sicily, Portugal, Dolomites and so much more.
Do you have a favourite city where you could imagine living one day?
If I were to choose a larger city, it would be Florence or Rome. Among smaller towns, San Gimignano has always had a special charm for me.
You’re passionate about hiking. Can you share some of your favorite hidden hiking gems in Croatia?
Hahlići above Rijeka and Risnjak National Park. They’re not completely hidden, but they are stunning places for nature lovers.
And what about Zagreb? Are there any lesser-known nature spots near the city that you’d recommend?
Jelenovac Forest Park is a great hidden gem, and of course, Sljeme offers many beautiful trails, some of which are less frequently visited.
You travel a lot and meet people from different cultures. How important is language in connecting with people?
Language is absolutely essential for connection. It opens doors, fosters understanding, and allows for deeper interactions with people from different backgrounds.
If you could instantly become fluent in any language, which one would it be and why?
Portuguese! It has such a beautiful, melodic sound, especially in music. Also, it suits my speech pattern well—I can’t pronounce the letter “r” correctly in Croatian, and in Portuguese, the pronunciation is quite similar to how I naturally say it!
Is there a particular phrase or word in Croatian that you love and use often?
“Pomalo” and “Niš’ se ne brini, sve bu dobro” (which means “Take it easy” and “Don’t worry, everything will be fine”). Interestingly, these phrases are the opposite of my natural temperament, so I use them almost as a mantra to calm myself down.
Many young people dream of working in fashion. What advice would you give them?
Perseverance, consistency, and the determination to keep going, especially when it’s toughest. Fashion is not an easy industry, but if you’re passionate, stay committed, and keep evolving, you’ll find your place.
What’s next for you? Any exciting projects on the horizon?
A lot! In the near future, I’m working on new collections for both Ana Maria Ricov and Shibesu. There are always new ideas in development!
Thank you for taking a moment to read Ana Maria's story! We'd love to hear your thoughts or anything you'd like to share—drop a comment below!
In addition to her renowned fashion brand, Ana Maria Ricov, she has also ventured into the world of pet fashion with her line, Shibesu, which blends style and functionality for our furry companions. From drawing inspiration at a young age to carving a niche that bridges human and pet fashion, Ana Maria’s story is as inspiring as her designs.
Join us to get to know her creative process, the inspirations behind her collections, and her advice for aspiring designers and travellers. Welcome, Ana Maria!
Ana Maria, could you introduce yourself in a few sentences for our international Erasmus OLS audience? Tell us a little bit about yourself.
I graduated as a fashion designer from the Faculty of Textile Technology in Zagreb, and ever since, I have dedicated my career to fashion design, working in the industry for almost 20 years. Fashion is not just my profession; it’s my passion and a way of life. I am an introverted person by nature, and my work allows me to express myself creatively while spending a lot of time in deep reflection, research, and imagination—something I truly enjoy. I find fulfilment in the behind-the-scenes aspects of design, where I can focus on craftsmanship, detail, and innovation.
What inspired you to become a fashion designer? Do you remember the moment when you knew this was your path?
My love for fashion started very early. I was around 5 or 6 years old when I attended a fashion show by Matija Vuica, and I was completely mesmerised by everything—the clothes, the atmosphere, the creativity. 35 years have passed since then. At the same time, I spent a lot of time crocheting dresses for my dolls with my grandmother, which nurtured my appreciation for handmade craftsmanship. I also loved drawing clothing designs, and over time, these small moments all connected into a clear passion for fashion. Looking back, it feels like an organic journey that led me exactly where I was meant to be.
Your designs have a distinctive aesthetic. How would you describe your style in three words?
Eclectic, subtle, timeless.
Fashion trends constantly change. How do you balance staying current with staying true to your vision?
I always prioritise staying true to my vision and aesthetic over following fleeting trends. Trends come and go, but I believe in creating pieces with longevity clothing that remains relevant and wearable beyond just one season. Since I don’t design based on trends, my clients also don’t depend on them, which creates a unique relationship between my work and the people who wear it. My goal is always to maintain a timeless appeal while still evolving creatively.
Your collections often carry a story. Can you tell us about your latest one? What inspired it?
I draw inspiration from a variety of sources- people, events, nature, and often Japanese aesthetics. My most recent collection was inspired by the concept of “flow.” I explored the idea of movement through curvilinear lines in the cuts and silhouettes, suggesting fluidity and organic motion. This theme was further emphasised through contrasting color choices, as well as variations of the same tones to create a sense of depth and continuity.
You recently created Shibesu, a unique fashion line for dogs. What sparked this idea?
The idea for Shibesu came to life during the COVID-19 pandemic, but its roots go back much earlier. I have always loved dogs and couldn’t imagine life without one. My Irish Setter, Shiba, is quite sensitive to the cold, so I needed to find a warm coat for her. However, I wasn’t satisfied with what was available in stores—nothing seemed functional or stylish enough. That’s when I decided to design a dog winter coat and a raincoat myself.
At the time, I also wanted a jacket in a matching pattern with my Shiba's jacket, and that's how the idea came about. Years later, when the pandemic affected my main brand, Ana Maria Ricov, and demand for occasion wear declined, I saw it as the perfect opportunity to develop Shibesu into a full brand. People were spending more time outdoors, and there was a clear need for functional yet stylish outerwear for dogs. Launching Shibesu was one of the best decisions I made, as it allowed me to combine my love for design with my love for dogs.
How does designing for pets differ from designing for people? Were there any unexpected challenges?
The approach to design is actually quite similar, especially when it comes to pattern-making and functionality. However, with pets, comfort is an absolute priority. Dogs are very sensitive to how clothing fits, and even the smallest discomfort can make them reject wearing it. That meant I had to be extra careful with fabric choices, seams, and overall fit. It was an interesting challenge to translate my experience in human fashion into designs that cater to the movement and needs of animals.
How would you describe the essence of European fashion? Do you think there’s a common aesthetic, or is each country completely unique?
European fashion is incredibly diverse, yet it carries an underlying sense of craftsmanship, quality, and heritage. Each country has its own unique aesthetic. Paris is known for effortless chic, Italy for luxurious tailoring, and Scandinavia for minimalism, to name a few—but they all share a deep respect for design traditions and innovation. What makes European fashion stand out is this blend of history and modernity, where classic techniques meet contemporary creativity.
Which European cities inspire you the most when it comes to fashion and design?
Paris, Rome and Copenhagen.
Do you think Croatia has a strong fashion identity? How would you describe it?
I would say that Croatia’s fashion identity is still evolving, but in a good way. While we don’t have a dominant signature aesthetic like some larger fashion capitals, Croatian designers are gaining recognition for their unique approaches—often balancing tradition with modern design.
If you could collaborate with any European designer, past or present, who would it be and why?
There are so many designers and fashion houses I admire, and I would love to collaborate with brands like Proenza Schouler, Kenzo, Marni, Delpozo, Celine, Altuzarra, etc.. Each of these brands has a distinctive approach to fashion that resonates with me—whether it’s Proenza Schouler’s modern elegance, Kenzo’s playful patterns, Marni’s artistic spirit, or Delpozo’s sculptural forms. I love designers who create pieces that are wearable yet bold, artistic yet functional, and I see elements of my own design philosophy in these brands.
You love to travel—what are your favorite European destinations?
Tuscany, Côte d’Azur, Barcelona, Sicily, Portugal, Dolomites and so much more.
Do you have a favourite city where you could imagine living one day?
If I were to choose a larger city, it would be Florence or Rome. Among smaller towns, San Gimignano has always had a special charm for me.
You’re passionate about hiking. Can you share some of your favorite hidden hiking gems in Croatia?
Hahlići above Rijeka and Risnjak National Park. They’re not completely hidden, but they are stunning places for nature lovers.
And what about Zagreb? Are there any lesser-known nature spots near the city that you’d recommend?
Jelenovac Forest Park is a great hidden gem, and of course, Sljeme offers many beautiful trails, some of which are less frequently visited.
You travel a lot and meet people from different cultures. How important is language in connecting with people?
Language is absolutely essential for connection. It opens doors, fosters understanding, and allows for deeper interactions with people from different backgrounds.
If you could instantly become fluent in any language, which one would it be and why?
Portuguese! It has such a beautiful, melodic sound, especially in music. Also, it suits my speech pattern well—I can’t pronounce the letter “r” correctly in Croatian, and in Portuguese, the pronunciation is quite similar to how I naturally say it!
Is there a particular phrase or word in Croatian that you love and use often?
“Pomalo” and “Niš’ se ne brini, sve bu dobro” (which means “Take it easy” and “Don’t worry, everything will be fine”). Interestingly, these phrases are the opposite of my natural temperament, so I use them almost as a mantra to calm myself down.
Many young people dream of working in fashion. What advice would you give them?
Perseverance, consistency, and the determination to keep going, especially when it’s toughest. Fashion is not an easy industry, but if you’re passionate, stay committed, and keep evolving, you’ll find your place.
What’s next for you? Any exciting projects on the horizon?
A lot! In the near future, I’m working on new collections for both Ana Maria Ricov and Shibesu. There are always new ideas in development!
Thank you for taking a moment to read Ana Maria's story! We'd love to hear your thoughts or anything you'd like to share—drop a comment below!