Armani Exchange entered Belgrade’s electronic music circuit on October 10, teaming up with FOMO for a takeover of Hangar at Luka Beograd. More than 1,000 guests gathered inside the industrial venue for an evening that placed the Italian fashion label within one of the city’s most recognizable nightlife settings. DSCENE was there, joining a crowd of musicians, models, stylists and creatives for the first event in a collaboration that continues into November.
EVENTS
The partnership brought Armani Exchange into a setting with its own established identity. Hangar’s industrial proportions, the electronic music lineup and the audience gave the evening a character rooted in Belgrade’s nightlife. Fashion entered the picture through a series of large-scale installations, with A|X graphics appearing throughout the venue.
The music took priority once the crowd arrived. Mita Gami headed the lineup, joined by Tom Zeta and local DJs Menee and Byedov. Their sets carried the event into the early morning, giving the launch the rhythm of a club night. The format offered Armani Exchange an opportunity to engage with the audience through an experience familiar to the city’s electronic music community.
The transformation of Hangar extended from the entrance to the VIP area. Floor graphics, suspended banners and illuminated lightboxes introduced Armani Exchange branding into the industrial interior. Signature cocktails and smaller visual details appeared throughout the space, while a large illuminated installation became the evening’s main visual landmark.
“NYC.MILAN.BELGRADE.EVERYWHERE” stretched across the installation, connecting the label’s international identity with its latest destination. The slogan made Belgrade part of the same visual conversation as New York and Milan, two cities that have long informed Armani Exchange’s approach to urban fashion.
Among the guests were singer Filarri, model Antonina Lončarević and stylist Vesna Stanković, alongside Mila Stajkovac, Sasha Dimello and Filip Ćiković. DSCENE joined representatives from Journal, ELLE and other fashion and lifestyle publications, with the guest list bringing together different parts of Belgrade’s creative community.
Away from the dance floor, guests stopped at a branded photo booth to take instant Polaroid photographs. The analogue format offered a physical record of the evening, while a separate loyalty activation introduced visitors to the Armani Exchange membership program through exclusive gifts.
The event also marked the arrival of the A|X Armani Exchange Fall Winter 2026 collection within the collaboration. The collection focuses on contemporary urban dressing, with versatile pieces designed around the routines and changing settings of city life. Armani Exchange used the evening to connect that wardrobe with the music and social culture surrounding it.
The collection is available through Fashion&Friends stores across Serbia, the Armani Exchange monobrand boutique at Galerija Belgrade, the Fashion&Friends website and its mobile application.
For Armani Exchange, the partnership with FOMO creates an ongoing presence within Belgrade’s electronic music scene. The October 10 event established the format through a substantial crowd, a dedicated DJ program and an extensive visual takeover of Hangar.
Two further events are scheduled for November 20 and 21, extending the collaboration beyond its opening night. The first gathering made one thing clear: Armani Exchange had found an audience ready to stay long after the fashion crowd’s usual departure time.
