In the garden of the British Ambassador’s residence in Belgrade, the event “SUPERDRY Fashion Show – Great Britain in Serbia” took place, organized by the British Embassy, Fashion Company, and Fabrika agency. The central moment of the evening was the runway presentation of British brand Superdry, which introduced its new Fall Winter 2025.26 collection to the local audience.
EVENTS
The evening opened with remarks from His Excellency Mr. Edward Ferguson, the British Ambassador to Serbia. He emphasized that on the first day of London Fashion Week, Belgrade also celebrated fashion as a way to connect people across borders and cultures. Ferguson highlighted the role of fashion in the British economy and noted Superdry’s rise from modest beginnings in Cheltenham to a global presence. He added that the show reflects the kind of modern and positive relationship the United Kingdom seeks to build with Serbia.
Representing Fashion Company, Marketing Director Ana Rajic welcomed the guests and thanked Ambassador Ferguson and his wife Caroline for their hospitality. Shortly after, Fabrika agency’s Director Vesna Mandic also addressed the audience, expressing her delight at the successful realization of the evening.
The production transformed the residence garden into a refined fashion stage, with carefully curated music and lighting adding to the ambiance. After the runway, guests enjoyed a cocktail reception, which carried the evening’s atmosphere further and emphasized the mix of British charm with Belgrade’s local character.
Among the guests were members of the diplomatic corps, media representatives, and figures from culture, fashion, and public life. Attendees included actors Svetlana Ceca Bojkovic, Vjera Mujovic, Anja Alac, Stevan Piale, Tamara Sustic, and Ivana Zaric, singer Ana Stanic, opera singer Jadranka Jovanovic, designers Verica Rakocevic, Igor Todorovic, and Tamara Jaric, painter Vuk Vidor, and composer Aleksandar Simic. The event drew bloggers and influencers, adding to its significance.
A carefully selected audience, representing both the civic and urban side of Belgrade, added to the atmosphere and reinforced the exclusivity of the evening. The Superdry fashion show confirmed Belgrade’s growing role as a key spot for fashion events in the region, creating more opportunities to present global brands and trends to local audiences.
