In the days leading up to Valentine’s Day, Mama Shelter Belgrade shifted from hotel to fashion salon as Hulapop staged a three-day St. Valentine’s pop-up under the slogan “From Head to Toe.” Rather than a traditional retail setup, the concept unfolded as a curated, appointment-based experience that brought together fourteen Belgrade brands in an intimate, slow-paced format designed to prioritize dialogue over transaction.
BELGRADE SCENE
From February 10 to 12, guests who reserved their complimentary time slots through the Priceless platform entered a space where fashion operated at a different tempo. Each visitor received a dedicated one-hour session inside a hotel room transformed into a private showroom. Instead of crowded racks and rushed fittings, designers welcomed guests personally, guiding them through collections in a one-on-one setting that emphasized material, construction, and story.
The participating brands, Nina Rajak, M-ishka, Vesna Kracanovic / Modlemint, Exer Art, Lily Tailor, Damsel in Distress, 12 Peacocks, LalicA, A Moon Away, Gita Wear, Hilife, Kanaya, People Can Fly, and Scarlet, represented a cross-section of Belgrade’s contemporary fashion scene. Over the course of three days, around one hundred guests, predominantly women, stepped into this carefully curated environment.
Hulapop structured the event as a fashion ritual rather than a sale. Designers remained present throughout, acting as stylists, advisors, and hosts of their own collections. Styling decisions emerged through conversation. From statement accessories to complete looks, each outfit took shape through collaboration between creator and wearer. The format allowed clients to try on garments, feel the fabric, and explore silhouettes without distraction.
Ljiljana Joksović Mutić, founder of Lily Tailor, underscored the importance of this format for independent labels. “For us as designers, this way of presenting and communicating directly with the client is extremely important. As an author brand, we build a closer relationship and better understand their desires. Clients, on the other hand, have the opportunity to try the model, feel the material, and experience a sense of exclusivity before making a purchase,” she noted.
The experience extended beyond clothing. Hulapop introduced a bespoke Room Service concept that included drinks, small sweet bites, and a discreet sense of occasion. The atmosphere carried an understated luxury, transforming each fitting into a private ceremony. Mastercard users accessed additional benefits through the Priceless program, reinforcing the sense of exclusivity while keeping the core experience intimate and personal.
Marina Ligorio, Creative Director of 12 Peacocks and an early adopter of this pop-up format, reflected on the growing importance of physical presence. “In the time we live in, authentic human contact becomes more important than ever. So much happens online, and AI enters every part of society, making us question what we see and hear. This is how you build trust and a relationship with your audience. Your brand gains a human face and stops being just a company operating within four walls,” she said.
Hulapop positions itself as a platform that connects brands, authors, and ideas with audiences seeking real experiences. It operates outside the logic of endless feeds and algorithm-driven visibility. Through direct engagement with a carefully selected public, brands cultivate image and memory that do not dissolve into digital noise.
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The concept extends across fashion, visual art, corporate activations, festivals, and tailored programs for both children and adults, maintaining a focus on clarity and curatorial intent.
Founded by Barbara Garčević, owner of PR agency Preventer, and Ivana Rašović, co-founder of Belgrade clubs Dim and Karmakoma, Hulapop reflects a team attuned to scene, content, and audience. With the Valentine’s edition at Mama Shelter, the platform reaffirmed that shopping can function as encounter and exchange.
