Fashion&Friends is the leading multi-brand concept in the region, present in seven markets, with a portfolio that includes more than 40 globally renowned fashion brands. Through a carefully selected offer and a modern approach to fashion, Fashion&Friends brings together different styles and audiences, remaining consistent with the idea of free and personal expression. It is these values that connect the brand with Jakov, whose individuality, energy and immediacy have marked its success so far.
From spontaneous performances on the streets of Split to millions of views on social media and sold-out shows across the region, Jakov has quickly become one of the most recognizable new names on the regional scene. His charisma, honest relationship with the audience and distinctive artistic expression have made him the voice of a generation that values originality and the freedom to be themselves.
To mark the beginning of the collaboration, a fashion campaign was shot on the Croatian coast, in Opatija and Volosko, locations that combine Mediterranean architecture, the sea, and natural light to create a unique atmosphere and visual identity for the campaign.
The campaign tells a story inspired by summer, freedom and spontaneity, through the aesthetics of captured moments and natural emotions. Instead of classic studio production, the focus is on authentic situations, movement and energy of everyday life, creating visuals that seem sincere, modern and close to the audience.
For Jakov, collaborating with Fashion&Friends came quite naturally. As he points out, he recognized himself in the values that the brand promotes – authenticity, self-confidence, and the freedom to be yourself.
"I've never built my path by trying to look like someone else and I think the audience recognized that from the very beginning. That's why this collaboration is especially important to me - Fashion&Friends brings together different styles, energies and characters and gives everyone the opportunity to find what suits them best and build an authentic personal style," says Jacob.
The stylings in the campaign combine relaxed summer elegance with a contemporary urban sensibility through carefully selected pieces from brands like Tommy Hilfiger, Scotch & Soda, Calvin Klein, Diesel, Levi's and Hugo. Although fashion was not his focus before, Jakov admits that as his career developed, he began to view style as an important part of his personal and professional identity. That is precisely why, he says, he likes the diversity that Fashion&Friends offers through its rich portfolio of brands.
"I started to realize how important it is for your visual identity to follow the music, the energy, and the story you want to convey. Today, I pay much more attention to detail and enjoy expressing different sides of my personality through style," he adds.
"I love being able to find pieces for different occasions. For performances and evening events, I usually choose Hugo, Diesel, Armani Exchange and Scotch & Soda, while for everyday combinations I feel best in Tommy Hilfiger, Calvin Klein, Replay and Levi's pieces. In the end, the most important thing for me is that I feel natural in what I wear, and that's exactly what connected me to the Fashion&Friends story," concludes Jakov.
The campaign was realized by an international creative team consisting of photographer Alessio Albi, videographer Igor Kokar, producer Marita Bobelj, stylist Vanja Pantin and MUAH artist Ivana Lončar.
You can find pieces from the new Fashion&Friends campaign in all Fashion&Friends stores, via the online shop at www.fashionandfriends.com, as well as via the mobile application. Additional benefits and exclusive perks are available to all Forever Friends Loyalty program members.
( Fashion company )
Download the app and follow the news
FOLLOW US ON
