The fashion production Sirogojno Style: Adaptation of the narrative about the past to the context of contemporary fashion

Abstract

Fashion, by definition, implies (and requires) constant changes and innovations. This paper, using the example of the fashion production Sirogojno Style, follows the process of the adaptation of the narrative about the past, by which the fashion production Sirogojno Style was recognizable for many years in the Yugoslavian and international fashion scene, to the context of contemporary fashion. The focus, on this occasion, is George Styler's collection NetWork, presented in 2014 at London Fashion Week; more specifically, the part of the collection that was made in collaboration with the ?Sirogojno Company?. The study of the new narrative function of Sirogojno knitwear in the context of contemporary fashion was based on written and visual sources as well as on data gathered during a semi-structured interview done in April 2021 with the fashion creator George Styler. The aim of this study is to contribute to contemporary anthropological studies of fashion and clothing.