RETROSPECTIVE Sarajevo fashion week Although some things could be measured by anniversaries, we have no need for that. All energy that has been invested and all love emitted during all these years cannot be measured at all..It is evident that we have made Sarajevo recognized as significant center on fashion world map. Sarajevo is capital no different from other fashion metropolis, with Fashion Week events happening twice a year.
We are proud of the fact that for ten years in continuity Fashion Week is magic that connects us with world of beauty and glamour. Everything that was happening in past years looked like fairy tale at the moments…And the magic of Fashion Week full-fill and takes us every time from the beginning. It is impossible to imagine someone who could be careless and wouldn’t feel special for being part of this magic world. Uninformed could say that fashion is something superficial, empty and unreal picture. It is practically art. Otherwise how could we explain feeling of admire while looking at designer’s piece and gracious model wearing the piece. Don’t you think that the famous world designers consider themselves artist at the first place? To create from the bulk of textile impressive sculpture and beauty; it is talent that only few posses. The biggest world fashion names were not only privilege for famous European fashion centers; many of them participated at Sarajevo Fashion Week and paid respect to Sarajevo audience. The most important fact is that citizens of Sarajevo would still suffer in hunger for fashion events and others would live in ignorance if there was no enthusiasm, endless energy and persistency sometimes conceding with stubborn, all in one person: ms. AmelaRadan.
It is amazing that only few people besides Mr. and Mrs. Radan are carrying out this huge project of Sarajevo Fashion Week. Their efforts, endless work and personal contribution within the team of SFW resulted with Sarajevo being acknowledged as fashion center. Recommendations for professionalism and quality of SFW were given from the very beginning from all over the world. Therefore most famous Holland designers, famous names of French fashion, Italian designer who designs for world known stars and many other names from Switzerland, Spain, Greece, Pakistan, Nigeria etc, are coming to Sarajevo to present their work and collections. Would they come if they haven’t got confirmation of high-level professionalism and quality. Considering social and economic frame in Bosnia and Herzegovina this is extreme success. But as in anything else the hardest thing is to get the confirmation of your value in your own environment. The whole story has completely different dimension since the work is done under difficult economic and social conditions. Far back in 1996 Studio SFW team was engaged actively in creating fashion scene in Bosnia and Herzegovina. And we literally think “creating” since fashion scene was almost dead due to four years of war time period. At the beginning of this process we worked with cutest models ever – our little models, children. Many of them grew up and stayed with Studio SFW and the Agency years after. Today they are TV journalists in local and world media, speakers, VIPs, winners of state or world beauty contests, successful students, family people, etc.
Many our young models and designers have left Bosnia and Herzegovina and traveled throughout Europe, to Slovenia, Croatia, Serbia, Spain, Italy, Switzerland, France, and other continents such as Africa, Asia, visiting Thailand, Bangkok, Nairobi, Manila, etc. We were led by our enthusiasm in trying to make true professionals out of pool of young people. In Sarajevo these days you cannot find any successful model that has not passed through our school of modeling. Studio SFW and AmelaRadan enjoyed confidence of most eminent world Fashion’s Agencies, such as Ford, Metropolitan, Miss Earth, Elite, and has excellent business relations with their Regional Agents. We founded Sarajevo Fashion Week since April 2000. It was completely new experience for all of us to organize for the first time in Bosnia and Herzegovina, fashion event at such level. Many models for the first time experienced real content of modeling job and have taken their first steps on the catwalk thanks to Fashion Week. Besides BIH models, there were models from other countries – Iva RadicBalaban, DanijelaAlavanja, Iris Androsevic, JasminaHadagha, as well as world top models these days AndrijanaDejanovic, JelenaBosancic, Ford’s top model Carolina Viciana, and mail top model AdnanTaletovic. For the first time we had teams of make up artists, hair-dressers and hostesses, professionally engaged and for all of them it was great opportunity to be part of the manifestation organized on highest level, professional level that equals same world manifestations. Today we have top model DjiDieng known for her active role in humanitarian activities.
Sarajevo Fashion Week was funded not only to place city of Sarajevo side by side to fashion metropolis centers, but at the first place to introduce competitiveness at the domestic market, initiate the development of textile industry, and create opportunity for young designers to show their work and talent and for well known designers establish business contacts and present their work outside of BiH, attending fashion fairs and events around the world. JasnaHadzimehmedovicBekric, whose work was connected to Studio SFW from her first collection, was able to present her work in Croatia, Germany and Kenya. MinjaStjepanovic presented her graduation collection in Zurich, Naples and Island. Aleksandra Lovric presented her collection in Athens. Ata Omerbasic was presented in Croatia, Island and Germany. NerminaVaresanovic attended textile fair in Paris. GordanaZucic whose real beginning was at Sarajevo Fashion Week presented her collection in Manila, Philippines. AmnaKunovacZekic, who had presented her work in 1996 in Paris and Düsseldorf, was invited again to Germany. Irma Saje, AdnanHajrulahovic, Ata Omerbasic, Emina and NerminaHodzic, NerminaVaresanovic, Selma Kronje… attended Düsseldorf, Paris and Belgrade Textile Fair in Studio SFW and GTZ organization.
The majority of them went the road from their first collection shown during Sarajevo Fashion Week to well established designers and owners of Gallery or Workshop. EminaHusedzinovic and DragicaGudeljevic BIH began their first presentations during Sarajevo Fashion Week. We are very proud of the fact that special attention is paid to our young and not yet established BiH designers. For all of them it is huge step to be able to present their collections and work at this manifestation with such high criteria, but also step that helps their future existence. Also our goal is to strengthen significance of domestic textile industry and therefore we promote BiH brands and textile companies during Sarajevo Fashion Week. All these years BoracTravnik, Pavone, Granoff, Kras, etc present their collections.
What makes us proud is international character of our manifestation and cooperation with many organizations (e.g. GTZ and SIPPO) and embassies. Sarajevo Fashion Week hosted many models and designers from the Region, Europe and the whole world. Since 2000 the audience in Sarajevo saw collections of famous designers from MarianneHadorn, Simone Hauz, Silla Real, from Switzerland, FransMolenaar, Addy van den Krommenacker, Percy Irasquin, KatrinNeyer, from Holland, Christian Aadnevik from England, John Kaveke, Kenya, Lars Frederick Hild from Germany, Jan Taminiau from Belgium, Alviero Martini from Italy, Agatha Luiz de la Prada, Isabel Ardevol from Spain, Eymeric Francois, Christophe Josse, Lillian AulieSchjoll, SakinaM’sa, Reinaldo Alvarez, IrakliNasidze, TilmannGrawe, Katherine Pradeau, Karin Bonnet, from France, etc. During last Fashion Weeks in 2008 great Holland designer Addy van den Krommenacker presented his famous glamorous collection « Ode to a woman » that was much appreciated in Milan and Paris as well. This wonderful designer repeated his presentation following night due to enormous interest of the audience. Comments that came from all South-East European Region, unanimously gave highest marks for this show. Also we have seen rosyGarbo Italy, Saim Ali from Pakistan, NoorAzmanB.MohamedNoor Malaysia.One more time Sarajevo Fashion Week proves its leading role in this Region.
Every Sarajevo Fashion Week has its own specifics and warmness, and joy because of new meetings, friendships or repeated encounters; has glamorous aura that makes everything more exiting and sparkling. There is always satisfaction for the job well done and satisfaction of being surrounded by friends. Sarajevo Fashion Week became important and recognizable brand that many manifestations in Sarajevo tried to adopt without paying attention to how much work and responsibility someone needs to invest to justify use of Sarajevo Fashion Week name. That is why we can see many fashion weeks in BIH these days, and those organizers conscienceless about international character as must have for such manifestations. Only Sarajevo Fashion Week has justified this name shared with other world fashion metropolis. During First Sarajevo Fashion Week we had hosted 16 countries, and we were incorporated to calendars of world fashion events, as recommendation by famous designers. That is why we became European Festival of Design. Sarajevo Fashion Week became institution is covered by famous BIH media, Region and world media. Still has its magic that cannot be transferred to the outside world no matter how long you speak or write about it. It is really hard to catch on the paper everything that Sarajevo Fashion Week is and what will become. There are too much memories, impressions and facts. Therefore one can’t easily express Sarajevo Fashion Week’s essence and magnitude. It is hard to realize for someone who is not completely devoted to it. Even for far better writers can be difficult to explain magic by words.
One thing is for sure: Sarajevo Fashion Week continues on its way. Persistently, devotedly with love, writes pages of fashion history of Bosnia and Herzegovina. www.fashionweek.ba