Ivana Davidović is anything but ordinary girl. Born in Šabac, bred in Belgrade, Ivana belongs to a generation of young Serbian ‘new wave’ designers who put their emphasis on a robust design which is striking and at the same time comfortable and represents uninhibited street fashion. With her top talent, original and fearless, with a clear business vision and persistence that sometimes borders on madness, Ivana has in 2015, founded his own fashion brand DISCIPLINA.
The 24-year-old creates urban and wearable clothes that fully reflects the fashion style of the millennial generation. “I like to invent things that come to life on those who carry them to assume the character of these people, to give them time to breathe life to a unique and personal touch.” – says Ivana. With the opening of its first DISCIPLINA one stop shop concept store (Kralja Petra 70 in Belgrade), Ivana will finally “discipline” and fulfill the desire of a large number of its offline customers by offering them clothing pieces from their latest collection and the best selling recognisable pieces from previous collections. In addition to its own brand, the Disciplina will also offer other domestic and foreign brands such as Alberto Guardiani, Beba, CutCat, Dondup, Exodus, Omaya homme, Plantwear, Pyrex, Twinset, Weggy etc.