What you wear should show who you are.

In recent years, the Fashion Chamber of Montenegro has been increasingly actively contributing to the development and promotion of the fashion scene, both through the presentation of designers from the country, region and the world in Montenegro, and through connecting domestic authors with significant international fashion events.

Thanks to these initiatives, Montenegrin designers are increasingly getting the opportunity to present their collections at important fashion events outside the country. Radojka Tepavac will present her new collection at New York Fashion Week, while Marina Banović will soon travel to Sofia, where she will sign a contract with the Open Doors Balkans organization, and then present her collection in southern Italy. Nataša Pejović will present her creations in Rome at the end of July, continuing the increasingly visible presence of Montenegrin designers on the international fashion scene.

Although the development of the fashion scene in Montenegro has been discussed more intensively in recent years, its foundations began to be built almost two decades ago. An important step in this process was the event “Royal Fashion”, organized at the time by Srđa Lubarda, which opened up space for the affirmation of local designers and the introduction of contemporary fashion trends. Today, this role continues with the event Fashion Week, which is held twice a year and brings together designers from the country, the region and the world.

"When I look back at the period when we organized the first Royal Fashion, the difference is enormous. Back then, fashion in our country was mostly tied to a few individual shows and the enthusiasm of a small number of people. Today, we have a much larger number of talented designers, higher-quality productions, a more developed awareness of the importance of fashion, and a much greater connection to the international scene. I am especially pleased that our creators are now present at important fashion events around the world. Of course, we can always do better, but we can be proud of the path we have taken," Lubarda recalls how it used to be and how much the fashion scene in Montenegro has progressed in recent decades.

He believes it is very important that the Fashion Chamber of Montenegro provides support to domestic designers.

"Today, it is almost impossible to seriously position yourself on the international market without quality support and a good network of contacts. Talent is the basis, but it is not enough. We need platforms that will open the doors of international fashion shows to designers, connect them with the media, customers and partners. This is precisely the role of the Fashion Chamber of Montenegro - to be a bridge between domestic designers and the global fashion scene," he explains.

Montenegrin designers have had and will have the opportunity to present their models from New York to Turkey this year. This, Lubarda believes, is precisely what positions our fashion scene better.

"Every appearance of a Montenegrin designer in New York, Rome, Istanbul or Tirana represents the promotion not only of that author, but also of Montenegro as a country of creativity. When more of our designers appear at international events, recognition is created and the reputation of the Montenegrin fashion scene is built. It is a long-term process, but the results are already visible," emphasizes the interlocutor of "Vijesti".

A greater number of fashion events can be one of the indicators of the development of the fashion scene, as it opens up space for presenting designers, connecting creatives and creating an audience interested in fashion. However, according to Lubarda, the frequency of shows and events alone is not enough, because the true development of the scene is reflected in the degree of continuity, quality production, support for authors and the possibility for fashion to become a sustainable part of the creative industry.

"The number of events is important, but it is not decisive. Quality is much more important. It is true that our market still most demands formal dresses for graduations, weddings and special occasions, so many designers are adapting to the demand. This is understandable because they have to make a living from their work. However, it is precisely fashion events that provide a space to show their creativity, experiment and present something new. The true development of the fashion scene comes when there is a balance between the market and the author's expression," he believes.

Fashion has long transcended the mere function of clothing. It has become a way of expressing identity, values, and relationships with the world. Although famous fashion brands have been a symbol of status, prestige, and a certain style for decades, the contemporary relationship to fashion is increasingly opening up space for different values, where taste is not measured only by the name on the label, but also by authenticity, creativity, and personal expression.

"Once upon a time, big fashion brands were the main symbol of prestige, but today we increasingly value authenticity and personal style. You can be extremely elegant without expensive logos, if you know how to build your own expression. Fashion should be a way to show who you are, not just what you wear. That's why original designers and sustainable fashion are getting more and more attention," Lubarda is sure.

We are now in the second edition of the “Fashion Walks Podgorica” event, which last year, despite the high temperatures, refreshed the city's cultural offer. The event was well-received, and showed that such events should be available to all lovers of this branch of art. Lubarda reveals what the audience can expect at this year's edition:

"This year we are preparing an even richer program. There will be more outdoor shows, presentations of new collections, guest designers, fashion performances. We are giving a chance to young people so we will also have students from Fashion Design and content that will bring fashion closer to all generations. Our goal is for fashion to come out of closed spaces and become a part of everyday life in the city. That is why all programs are free and available to citizens and visitors of Podgorica."

The fact that Podgorica is organizing the 40th edition of Fashion Week this fall speaks volumes about the continuity and development of this scene in Montenegro. The jubilee event will bring together designers from the country and the region, but also from the world, providing a space for presenting new collections and different fashion expressions.

"The 40th edition represents a great anniversary and we want it to be the most significant so far. We are already working on the arrival of renowned foreign designers and fashion houses, as well as strengthening cooperation with international fashion organizations. It will be an opportunity for domestic creators to present their collections side by side with international names. I believe that this edition will further confirm that Montenegro has become a recognizable destination on the regional and international fashion map. Our goal is not only a spectacle, but also the creation of new business opportunities for our designers and further connecting Montenegro with the global fashion industry. Fashion is recognized as a strong branch of culture, which gives us greater responsibility, and we must not forget the humanitarian part. This October, our slogan is: 'Fashion against breast cancer'", concludes Lubarda.