Fashion in the Sky

For the first time ever, two fashion shows were organized in the air aboard the Jat Airways' Belgrade-Rome-Belgrade regularly scheduled flight in late October. Marking its fiftieth anniversary of flying to the Eternal City, Jat Airways became part of the Aqua Viva Fashion Selection event in a unique manner.

By Milorad St. Ilić
Photo by Milan Melka

The fashion agency "Select" organised the ninth Aqua Viva Fashion Selection in Belgrade from October 22-30. The aim was to present current international fashion trends to the local public in keeping with a new concept of holding fashion shows at exclusive locations. This fashion event coincided with Jat's anniversary - the fiftieth anniversary of flying from the Serbian capital to the Italian capital. For this reason, Jat Airways decided to lend support to the event in a specific way. The opportunity to show fashion creations worn by attractive models in an unusual setting was presented to the Afrodite Mode Collection fashion house of fashion designer Valentina Obradović, who prepared the autumn/winter 2006/2007 collection titled "Roman Holiday" and Milan St. Marković, who named his imaginative vision "XS* Collection: Tip of the Iceberg".

Following regular procedures at Belgrade's Nikola Tesla airport, a Boeing 737 flown by Captain Dragan Stupar took off for Rome on the regular YU-404 fight. After the usual snacks, the first model emerged from the first class section. Assisted by eight slender female models that walked up and down the aisle, fashion designer Valentina Obradović offered a romantic story concept: SHE is a princess, dressed in the finest suits. Tired and exhausted after a series of diplomatic functions, SHE arrives in Rome for another formal visit. At the end of a hard day, she escapes from the palace where she is staying to sample genuine Rome from the angle of an ordinary person. HE is an American journalist. He recognises HER and perceives a potentially great story about the informal life of a princess in Rome. Proceeding to do his job, he becomes her personal guide. The fashion designer drew her roles from Hollywood movies of the 1960s. SHE is Audrey Hepburn. HE is Gregory Peck. HER style seduces HIM. And love happens, like in the film Roman Holiday.

Along with the thunderous "bravos", the visibly pleased passengers applauded the girls.

Jat Airways Rome Office   Jat Airways' Rome office is located in at 76 Via Bisolatti in downtown Rome. Office Head Mihajlo Topić with, Mrs Đurđa Darazi and Mrs Zorica Mihajlović are engaged in air ticket sales and provide the necessary information to our clients. Dubravka Jeremić works as Jat Station Manager at the Leonardo da Vinci airport, situated in the small coastal town Fiumicino, some 35 kilometers from Rome and from where Jat flies to Belgrade in cooperation with Alitalia. According to Ms Jeremić, excellent cooperation has been established with representatives of services involved in handling Jat flights at the Fiumicino airport, a point of departure for a total of 130 air companies. "I would especially like to single out ADR handling S.p.A with which Jat has had no interruptions in its land services contract since its establishment at this airport, and Mr. Saverio Comucci (Head of Commercial, Business Development & Quality) with whom I collaborate on a daily basis with a view to extending top quality services to our company and passengers in all segments of land services", says Dubravka Jeremić.

"This is fantastic. Something like this can only spring from our heads. An Italian talked to me at the beginning of the summer about security. When he saw the fashion show, he was highly enthusiastic. This is the safest and most gorgeous thing in the world," said Tanja Pujin, an actress living and working in Rome for the past fifteen years.

Upon disembarking, thanks to the kindness of Mr. Saverio Comucci, Alitalia Commercial Development director, Jat Airways representatives in Rome welcomed us cordially and whisked us off to a lounge for cocktails. A second fashion show began on the return flight, after the usual snacks and refreshments.

Jat Airways Support for Aqua Viva Fashion Selection   The Jat Media Centre creative team headed by Director Miloš Rajković, Brand Manager Ružica Bralić and Marketing Manager Mira Mikarić superbly organised this exclusive event. The two fashion shows, held at an altitude of 9,700 meters, the splendid piloting of a Boeing 737 in the hands of Captain Dragan Stupar and the courteous service of cabin staff, with experienced purser Mirjana Zvečevac, all contributed to this pleasant trip being memorable.

Fashion designer Milan St. Marković presented his latest creations: how a romantic and dynamic businesswoman can and should look like at all times. The first association of this designer's name is high-quality natural silk, superb workmanship, elegance, luxury. This time proved no different, when the best silk materials, skillfully tailored into elegant suits with unusual and unexpected details, were seen all in one place. The XS project is a play of words: extra small and excess - more than enough, overabundance, luxuriance, extravagance (or small in number but great for what it brings). By participating in this event, Jat Airways has once again demonstrated it possesses both the will and potential to extend logistical support to any worthwhile event - whether domestic or international.

The AMC fashion house received the award for best collection titled "Roman Holiday" by fashion designer Valentina Obradović at the ninth Aqua Viva Fashion Selection, organized by the Select agency, and presented in onboard Jat Airways regular flight to Rome.