Emma Milićević

As a second-generation immigrant, my work explores the complexities of bicultural identity

and the ways pop culture impacts our memories and creates a sense of belonging. For my

graduation project I explored the idea of the mascot in its true, original meaning, namely: a

good luck charm. My first memory of a personal mascot is a signboard I had in my room,

which had the logo of an ice cream brand on it together with its mascot. This commercial

object was particularly meaningful to me as it was a piece of my own cultural heritage that I

could keep with me.

 

I believe there is much more to mascots than their commercial value and replicability: they

are powerful symbols of memories and experiences that we cherish and want to hold onto.

These symbols can take on the form of decorations and objects, and carry traditional

elements.

 

My work focuses on the intersection of visual communication and popular culture to create a

new way of perceiving culture, foster a sense of togetherness and belonging, and share the

personal and cultural significance of mascots. I do so by first creating collages of found

images, then explore how these communicate with each other, and then create physical

translations of them, such as garments and prints. In my work, I hope to shed light through

clothing pieces as references to these mascots and good luck charms, making them even

more tangible to carry with us.

 

Lookbook photography by Giovanni Salice