Hanan Besovic, known on Instagram as @ideservecouture, is redefining the role of a fashion commentator by focusing on upliftment rather than seeking fame or followers. During a recent visit to Hong Kong, he stated, “I’m here to uplift and spread the gospel of fashion,” emphasizing his unique approach to commentary that blends humor and insight. With over 500,000 followers eager for his take on the latest trends, Besovic’s style leans more towards the relatable musings of a trusted friend than the dry critiques typical of fashion journalism.
Attending events like the recent Virtuose: The Artistry of Couture 2025 show in Hong Kong, Besovic brings a fresh perspective, rooted in a love for the art of fashion, rather than the competitive spirit that often characterizes the industry. He cleverly describes his educational background in humor and satire: “PhD in meme, master’s degree in throwing shade, minor degree in fashion,” highlighting his unique blend of comedic influences, drawing from iconic figures like Joan Rivers and Kathy Griffin.
Having grown up in Croatia and now living in Palm Beach Gardens, Florida, Besovic finds comfort and balance away from the elite circles of fashion. He enjoys the company of older women who, despite their wealth, focus less on fashion itself, providing him with a refreshing perspective. “They can afford luxury pieces… they just don’t care about it as much as I do,” he quips, reflecting his appreciation for a more laid-back approach to fashion.
Besovic is not shy about his opinions, unapologetically addressing the pressures within the industry to conform to popular opinions often influenced by advertising dollars. “The worst thing in fashion to do is have an opinion,” he notes, critiquing the ego-driven nature of the industry where individuals often shy away from authentic expressions for fear of stepping on toes. Yet, he refrains from crossing into cruelty, preferring to uphold a standard of insightful criticism that aims high rather than sinks into snark.
With his deep-rooted understanding of the industry paired with a commitment to humor and honesty, Besovic is carving out his niche as a vital voice in fashion discourse, reminding us that joy and authenticity can thrive amid an often superficial world.