Eco Chic in Belgrade

The exhibition Eco Chic – Towards Sustainable Swedish Fashion premiered in Belgrade November 20 to December 5, 2008. In collaboration with the Serbian cultural organization Kulturni Front, the exhibition was shown in 9 display windows across from the Belgrade Cultural Center on one of the city’s most heavily frequented pedestrian thoroughfares, Knez Mihajlova. It is estimated that 150,000 people walked along Knez Mihajlova in the two weeks the exhibition was on display. Guided tours were arranged on the street in front of the display windows. Workshops were also held, along with a seminar with the theme “Eco Design and Sustainable Development." Eco Chic received broad coverage in the Serbian media, including two of the country’s biggest television stations, which covered the opening. With Eco Chic, the issue of ecological fashion was highlighted and discussed for the first time for a Serbian audience.