The Dubai Fashion Week franchise in Serbia, a new platform in the industry, appeared in Dubai for the first time ever. The signing took place at EXPO 2020 DUBAI, Pavilion of the Republic of Serbia on 19 January/2022 in cooperation with the Serbian Chamber of Commerce Business Sector and the national platform “Serbia Creates” of the Government of the Republic of Serbia.

Public organisation Fort Fashion Council Meydan Dubai is shaping the future of the fashion industry in Dubai and promises high quality events and partnerships at a global level. Serbia Fashion Week Middle East will create a gateway for all the top Serbian fashion designers and other leading international designers in the region, while Dubai will be the sole official venue.

The program opened with the fashion show of the best of the Serbian fashion designers present at EXPO 2020 DUBAI, by Suzana Peric, Alme Couture by Nada Nikolic Krečković, TMV, Milica Tričković and the jewellery show by Monoi, while the show was closed by designer Jelena Malesević.

Among the high-profile guests attending the fashion show were Dubai royalty, representatives of Dubai International Financial Centre, Meydan Group, AW Rostamani Group, businessmen and investors from Dubai, owner of Bu Abdullah Group, one of the biggest multinational companies from Dubai, etc. Bu Abdullah, Serbia – Minister of Labour, Employment, Veterans and Social Affairs Darija Kisic Tepavcevic, President of Vojvodina Chamber of Commerce Boško Vučurevic, Provincial Secretary for Economy and Tourism Nenad Ivaniševic, President of Vojvodina Regional Council Tatjana Đukanović.

Serbia Fashion Week (SFW) is an internationally renowned project organized by the Serbia National Fashion Chamber, which is an official member of the European Fashion Council.

Fashion Week in Serbia is the 5th largest fashion week in Europe and the largest in Southeast Europe, with more than 30,000 visitors and more than 100 designers every year.

Patricia GUCCI, Anna FENDI, Thierry MUGLER and others were the guests of honour at SFW.  SFW has signed 31 collaboration agreements with 31 fashion weeks/festivals around the world.

According to founder and CEO Willy Batur, ‘the future’ is about three important elements in the region: innovation, sustainability and technology. Dubai is the new fashion capital of the world and will work towards that goal.