Edisa Shahini

People November 6, 2019

“There were times when bloggers weren’t taken seriously, but now they are the primary contact when a brand wants to promote their product.”


As a keen traveller, Edisa, originally from Kosovo, loves the independence of running her own business, but always keeps a sharp eye on current fashion and lifestyle trends. Her belief is that beauty comes from the inside and everything will look after itself.

Please introduce yourself to our readers
I am the founder and editor of DisiCouture.com, a professional blog specializing in fashion, travel and lifestyle, boasting a loyal global audience. Born and raised in Kosovo, in South-East Europe, I moved to Vienna in March 2003 to study after graduating from high school

Tell us about your education.
I studied German Language and Literature as well as Communication Science at the University of Vienna. In 2009, I graduated with a Master of Arts degree in Linguistics, with a major in Language Science and minor in Communication

How did you get interested in fashion?
My interest in fashion began at an early age when I spent hours looking and reading my mother’s fashion magazines in the early 1990s. Editorial photography, campaigns and runway clothes always fascinated me

What are some of your childhood memories?
I have a lot of beautiful childhood memories, such as playing outside, being around family and friends. I was always creative and loved to draw and paint. My mother encouraged me to use my imagination and helped me to sharpen my creative talent even more by giving me tips about painting and different techniques. At the age of 12, I went to a tailor’s workshop and asked them if I could do a workshop during the summer break. They told me that it’s a workshop for adults, so I was allowed to go and watch. It was such a great pleasure to see everyone working and learning to make clothes. As I wasn’t allowed to participate, I tried to make dresses for my dolls at home and use the techniques I saw at the workshop

Tell us about your work experience.
After I graduated from my Master studies, I worked for the world’s largest security-oriented intergovernmental organization, first as an intern and then hired for an exciting project, where I learned a lot. However, after a year I knew that working for an NGO wasn’t my interest. I wanted to work in a PR agency or as an editor for a fashion magazine. I did both and created my blog. That was the moment when I knew what gave me joy and could see myself having a career in this field

Can you tell us about your blog, and what inspired you to start it?
In September 2010, I decided to start my blog about topics I was passionate about such as fashion, beauty and interior. In the beginning, I didn’t want to post pictures and thought I would keep it as an online magazine. But my readers asked me to show more personal posts, and after a year, I decided to post individual street style articles. This was a breakthrough as I started to realize how blogging worked and how important it is to share personal content. So the reason and what inspired me to start a blog was to encourage and inspire readers globally

How do you decide which brands to partner with?
I receive collaboration requests every day. The first thing I do is to check their website, get informed about the brands’ history/philosophy, research, read reviews (if it’s about a product) etc. So it all depends on the brand, if it’s appropriate for me, whether the brand fits my style and if the products are something I would buy

How has fashion PR changed in recent years?
I think it has changed a lot in that fashion PR is investing more in online media than print. There were times when bloggers weren’t taken seriously, but now they are the primary contact person when a brand wants to promote their product. So it’s overall more professional, and gets bigger every year

How would you describe your style?
Sophisticated simplicity with a twist of timeless elegance

Where do you get your inspiration for new trends and fashion?
I get inspired from everywhere. From runway shows to street style, from movies to artists. But I also get inspired by old timeless movies than from new trends that come and go

One beauty tip that you live by?
Beauty comes from the inside, and then whatever we do to maintain our outer beauty. My main tips to look younger and to feel beautiful are a night of good sleep, healthy diet, exercise and to control daily life stresses. If we can practice all these, the glow will come itself

Favorite travel destination of all time?
A tough question to answer, but I would say, anywhere in Asia is always my favorite travel destination

Go-to outfit?
A pair of classic blue jeans and a button-down white shirt. Paired with slingback pumps and a designer bag

What are your three favorite trends at the moment?
Clinched suiting, coats with super-long hems, and small bags

What do you think will be the big hits fashion wise for the coming season?
Big bags, corsets, colorful leather, rope belts, two-tone clothes

Can you please share with us a “day in the life”?
My day usually starts at 6:30am with warm lemon water, and after 30 minutes, I love to have my first coffee and check my emails. Meanwhile, I create my To-Do list for the day, and so start my day either working or organizing something. My days aren’t always the same, and that’s the best part of being independent and having your own business

What do you splurge on?
I spend on travel rather than on clothes. I learned to invest wisely and not just because it’s currently a trend or I need to have certain things in my life

Do you have any fashion rules when putting an outfit together?
No, I don’t because I have developed my style and I know what suits me the best

What do you do when you are not writing or working on social media?
I love to workout and meet friends

Best moment of 2019 so far?
That my brother and my sister-in-law are expecting their first child

Your message for us at CiiN
Thank you for this wonderful interview. I wish you all the very best of success and good luck with new issues of CiiN


Photographer: Anya Sandul (@annasndl)

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