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A COMPLETELY NEW GUISE

The Fashion Studio Click and Hypo Alpe Adria Fashion Week have an idea how to “improve” the life quality of Belgrade and of all the spectators who will enjoy 17 th Fashion Week taking place from 19 th till 25 th April.

Doda Komad

Iva Stefanović

Extreme Intimo

PS Fashion

Tommy Hilfiger

FILA

***** L Thierry Le Pin (Paris)

JSP - Jelena i Svetlana Proković

Boris Nikolič

Boris Nikolić

KENT EXPLORA SHOW - Irena Grahovac

KENT EXPLORA SHOW - Sonja Krstić

KENT EXPLORA SHOW - Predrag Nerić

KENT EXPLORA SHOW - Valentina Obradović

KENT EXPLORA SHOW - Ivana i Jelena Stevančević

Hypo Aple Adria Bank supports the most important fashion event in the country for the third time in row, thus offering “hyper” possibilities to its participants: those who were building their reputation at previous Fashion Weeks, and who are going to present everything they have achieved up-till-now; fashion houses who are going to strengthen their positions on the local fashion market; young lions who are going to demonstrate their creative ideas. All together, they will try to make a true fashion centre, similar to New York or Paris, out of Belgrade at least for a week.

Thanks to Kent Explora Award for Innovation and the Fashion Studio Click, spirit of innovation, creativity, freedom and modern life values will come to Belgrade straight from the aforementioned cities. Thanks to Kent Explora Award which was established at the previous Fashion Week, Jelena and Svetlana Prokovic, the last year’s winners, and Nenad Radujevic, the initiator of the Belgrade Fashion Week, have been to New York and Paris in February this year.

They have brought some fresh ideas, new guise and ambient in which 17 th Hypo Alpe Adria Fashion Week will be held. Traditionally, the Belgrade InterContinental Hotel will be a good host to all aficionados of fashion and fashion business.

This year’s Fashion Week will be inaugurated in the scope of the Days of Belgrade under the slogan “Belgrade Forever” that will be held from 16 th till 19 th April in the organisation of the City Assembly of Belgrade, which is a patron of the Belgrade Fashion Week together with the Ministry of Trade, Tourism and Services in the Government of the Republic of Serbia this year as well.

YES LONDON (Italy)

Bojana Ilić

Kent Explora Award for Innovation will be given for the second time in row at this year’s Fashion Week. New and unusual things, interesting and extraordinary solutions are basic elements of fashion design. That is why fashion ceases to be just an industry for a moment and becomes art again. A special Kent Explora Fashion Show, where designers will present their creative ideas, lucidity and combinations of incompatible elements and then go on an exciting journey, will be held in the scope of the Belgrade Fashion Week.

Around 40 fashion designers will show their collections in the spring edition of the Fashion Week. When world-renowned designers are at issue, the public will be pleasantly surprised again. Inspired by five-star hotels, a new trendy Parisian brand *****L (cinq etoile luxe, or, five-star delux), whose men collection was designed by Thierry Le Pil, will thrill our fashion lovers with its interesting conceptual approach towards contemporary fashion.

In the scope of the programme segment called “New Tendencies”, some young and talented designers will present their fresh and ideas that our “weary” fashion industry indeed need at this point. And fashion would not be what it is if it did not bring a breath of fresh air.

Some laymen might say that fashion constantly brings back what was “fashionable” ten or twenty years ago. To them, it might seem that way. But, small, yet necessary fashion details enable us to perceive things in a different way. Perhaps, the additional programme of 17 th Hypo Alpe Adria Fashion Week could help us find some new ideas in order to be as original and recognisable as exquisite wines produced by “Čoka” Winery. This company will support the official opening of the Fashion Week, when Doda Komad, a doyen of our fashion scene, if we may say so, and Iva Stefanovic, a talented designer who will certainly mark the future of our fashion, will present their latest collections.

Katarina Puzić

Ana Ljubinković

Marina Milovanović

Regardless of all the difficulties, there will be a plenty of author collections on the programme of this year’s Fashion Week, as well as famous world brands, such as Tommy Hilfiger and Fila, and some successful local fashion companies, such as PS Fashion and Jasmil with its recognisable underwear brand – Extreme intimo. At the very end, the world leader in cosmetic industry – L’Oreal Paris will support Jelena and Svetlana Prokovic in their aspiration to position their brand JSP among those prosperous forces on the market.

Beauty is an imperative today. To be fashionable, too. Fortunately, modern technology has made our task easier in overcoming those obstacles. Max Factor and Redken will look after radiant beauty of our models.

In keeping with the time we are living in, the Fashion Studio Click will join a campaign called “Against People Trafficking” again, which was launched in collaboration with MTV Foundation, the non-government organisation Astra and TV Pink last year. Films shot for this campaign in Belgrade last year and hosted by Helen Kristensen, a top model, will be shown before every show at the Fashion Week, and premiered on TV Pink in our country and on MTV Europe on 13 th May 2005.

The first issue in the Serbian language of the famous fashion magazine “ELLE” will be presented during the Belgrade Fashion Week. This magazine appeared on our market thanks to the high quality of our Fashion Week that has been bringing Belgrade closer to the world fashion centres for years now.

Fashion is a huge business in the world. It brings enormous profits to the countries that are very successful in this domain. In our country, if we observe fashion as business, it is as unstable as the period of transition we are living in. Transition extremely affects the quality of our lives because the lack of money does not allow us to enjoy fashion the way we want. Nevertheless, no one can deny us the right to hedonistically enjoy beautiful things and be close, if only “in spirit”, to New York or Paris just for a while. Money is not everything; there is something in excellent and original ideas. Therefore, welcome to 17 th Hypo Alpe Adria Fashion Week.

IMPRESSIONS

Ruska Bergman – fashion editor and NY stylist
Belgrade Fashion Week was brilliant. We saw many young and gifted people. No matter harsh economic situation they showed they have ideas. I have to say that you were wonderful hosts entertaining me the best possible way and inviting me to open 17 th K.HYPO ALPE ADRIA FASHION WEEK. I thank to everyone for giving me the possibility to see what is happening here in fashion field and to take part in awarding KENT EXPLORA award for innovation. I want to greet all designers this way who did their best to make the best. I hope Belgrade Fashion Week will be getting better and better because it has great creative potential and great people. Stevancevic sisters really excited me. They showed fashion is something individual which needs to be marked with personal stamp. Their style was so powerful that brought them Kent Explora award for innovation. Fashion is not a matter of trend but diversity and individuality and Jelena and Ivana proved that. World wide success does not stand imitation, it demands originality. It doesn't matter so much what design is, what matters is that items to be wear have style, just like in the case of Jackie O. That is what distinguishes us from the others. Anything else one can buy, but this not.

Thierry Le Pin – fashion designer form Paris
I think that Fashion Week organization was exceptionally professional as at any other Fashion Week in the world. I experienced a big deal of positive energy and wonderful atmosphere. Things are going in good direction. We attended fashion shows of Belgrade designers, New Tendencies and Boris Nikolic, and we liked it a lot.

Ana Grebec

Tijana Cvetković

Irena Misovic – fashion editor of Glorija magazine
Fashion Week is making an effort to progress from season to season despite very harsh economic situation in the society as a whole. Textile industry suffers serious crisis and young designers feel that the most. Unfortunately, our women do not have tradition to buy domestic designers and I am afraid that even awarded designers will become top designers under somebody else's flag. I hope the next Fashion Week in Belgrade will be a bit financially stronger, that young designers will have more material funds on disposal to express their creativity. I hope that sponsors will recognize that they could find a great publicity for themselves in these kind of actions. That's why Fashion Week exists.

I have to express my pleasure for being in situation this year as in the previous to take part in Kent Explora Award voting. Jury consisted of Ruska Bergman, fashion editor and stylist from NY, Doda Komad, professor at the Faculty of Applied Arts, Igor Todorovic, fashion editor of Cosmopolitan and myself had a very hard task.

I believe we chose the best two models and we are very pleased because Stevancevic sisters demonstrated they know a lot and that they invested a huge effort in their work. There were a lot of hand made items, a lot of innovations and everything else Kent Explora Award for innovation demands. It was a wonderful fusion of all those things which make an art of a fashion. Something between urban, modern, trendy and old fashioned. I have to say we reached an unanimous decision. They demonstrated all that should represent new fashion tendencies because the point of not only Kent Explora Award for innovation but of top designers too is to have idea of what is up-to-date for the upcoming season.

Richard Nic – Kent Explora manager
I am new in here and therefore can not compare this Fashion Week with the previous ones but I liked what I saw and we hope the next time will be even better. We are very pleased with these 15 designers who took part at the special fashion show for Kent Explora Award for innovation. We hope that next time even more designers will be in the competition. I am pleased with the choice made. Although I do not know much about fashion I have trust in the jury who made a decision.

Zoran Budobric – marketing manager of Hypo Alpe Adria Bank
At the very end of the Fashion Week I would like to repeat what I said at the beginning: Hypo Alpe Adria Bank is satisfied with the organization of this event, and more than that. Our bank support numerous cultural events and Fashion Week we supported because it represents the most important fashion event in the country. I attended a few fashion shows which were very crowded. There were many people there from all walks of life – young, old, social, professional. It's very interesting to see something like that. We had guests, colleagues from Austria, where our head office is. They were literally amazed with what they saw. Out of all fashion shows I would distinguish the ones of Bojana Ilic and Bata Spasojević. Their message is very strong and interesting. We are looking forward for the 18 thHypo Alpe Adria Fashion Week which will be organized in autumn.

Simon Goff – manager of the Exit campaign
Belgrade fashion is great. We attended a few fantastic shows. It is great to be back here. It's great we joined with MTV Style team this time. Thus viewers will be able to compare what is going on at the Belgrade fashion shows and the rest of the Europe. At the same time we succeeded in sending a message about people trafficking to the broadest public. Click and Nenad are doing the great job. I know they work hard and I am very impressed by the quality and standards demonstrated at the Fashion Week. Anti trafficking action we support from many reasons. That's a very important thing for the women all around Europe. I believe MTV has a special role in awareness rising so that these things could be prevented. That is what we tried to do with these five movies which were premiered at the Belgrade Fashion Week. I hope our cooperation with Astra, Pink TV and Fashion Week will contribute to the fight against people trafficking.

Ana Vasiljević i Nevena Arsić

Vasilije Kovačev

Bosko Jakovljevic – TV host
As for me, the quality of this Fashion Week was in great number of author's collections. The situation in fashion and the country is as it is. The most important thing is there were many fashion ideas here. I liked the show of Doda Komad, Jelena i Svetlana Prokovic and, of course, I am more than pleased with the winners of Kent Explora Award for innovation as I think that Stevancevic sisters are among most gifted domestic designers. The only reason Stevancevic sisters still did not take the position they deserve is their modesty.

Ivana Markovic – PR manager of Čoka wine cellar
We are satisfied with what we did at the first place but with the Fashion Week in general, with the way fashion shows were presented. At this moment it is very important to me that Čoka wine cellar is heard of. That those who already knew about us are reminded of and those who didn't know our company, our work and new brand Voodoo which sponsored the New Tendencies fashion show get to know for us. We are satisfied with both, shows at the opening and our promotions.

Tamara Bakic – fashion editor of Ilustrovana Politika magazine
I believe this was the best Fashion Week so far. It was deverse. There were young designers, guests from abroad and domestic names already known and affirmed. I liked a lot everything I saw. I think Ruska Bergman's visit to Belgrade Fashion Week was of particular significance. As a stylist of world reputation she gave a special seriousness and worldly atmosphere to this very important event in our city. All collections were good and what I particulary liked is a new setting where 17 thHYPO ALPE ADRIA FASHION WEEK was hold. Tennis courts of Belgrade InterContinental resembled the places were fashion shows are organized in world wide capitals. Congratulations to the Click Fashion Studio for the organization and presentation of Fashion Week. I have to admit that my favorites for Kent Explora Award were Pedja Neric and Bata Spasojević and as for Stevancevic sisters I sincerely wish success to them and I hope they will become well known and outside our country. At the end I must not forget Fashion Accessories Exhibition 'cause fashion would not be what it is without it. I specially fancied the shoes designed by Ivana Desnica.

Marina Kosanovic – editor in chief of Elle magazine
I will probably repeat myself with some of my statements and statements of many others who regularly attend Fashion Week. So, after this 17 th season it is completely clear even to the greatest skeptics that Belgrade Fashion Week is something really necessary to this city. Not only concerning fashion. I have always asserted that FW is fantastic piece of mosaic of this city which gave it a level of world metropole. It is definitely clear that what Fashion Week did for the fashion realm of this country, authors, even those professions unknown to the public such as stylists, fashion journalists, photographs, make-up artists ... is of priceless importance for completing of what may be called a fashion scene. Above all, the best fashion scene in region. I think that Belgrade as well as Click Fashion Studio can be absolutely proud of that. The 17 th edition of Fashion Week confirmed that for sure. It is interesting to see so many different collections within one week, things people do abroad and stars to be. But what fascinates me the most is inexhaustible energy and talent which this fashion scene, its well known and future names have. It would be too modest from me if I say that's too valuable. I believe Click Fashion Studio, Nenad Radujevic and all people who worked 24 hours per day since the beginning of the manifestation, deserve all congratulations.

Marija Kranjc – fashion editor of Bazar magazine
This, 17 th Fashion Week, confirmed once again to be the most important fashion event in the country. Thanks to the persistence of Click Fashion Studio public had a chance to see what is going on at the domestic fashion scene. This Fashion Week presented authors of very different sensibilities. BAZART fashion award which was established four seasons ago with the idea to support quicker affirmation of domestic fashion and which is already prestigious was awarded to Bata Spasojevic for the best collection, Boris Nikolic for the best fashion show, Dubravka Galic as the best female and Andrija Bikic as the best male model.

ATTACHED PROGRAMS