Paduri per Premio Moda®: A Story That Began in Matera, a journey supported by CC4WB.

There are moments when you begin something without fully knowing how far it will go. More from a feeling than from a plan.

That is how the Serbian edition of Paduri per Premio Moda® was created, as an idea to open space for young designers, but also as a desire to show that contemporary fashion from Serbia has something to say beyond its own borders.

The story actually began last year, when the founder of the Paduri brand, Milica Bainović-Jović, presented her collection in Matera, as part of the international event Premio Moda. That encounter, with the scene, the energy, and the people, opened the door to something greater than a single fashion show: it sparked the idea of connection. From that moment, Paduri per Premio Moda® was born, and the collaboration gradually developed to the point where Paduri became an official partner of the event.

When the open call was announced, the response exceeded expectations. Applications arrived from different cities, carrying diverse aesthetics and approaches, yet sharing a common thread, authenticity.

The selection process was not easy. The official winners of the Paduri per Premio Mod®a competition are Jelica Zrnzević and Fatma Halitović, who stood out not only through their aesthetics but also through a clear artistic voice and a strong sense of the contemporary moment. Their work carries a personal signature, as well as the potential to communicate with an international audience, which is exactly what this project aims to support.

In addition, several other designers received a direct invitation from the Premio Moda® organization to participate in the final event. In this way, this year’s edition in Matera will bring together a significant number of representatives from Serbia, giving the project even greater weight and meaning.

A particularly important dimension of this project is the support provided by UNESCO through a dedicated grant, which enabled the winners to travel to Matera by covering transportation and accommodation costs. This support represents not only financial assistance, but also a recognition of the project’s value.

Thanks to this support, the project gains a more stable foundation and allows the focus to shift toward what truly matters, the development of the designers, the quality of their collections, and their presentation on the international stage. In this way, UNESCO becomes an important pillar in a process that enables young designers to take their first serious step beyond local boundaries.

The significance is further amplified by Matera itself, a city under UNESCO protection, known for its unique blend of history, heritage, and contemporary expression. Within such a context, the project gains an additional layer of meaning: local stories from Serbia are presented in a space that carries universal cultural value.

But Paduri per Premio Moda® is not just a competition.

It is a process. It is support. It is work that truly begins after the selection.

In the coming months, participants will be intensively preparing for the final in Matera, where they will present their collections alongside designers from Italy, France, and other countries. The goal is not only to showcase their work, but also to further develop their creative identity and experience.

This project connects people, ideas, and energy. It shows that fashion is not just form, but also a way of thinking and communicating.

This is just the beginning.

See you in Italy.