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0.25 Century by Zvonko Marković Couture / Burning the Collection

0.25 Century by Zvonko Marković Couture

Fashion Selection, Belgrade, Serbia

May 14, 2023

Welcome to our latest video, where we invite you to witness a groundbreaking fashion performance by Zvonko Marković, one of the most influential Serbian designers. This extraordinary event took place on May 14, 2023, in Belgrade, Serbia, as the opening act for the prestigious 35th Fashion Selection Week. Marković's performance defied conventional fashion norms and sparked a thought-provoking conversation about creative industries, societal changes, and the transience of our modern world.

"Fashion is one of the biggest polluters, but on the other hand, it is also an accelerator of creativity and ideas," shared Marković. With this in mind, he transformed the fashion show into an artistic performance that transcended trends and quotidian superficiality. Recognizing the evolving fashion landscape and society at large, Marković observed the complex processes of evolution and decay within the fashion industry, as well as the rise of an instant gratification culture facilitated by the pervasive influence of social media.

As the models elegantly paraded down the runway in exquisite dresses previously showcased in renowned fashion events such as Paris Haute Couture and New York Fashion Week, a wave of emotions swept through the audience. The overwhelming ovations and tears shed by some attendees reflected their disbelief that these garments, revered as works of art by many of Zvonko's followers, were destined to be consumed by fire. The estimated value of the incinerated pieces during the performance amounted to approximately $100K. Besides burning dresses, Marković also threw into the flames headwear pieces that were created by his long-time collaborator, designer Dragan Smiljanic who stands behind the renowned brand Blackbirdfield fascinators.

However, Marković, in an attempt to immortalize the creations in a unique manner, explained, "I changed the aggregate state of my creations. They are still there; they simply transformed from a solid state to a gaseous state, and eventually become ashes as the final state."

The ashes and smoke of this remarkable collection have been carefully captured and preserved, and they are now meticulously packaged into exclusive limited series decorative items. By doing so, Marković invites all of us to reflect on the impermanence of our world, and at the same time offers us the final product that has no other purpose than philosophical.

Camera: Agency Fashion Selection

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