Where Couture Meets Culture and Diplomacy
Dr Vesna de Vinca is an award-winning journalist, author, and producer known for her powerful documentaries and cultural projects. She has interviewed over 40 global icons, including Nelson Mandela, whose final interview with her inspired the acclaimed book Mandela’s Code. As the founder of Serbia Fashion Day in Paris, she uses high fashion to promote Serbian culture and diplomacy on the world stage.
Since 2016, you have been organising Serbia Fashion Day (SFD) at the residence of the Serbian Ambassador in Paris, an event you conceived and continue to produce. What is the purpose behind this initiative?
The main idea is to promote Serbian culture, history, and tradition, as well as prominent global figures of Serbian heritage, through high fashion in Paris, the world capital of style. These are the themes and personalities that connect us to the world both culturally and diplomatically. One such example is Helen of Anjou, a French princess and queen of Serbia. One year, we chose the beautiful White Angel fresco as our theme, and renowned Serbian designer Bata Spasojević created a stunning collection inspired by it.
We invite both Serbian and international designers to collaborate on collections for SFD based on these themes. In that sense, it is a national mission—and indeed an act of public diplomacy. From the outset, the Serbian Ministry of Foreign Affairs has been supportive of us. Diplomats from Paris and around the world are always in the front row. At the same time, our magnificent ambassadorial residence, with its remarkable history and breathtaking view of the Eiffel Tower, provides a perfect setting for this presentation.
The idea is to have the Serbian Ambassador open the event each year, accompanied by a well-known public figure. On one occasion, it was Oscar-winning director Scot Hillier. I always close the event myself—tired, but happy and proud after carrying such a great responsibility.
Our goal is always meaningful fashion—fashion with purpose
What kind of impact has this event had?
We’ve consistently achieved a significant impact. Each year—including this one—we invite both Parisian and international media, and we regularly have more than 30 cameras covering the event, with footage widely shared across social media platforms. In this way, Serbia—its history and culture—is being presented in one of the most modern and dynamic ways possible. Global television networks broadcast and share our coverage. For instance, we’re regularly featured on Pakistan’s national Channel One, and a dedicated camera crew distributes our reports to over 40 African countries.
Leading fashion magazines from around the world are present, and our partner is Al Sharkiah, the oldest women’s magazine in the Arab world, which frequently publishes editorials and covers from our event. But this goes beyond fashion presentation. I must point out that, before the first Serbia Fashion Day in 2016, our beautiful residence had no high-quality footage, photographs, or media visibility. Now, it’s well known in fashion circles throughout Paris.
Our guests include not only diplomats but also global public figures, members of royal families such as the Bourbons, Liechtensteins and Karađorđevićs, as well as renowned names from the fashion world. The influence is, without question, substantial.
The last two Serbia Fashion Days in Paris were dedicated to Nikola Tesla, during which you launched an original Serbian fashion brand – “Tesla Fashion Serbia”. This year’s event was opened by the French Minister for Europe and Foreign Affairs, H.E. Jean-Noël Barrot. That is quite an honour!
Indeed. The fact that H.E. Minister Barrot opened the event speaks volumes about the recognition and high-level support this initiative has received in France. It significantly contributes to strengthening Franco-Serbian relations in the cultural field. It was truly a remarkable occasion, gathering guests of the highest rank from across France. No fewer than eleven mayors were present, along with members of Paris’s fashion elite.
This year, we had the privilege of organising the event at the Château du Buc in Versailles, formerly a royal hunting lodge of Louis XIV—an extraordinary honour in itself. The Tesla-themed collections were presented by designers Nataša Šarić (Tesla: The Thread of Time), Marija Šabić (Tesla’s Dove), and Bata Spasojević (3, 6, 9… Tesla). The collection of Tesla-inspired hats, resembling his symbolic dove, was presented by Professor Snežana Pešić Rajić, while Jelena Mandić created the “Tesla Shield” medallion. We present this medallion as a gift to distinguished individuals who help us promote the idea behind this brand.
Through haute couture, we celebrate Serbian culture, diplomacy, and creativity in the heart of Paris
A day before the main event, we filmed the collections in the most prestigious of locations—the Palace of Versailles Museum—and created truly exceptional material. The following day, we showcased the collections at the Shangri-La Hotel in central Paris, during Paris Fashion Week. It was a major success for Serbian fashion and public diplomacy. We are also especially grateful for the patronage of Serbia’s First Lady, Tamara Vučić, whose support we greatly value.
What’s next?
This year, we are in discussions to dedicate Serbia Fashion Day to a true Serbian heroine from the First World War—Milunka Savić—who was awarded France’s highest honours for her bravery. The collection will be created by the brilliant designer Ivanka Jeftović.
At the same time, we will continue promoting the legacy of Nikola Tesla through high fashion and this event. It is an ongoing mission. Our goal is always meaningful fashion—fashion with purpose. Through it, we celebrate Serbian diplomacy and creativity. What could be more beautiful than that?
