20 November 2017 The National Assembly Speaker opens the conference on “Importance of fashion in country and tourist destination branding”

20 November 2017 The National Assembly Speaker opens the conference on “Importance of fashion in country and tourist destination branding”

Monday, 20 November 2017

Conference on “Importance of Fashion in Country and Tourist Destination Branding”

The Speaker of the National Assembly of the Republic of Serbia Maja Gojkovic opened the conference on “Importance of fashion in country and tourist destination branding” at the National Assembly House, stressing that national branding plays an especially important role in attracting foreign investments because every investor analyses the investment climate of the country they intend to invest in.


Gojkovic said that Serbia’s investment climate has been improved by the economic reforms begun two years ago, leading to its becoming a stable, predictable and attractive destination for business investment.

Gojkovic stressed that it is important to recognize the development opportunities branding offers for increasing Serbia’s visibility, recognisability and positive image at the global stage, which is definitely helped by individuals such as athletes and artists and the festivals of Exit and Guca, but it is equally important to spot other opportunities to increase Serbia’s visibility offered by other spheres, the fashion industry in particular.

“Fashion is an important segment of a society’s culture and a bridge connecting traditional cultural expressions with the modern global market. We can present our cultural heritage through the fashion industry because the global market has been showing an appetite and affinity for the authentic and traditional revived through a modern context. That is why branding is an opportunity for everyone, Serbia included, to present themselves to the world in a new way”, said Gojkovic.

The Assembly Speaker said that the cultural heritage housed in our museums and galleries is a veritable treasure trove for fashion and she commended the idea to have the fashion designers exhibiting at Serbia Fashion Week, under the auspices of Novi Sad 2021 European Capital of Culture programme, use the pieces housed in Novi Sad cultural institutions as models and inspiration for their collection because in this way they would be presenting Serbian culture to the modern European and global audience.

Svetlana Horvat, President of the National Fashion Chamber of Serbia and Serbia Fashion Week, emphasized the importance of Serbia Fashion Week, officially declared the fifth biggest fashion week in Europe and the biggest event of its kind in South-East Europe.

”The last seasons saw the signing of 26 contracts with foreign fashion weeks across the European, Asian and American continents, which make it possible for Serbian designers to present their collections on foreign markets such as New York, Saint Petersburg, Budapest, Prague, Miami and other cities. These contracts enable the Serbian designers to present Serbia and their work for free at 26 fashion events across the globe, and the designers from these countries come to our Fashion Week every year to present some of their culture and talent”, said Horvat.

On the behalf of the Italian and French embassies the attending were addressed by Marina Scognamiglio and Nicolas Faye, and the ensuing panel discussion focused on the importance of the Serbian fashion industry for the attraction of tourists and investments. Under the auspices of the conference the organizers also set up an exhibition of fashion creations inspired by famous paintings from the Gallery of Matica Srpska and the accompanying reproductions of the paintings.



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thursday, 28 march
  • 9.00 - consultations of representatives of the parliamentary groups about the election of deputy chairpersons of the National Assembly working bodies (National Assembly House, 13 Nikola Pasic Square, hall 1)

  • 10.00 - visit of the students of Stevan Dukic Elementary School to the National Assembly House (National Assembly House, 13 Nikola Pasic Square)

  • 11.00 - visit of the students of Drinka Pavlovic Elementary School Student Parliament to the National Assembly House (National Assembly House, 13 Nikola Pasic Square)

  • 11.00 - press conference of the Green-Left Front – Don’t Let Belgrade D(r)оwn Parliamentary Group (National Assembly House 13, Nikola Pasic Square. Central Hall)

  • 13.00 - the National Assembly Speaker meets with the Ambassador of the People’s Republic of China to the Republic of Serbia (National Assembly House, 13 Nikola Pasic Square, Speaker’s Cabinet)

Full event calendar