While looking through this month’s edition of Apartamento magazine I came across the work of Serbian designer Ana Kraš. However I didn’t find her work within the magazine’s editorial, it was actually featured on the above full page advert for American Apparel. It would seem that those clever advertising people at American Apparel’s headquarters have struck upon the idea of sharing their advertising space in design magazines with young, up and coming designers such as Ana Kraš - I suppose in the hope that some of Ana’s cool factor will rub off onto their brand. (It also helps that she’s ridiculously beautiful).

Intrigued I went to have a look at her website. At first I wasn’t sure if she was a genuine designer or whether she had been invented by American Apparel - her product photography does fit remarkably well with their own branding. However I’m pleased to say, after a quick bit of research, I can confirm that she is a real designer and reassuringly, I seem to be one of the last to pick up on her work.

Ana was born and raised in Belgrade but now lives and works in LA, which explains the American Apparel connection. Her furniture designs are down to earth, crafted pieces that are both practical and playful at the same time. Her Ksilofon clothes rack, made from oak poles and plywood panels, was inspired by her friends who asked her to design a simple wooden clothes stand as an alternative to the cheap plastic and steel versions already on the market. Ksilofon means xylophone in Serbian and refers to the colourful panels that form the bottom shelf.

I especially like her Bonbon lamp, which is made from a steel frame lampshade that has been bound with colourful string.

Ana is also a talented photographer and illustrator; hence the ultra cool grainy product shots and effortless retro-kitsch styling.

- A.Morris