Montenegrin fashion designer Marina Banović has often had the opportunity to present her work in the region and beyond during her long career. Among the countries where she has participated in fashion events most often was Italy, and last year she had the opportunity to participate in the Brics Fashion Summit as part of Moscow Fashion Week, and in 2026 it seems that she will continue at the same pace. Thus, in April she will be one of the participants in the World Designers Fashion Week event, which is taking place in Kazakhstan.
On this occasion, in an interview with "Vijesti", Banović explains how the opportunity arose to introduce herself to the audience there, reveals more details about the event itself, and also which countries are on the list of those where she would like to hold a fashion show in the future, but has not done so yet.
"World Designers Fashion Week is an international fashion platform that brings together designers from different countries and gives them the opportunity to present their collections to a global audience - buyers, media and fashion professionals," the Montenegrin fashion designer begins the conversation.
"What makes this event special is its strong focus on cultural diversity and creative expression, so the shows often have elements of national identity. For designers, it is an excellent springboard to new markets and professional connections," Banović continues, adding that for her, "World Designers Fashion Week" is "a challenge in a new market."
"I researched and adapted the collection to this occasion," she points out, revealing how the invitation to participate in this event came about.
"The invitation to participate came as a result of previous international presentations and contacts that I have built over the years through fashion shows and collaborations abroad," the designer points out.
"The organizers recognized the authenticity of my design style and the interesting connection with the Balkan tradition, which opened the door for representation on the Central Asian market," says Banović, but as in every conversation, he uses the opportunity to emphasize the importance of Montenegrin events.
"Montenegro Fashion Week is a platform for collaboration and a springboard for designers from Montenegro. It depends on us how interested we are in exhibiting abroad, and the possibilities are great," she concludes.
The Montenegrin fashion designer also hinted at what she is preparing for the audience in Kazakhstan and answered the question of whether she opted for a completely new collection or some kind of summary and cross-section of her previous works.
"For this occasion, I am preparing a carefully selected collection that combines new models with recognizable elements of my previous work. The focus is on strong, wearable pieces with a touch of luxury and ethno-inspiration, but adapted to the sensibilities of the Kazakhstani market," said Banović, who is known for almost always trying to include, to a greater or lesser extent, a hint of folk costumes in her models, both Montenegrin and those of the peoples of the region.
“The goal is for the collection to be both artistically and commercially attractive,” adds Banović, who can be said to be the Montenegrin fashion designer who has presented her work in the largest number of countries outside the region. However, she herself admits that she still has unfulfilled desires.
"There are always new markets that are a challenge. The fashion markets of the Middle East and Far East are particularly interesting, where there is a strong fashion culture and high purchasing power. Of course, each new country brings its own audience and energy, so there is always room for expansion," she believes, and she takes the opportunity to announce another potential business trip.
"In June, there is Fashion Week in Argentina, the invitation has arrived. Montenegro Fashion Week is a partner and I will probably travel. So far, I have not exhibited in Australia and Africa. Representatives of the Tanzanian fashion scene have been in negotiations with me since last December. We have been participants in the BRICS Fashion Summit for two years and we established cooperation there," Banović listed.
At the end of the interview, the Montenegrin fashion designer answers the question of how important it is to strike a balance between using opportunities to introduce herself to a new audience and retaining the clientele in her homeland that has been with her for years.
"Balance is key. International shows bring visibility and new business opportunities, but the brand's base always remains the domestic clientele that has built trust over the years. My approach is that international appearances strengthen the brand's reputation, while at the same time nurturing relationships with clients in Montenegro through continuous work, accessibility and recognizable quality," Banović explained.
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