Once a sign of rebellion and now a part of everyday style, tattoos have come a long way from the fringes to the mainstream of society.
What used to raise eyebrows and cause whispering behind people’s backs is now displayed with pride on hands, necks, and faces across generations. From a symbol of defiance, often associated with alternative subcultures, tattoos have become part of pop culture and everyday personal expression, equally present on red carpets, in offices, and on sports fields.
The popularity of tattoos is growing year after year, and trends are changing faster than ever thanks to social media and global connectivity. Although they have lost some of the mystique they once had, tattoos are still deeply symbolic. For some, they are lasting memories of loved ones, milestones, or personal victories, while others see them solely as an aesthetic addition, a way of adding stories, colors, and shapes to their body. Regardless of the design, every tattoo leaves a permanent trace of the time and emotion that inspired it, and tattoo artists become chroniclers of others’ identities, inscribed under the skin.
Numerals, Lions, and Tigers
Tattoo artists from Bosnia and Herzegovina agree that the designs people choose have undergone major changes in recent years. Ten or more years ago, Roman numerals, birth dates, infinity symbols, lions, and tigers were the most prevalent. Today, with the help of social networks and artificial intelligence, clients come with more diverse and personalized ideas.
“About half of people still believe that a tattoo should have meaning, while for others, aesthetics play the main role,” explains Amela Salihović, from Manzevaljac Tattoo. Minimalist linework, quick motifs and simple shapes are increasingly in demand, but more complex compositions and realistic elements still have a special place among tattoo enthusiasts.
Aleksandar Tomas notes that classic motifs are still repeated. “Lions are still everywhere. People come with very specific requests, how many lions they want, how they should stand, what color their eyes should be, almost as if they were ordering a piece of furniture,” said Aleksandar. He added that in recent years, interest in Greek and Norse mythology has grown, while Slavic mythology remains largely unexplored.
Azra Švrakić of Kazumi Tattoo has also observed another change, which she relates to the pace of modern life. Clients often come to her with photos they saw on Instagram, and she talks with them about their motives, the tattoo’s meaning, and how they might perceive it in five, ten, or twenty years. She explains to them that “skin is a permanent canvas and is not like clothes that you can replace.” Sometimes, they decide on a different design or adapt their original idea, while other times they stick to the initial plan.
“My goal is for each tattoo to be thoughtful and for the client to leave the studio feeling like they made the right decision,” Azra explained.
Tattoos in Bosnia and Herzegovina used to be a sign of belonging, whether ethnic, religious, or cultural. Today, such tattoos are rare. “Most young people see tattoos as a fashion accessory, not an expression of identity,” said Amela.
Aleksandar adds that for a small number of people, these symbols have authentic value, while others seek a quicker way to align themselves with a certain group, which they often regret later. “I see them after a few years, and they are looking for a way to cover it up. That’s when they realize that a tattoo is much more than just a momentary sense of belonging,” says Aleksandar.
Hana Muharemović believes that today’s youth express their identity through other channels, while they see tattoos more as an aesthetic game. “Even when they choose a traditional symbol, they often stylize it and transform it into a modern version. It’s a combination of the past and the present, but more for the look than the message,” Hana stated.
Tattoo Artists With a “Light” Hand
Although tattooing was once considered a man’s job, more and more women in Bosnia and Herzegovina are now holding a tattoo needle. Amela explains that her clients sometimes tell her that they feel safer with her, especially when they are getting tattoos in more intimate areas, and men say that she is “light-handed and pays more attention to detail.”
Azra, who is known for her avant-garde approach and willingness to experiment, has built a reputation that extends beyond the borders of Bosnia and Herzegovina. At conventions, she explains that people approach her out of curiosity and stay because of the energy she brings to her work. She doesn’t like rules that stifle her creativity, and she always tries to express what her client really wants to say through the tattoo, even when they can’t articulate it.
Hana is a younger tattoo artist, having entered the world of tattooing when she was barely eighteen. She says that many thought she wouldn’t be taken seriously, but the reality was just the opposite, with people appreciating her dedication and fresh perspective. She recalled one client who told her that she trusts her more than some older professionals because she saw that Hana cared about every detail.
Behind every finished tattoo are hours of preparation, concentration and patience. Tattoo artists rarely have a fixed schedule, and their day is often adjusted to the clients’ schedules. For many of them, working in a studio is not just a job but also a rhythm of life, in which creativity and discipline are intertwined day after day.
Azra starts her day at 6am. She uses the first hour to sketch out new designs and look for inspiration. She emphasizes that tattooing is not only a manual job, but also a mental one. “You have to be completely present. I work ten to twelve hours during peak season,” she said.
For Hana, the best thing about tattooing is when she can relax with people, but she also enjoys the challenge. When someone comes to her with an idea that goes outside the box, she says it “gets her going.” She’s learned that improvisation can result in the best work.
Social Perception: From Suspicion to Normalization
The development of industry, the availability of the internet and global trends have made tattoos more socially acceptable than ever before. It is no longer unusual to see “sleeves” in public places or tattoos on the neck and arms.
“In the Netherlands, I have seen people over fifty with sleeves that are twenty years old, and even public service workers with visible tattoos. It will take more time here, but we are moving in that direction,” said Aleksandar.
Amela adds that society no longer reacts hostilely to tattoos, but there are still workplaces where the rules are rigid. Visible tattoos are still unwelcome in certain sectors, but Amela is optimistic when she sees how younger generations are breaking down these barriers.
For some, a tattoo is a permanent work of art that carries a story on the skin and becomes an intimate reminder of a moment, person or feeling. For others, it is a fashion accessory that fits into the aesthetic currents of the moment and follows the trends shaped by social networks and popular culture.
“Young people today often choose what is popular at the moment, but tattoo artists also have the responsibility to educate them, to show them how a tattoo can be much more than a decoration. It’s an opportunity to tell a story through visual expression that will have the same weight ten years later as it did on day one,” Azra noted. She explained that the artist’s role is not only to transfer the design onto the skin, but also to help the client make a decision that they will continue to support as trends pass.
Hana adds that there will always be a divide between those who get tattooed for deeply personal reasons and those who do it because they like a certain design. “It’s important that the decision is made consciously, because the skin remembers everything. Maybe the design doesn’t have any meaning now, but will acquire it later, while with others, the stories will be there from the very beginning. Ultimately, the tattoo is always a part of us, no matter how we got it,” said Hana.
Clearly, tattooing in Bosnia and Herzegovina is no longer a hidden subculture. It is a public, visible, and increasingly diverse form of expression – a space in which past and present intertwine under the skin and in which every line, shadow, or color bears the traces of time and the stories of those who decided to draw them.
