No Ordinary Ribbon Cutting: Ethno Evening Highlights Work of Serbian Artists
“An Evening with the Ethno-Network” in Belgrade gave a chance for artisans from around Serbia to promote traditional, handcrafted products. The highlight of the June 29th event, which gathered several hundred artists, fashion designers, government officials and diplomats, was a fashion show featuring models donning contemporary versions of classic designs. Models strutted down the runway accompanied by the music of Serbian ‘scatman’ Luis and a vibrant live band. Before and after the show, guests had the chance to admire and purchase everything from handbags to wine.
As part of a USAID project to help handicraft and traditional clothing makers in Serbia to increase their income from their efforts, professional designers had worked with Network artisans to create ethno-clothing that looked perfectly at home on a fashion show runway.
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| Models wore modern designs embellished with traditional artisans’ intricate handiwork |
While the skills employed to make these unique products have been a part of Serbian tradition for ages, this project to make the best use of these skills for generating income is a relatively new phenomenon. Recognizing the quality and beauty of what can be made in Serbia, the “Ethno-network” project was designed just over a year ago to produce and promote products that are the result of the cultural wealth of centuries of tradition—in a way that they can be appreciated and sold in the modern world. USAID’s Community Revitalization through Democratic Action – Economy (CRDA-E) partner ADF began this program by working with women’s groups from Vojvodina and Eastern Serbia. To implement this project in other parts of Serbia as well, USAID/CRDA-E partner organizations CHF International, IRD and Mercy Corps have now pooled their efforts with ADF to join together some 30 groups under the “Ethno-network” umbrella.
The concept is both simple and comprehensive: USAID assists these groups by providing assistance in organizing and registering groups of craft producers; providing equipment to expand capacity and quality of craft production; providing specialized courses for craft techniques, as well as continuous education in marketing and promotion, packaging, presentational and communication skills; gaining access to free sales and workshop premises at the local level; building a recognizable brand ready to be marketed and exported; and, continuous promotion through participation at trade fairs, fashion shows, exhibitions.
The sustainability of the network should be secured through the establishment of retail outlets for Ethno-Network products in Belgrade, Novi Sad, Nis and other places that tourists frequent. The Ethno evening was organized to present the products and potential of the Ethno-Network and appeal to local institutions (city government, relevant ministries and the business community) to support the project so that it becomes fully sustainable by the end of CRDA-E. The Network has been approaching city governments to provide premises in unused or under-used spaces. Additionally, after already signing one contract with a local clothing producer, the Network is actively seeking additional contracts with companies that require the fine skills that the Network members can provide.
Companies interested in learning more about the Ethno-Network are encouraged to contact Project Manager Violeta Jovanović in Serbia at +381 21 52 22 77 or violeta@adf.org.yu.
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