Serbian fashion built two very different reputations at once. Roksanda Ilinčić left Belgrade for London and became one of Britain’s most celebrated designers, dressing Michelle Obama and the Duchess of Cambridge. Meanwhile, a generation of Belgrade-based couturiers built equally global followings without ever leaving Serbia. Verica Rakočević has designed uniforms for Belgrade Airport and dressed Monica Bellucci from the same Belgrade address for over four decades. Hamel’s body-hugging gowns turned up on Jennifer Lopez and Gal Gadot. Alongside these couture names, Belgrade’s streetwear scene grew from almost nothing into a real local movement, built by young designers who once had to email American brands just to get shipping added for Serbia.
Belgrade Fashion Week, running twice a year since 1996, remains the launchpad for nearly every name on this list. Compared with Bulgaria or Romania, Serbia’s fashion identity leans harder on individual designer names rather than manufacturing scale.
Brand Overview
- Roksanda – London-based luxury womenswear worn by Michelle Obama.
- Verica Rakočević – Serbia’s most decorated couturier since 1999.
- Ana Ljubinković – Retro-futuristic couture worn by Lady Gaga.
- Ana Šekularac – Art-deco tailoring in a signature red, black and white palette.
- Hamel – Body-hugging gowns favored by Hollywood A-listers.
- Ivana Pilja – Avant-garde, architectural designs praised by Italian Vogue.
- P.S. Fashion – Serbia’s largest domestic ready-to-wear chain.
- Studio Keel – Performance swimwear for national water polo teams.
- DechkoTzar – Belgrade streetwear born from graffiti culture.
- GetUp – Graphic-heavy streetwear capturing Belgrade’s urban energy.
- Disciplina – Black and white streetwear for Belgrade’s club scene.
Serbian Clothing Brands to Know
These labels capture the range of Serbian fashion today, from London runway couture to Belgrade streetwear. Each has built real recognition beyond Serbia, not just domestic followings. Here is what makes them worth knowing.
Roksanda
Location: London, UK
Founded: 2005
Price level: Luxury
Product type: Womenswear, handbags, swimwear
Style: Sculptural, colour-blocked
Website: roksanda.com
Instagram: @roksanda
Belgrade-born Roksanda Ilinčić studied architecture before earning a masters at Central Saint Martins. She debuted her label at London Fashion Week in 2005 with just thirteen pieces.
Roksanda has dressed Michelle Obama and the Duchess of Cambridge. The brand now sells through more than 125 stockists worldwide.
Verica Rakočević
Location: Belgrade, Serbia
Founded: 1999
Price level: Luxury
Product type: Haute couture, uniforms
Style: Emotional, thematic
Website: vericarakocevic.com
Instagram: @verica.rakocevic
Verica Rakočević opened her first boutique in 1983 before launching her namesake couture label in 1999. She has since shown at fashion weeks in Rome, Milan, and Moscow.
Monica Bellucci wore a Rakočević gown to a 2017 Belgrade premiere. The designer also creates uniforms for Belgrade Airport and Hotel Hyatt.
Ana Ljubinković
Location: Belgrade, Serbia
Founded: 2004
Price level: Premium to luxury
Product type: Womenswear, footwear
Style: Retro-futuristic, maximalist
Website: ana-ljubinkovic.com
Instagram: @ana_ljubinkovic
Ana Ljubinković studied painting before her first runway show at Belgrade Fashion Week in 2004. Her designs mix comic, folkloric, and couture elements into what she calls urban couture.
Lady Gaga has worn Ljubinković’s designs on stage. The label won Best Young Designer at London’s Fashion Scout in 2016.
Ana Šekularac
Location: London, UK, and Belgrade, Serbia
Founded: 2005
Price level: Premium
Product type: Tailoring, ready-to-wear
Style: Art-deco, structured
Website: anasekularac.com
Instagram: @anasekularac
Ana Šekularac launched her namesake label in Belgrade at a British Fashion Council show. Her tailoring draws directly on Art-Deco silhouettes.
A signature red, black, and white palette runs through nearly every collection. The British-Serbian designer now splits her work between London and Belgrade.
Hamel
Location: Belgrade, Serbia
Founded: 2013
Price level: Luxury
Product type: Eveningwear, statement dresses
Style: Body-hugging, travel-ready
Website: hamel.rs
Instagram: @hamel_official
Melina Džinović built Hamel around wrinkle-free, travel-ready gowns she wanted to wear herself. Her debut American show came at FUNKSHION Fashion Week in Miami Beach.
Sofia Vergara, Gal Gadot, and Mariah Carey have all worn Hamel gowns. The brand now sells through roughly fifty locations worldwide.
Ivana Pilja
Location: Belgrade, Serbia
Founded: 2010
Price level: Premium
Product type: Ready-to-wear, avant-garde pieces
Style: Angular, architectural
Website: ivanapilja.com
Instagram: @ivanapilja
Ivana Pilja worked for commercial sportswear brands before launching her own label. Her namesake collection won two awards at Belgrade Fashion Week in 2010.
Italian Vogue called Pilja one of Belgrade’s greatest talents. Her clothes have since shown at London and Berlin Fashion Week.
P.S. Fashion
Location: Čačak, Serbia
Founded: 1996
Price level: Mid-range
Product type: Ready-to-wear, accessories
Style: Elegant, everyday business wear
Website: ps.rs
Instagram: @psfashionofficial
Slađana and Predrag Pantović started P.S. Fashion as a small clothing craft business. By 2008, the company was already producing 25,000 pieces a month.
P.S. Fashion now operates across seven countries, from Bosnia to Slovenia. It remains one of the largest employers in the city of Čačak.
Studio Keel
Location: Belgrade, Serbia
Founded: 2014
Price level: Mid to premium
Product type: Swimwear, sportswear
Style: Technical, performance-driven
Website: studiokeel.com
Instagram: @studiokeel
Serbian water polo player Andrija Prlainović founded Keel to build better performance swimwear. National teams across multiple countries now compete in Keel gear.
The brand focuses specifically on water polo, swimming, and recreational swimwear. It ships to customers well beyond Serbia’s borders.
DechkoTzar
Location: Belgrade, Serbia
Founded: 2001
Price level: Mid-range
Product type: Streetwear, accessories
Style: Graffiti-rooted, urban
Website: instagram.com/dechkotzar
Instagram: @dechkotzar
Two graffiti-artist brothers sketched the DechkoTzar logo with a marker pen and built a brand from there. It started with a single printed T-shirt design.
The label now covers coats, lingerie, and accessories alongside its original streetwear range. DechkoTzar prioritizes quality control over mass production.
GetUp
Location: Belgrade, Serbia
Founded: 2015
Price level: Mid-range
Product type: Streetwear, graphic apparel
Style: Bold, typography-driven
Website: instagram.com/getup.rs
Instagram: @getup.rs
GetUp built its identity around Belgrade’s urban street culture. Bold typography and illustration define most of its graphic-heavy designs.
The brand’s oversized hoodies and graphic tees have become a fixture among Belgrade’s younger fashion crowd. It treats prints as visual statements rather than decoration.
Disciplina
Location: Belgrade, Serbia
Founded: 2016
Price level: Mid-range
Product type: Streetwear, outerwear
Style: Minimal, black and white
Website: instagram.com/disciplina.store
Instagram: @disciplina.store
Disciplina built a loyal following among Belgrade’s club and nightlife crowd. Its baggy tracksuits and trench coats stay almost exclusively black and white.
The brand keeps its logo minimal and its silhouettes oversized. It remains a go-to stop for original Belgrade street fashion.
Other Notable Serbian Clothing Brands
- Minus1 – Belgrade’s first dedicated streetwear retailer since 2017.
- Gata Space – Handmade bags and accessories with a bohemian edge.
- PIC PIC Clothing – Bright, bold swimwear shown at Berlin Fashion Week.
- ADAM – Menswear by designer Ljiljana Adamov using natural materials.
- Boris Nikolić – Late Belgrade designer and Fashion Week regular.
- George Styler – Belgrade Fashion Week alumnus known for bold formalwear.
Frequently Asked Questions about Serbian Clothing Brands
Serbian fashion tends to center on individual designer names rather than large manufacturing scale, with many couturiers building international followings from a single Belgrade atelier.
Roksanda is the most recognized internationally, sold through more than 125 stockists worldwide and worn by figures including Michelle Obama.
Yes. DechkoTzar, GetUp, and Disciplina all built followings in Belgrade, each with a distinct graphic or minimalist take on local street culture.
Belgrade Fashion Week runs twice a year and has done since 1996, making it the first fashion week held in Eastern Europe.
Many do. Ivana Pilja and Ana Ljubinković have both shown at London and Berlin Fashion Week, while Roksanda shows on the official London Fashion Week schedule.
