At Fashion Week, Serbian designers find a place on the Parisian catwalks thanks to the “Welcome to Paris” program

Svetlana Horvat : It is the biggest fashion week in Eastern and South-Eastern Europe. It is a mix of commercial and art sublimating ready-to-wear and haute couture. All the important designers, young talents and innovations can be seen there as it is a true fashion showcase. An integral part of the Novi Sad project – European Capital of Culture 2022 – Serbia Fashion Week promotes the interweaving of fashion and art, associating it with theater, opera, cinema and cultural heritage of Eastern European countries.

What is the history of Serbia Fashion Week ?
Serbia Fashion Week was launched in 2012 in Novi Sad, the second largest city in Serbia. Its 22nd edition was held from October 13 to 17, 2023 with 52 designers from 22 countries and, of course, Serbian designers.

When we envisioned our first fashion week, I never imagined how difficult it would be. There were a dozen of us, without any financial support, to set up one of the biggest fashion projects in Europe. Our only capital was our many friends in this sector in our country and abroad, especially in France. Few believed it, which is why I am always grateful to the sponsors and partners who supported us. Without the city of Novi Sad, we would not have been able to launch a project of this magnitude.

What are its particularities?
It seemed an impossible mission but with a lot of dedication, love and work, several of us, starting from nothing, managed to ensure that today, more than 300 people participate in its organization, including students of universities and academies in Serbia, and 15,000 to 20,000 people visit it. Each season, it welcomes between 50 and 60 designers. We gained the respect and trust of big names who came as guests to the SFW: Thierry Mugler, Anna Fendi, Kenzo Takada, Patrizia Gucci (granddaughter of Guccio Gucci), Agatha Ruiz de la Prada…

The SFW has signed cooperation contracts with more than 30 fashion weeks around the world and established a designer exchange program within the European Fashion Council.

What is this exchange program about?
I set it up 12 years ago. I signed contracts with 34 Fashion Weeks – Europe, Asia, United States, Latin America… Once a year, the SFW sends stylists to partner fashion weeks where designers benefit from a show of their collection and accommodation. All they need is a plane ticket. In exchange, the SFW welcomes these partner creators each year to help and encourage talents from around the world to develop and be visible.

The SFW organizes several competitions for young talents : National, international and “Ecolution” competitions. Esmod Paris has been participating in our competitions for more than 7 years with its students and representativesrepresentatives of its management were members of our jury.

So the SFW cultivates close relations with France?
Yes, in the field of culture, cooperation is very fruitful and synonymous with friendship and support with France. The SFW maintains close ties with fashion players in France. We have very good cooperation with the French Institute of Serbia and we carry out educational and artistic projects together. We even acquired the nickname “Serbia Fashion with the French taste” (Serbian fashion with French taste). Of the journalists and representatives of the French press, who came to the SFW, have writes that they felt the French spirit there.

The SFW management is made up of experts from Serbia and France?
Yes, since its beginnings. Today there is Eymeric François, French fashion designer and costume designer, Donald Potard (former CEO of Jean Paul Gaultier…) and president of the Serbia Fashion Awards, Marcellous L. Jones who launched the magazine TheFashionInsider.com, professor at the Sorbonne Nouvelle University in Paris. The last two members of the board of directors are Anita Ivkovic, head of national development of the SFW, and myself, the president.

What happened to the creators coming to “Welcome to Paris” in 2023?
The designers who presented their collections in 2023 are now developing internationally. They participate in many fashion weeks around the world and strengthen their position. This sector requires patience, continuity, perseverance and investment. They know that this is only the beginning of a path on which only the most persistent will achieve success.

How was the choice made? Bosko Jakovlevic, Suzana Peric, Natasha Perkovski and Alesari by Alexander Bratcher, present at “Welcome to Paris”, this season ?
Every year, the SFW management invites creators to apply for the “Welcome to Paris” program. After receiving their portfolios and the look book of their new collections, our artistic council makes the selection, judging the quality and innovation of their creations.

You have dedicated your life to fashion. You had your own brand ?
I worked for over 20 years as a fashion stylist, mainly in the leather industry. During my career, I have worked with fashion houses, I also had my own workshop and I received prestigious awards both in my country and abroad. When I started SFW, I ended my career as a stylist, which was a very difficult decision to make but I decided to focus all my attention and apply all my knowledge to helping and promote fashion designers.