From Kosovo to London: Bridging Kosovo's Fashion Talents to the World

The FEGO project has partnered with FLAIR Fashion, a technology-focused startup, whose mission is to empower emerging designers and make an impact on the apparel industry. FLAIR functions as a marketplace and showcase with an emphasis on storytelling, aiming to bridge the new era of online shopping with emerging designers at the forefront of innovation in design, sustainability, and technology. The platform seeks to support up-and-coming designers who lead in design and aims to empower them by connecting them with various services in the supply chain to establish and grow their brands effectively. The apparel sector in Kosovo has experienced substantial growth in recent years, particularly due to its significant role in employing women and providing opportunities for low-skilled and rural women. The industry's potential for growth is further amplified by the increasing demand for apparel in the fashion industry and the expansion of e-commerce platforms, which are expected to contribute to global market growth, including in Kosovo. Kosovo Customs data reveals that most apparel exports from Kosovo are driven by fashion designers, underscoring their economic significance. While international markets are mainly accessed through social media promotion, weak state support means that most promotion is done on an individual basis. However, MSMEs in the sector view access to the right promotional channels and markets as crucial, with financial constraints and lack of information making it challenging for start-ups and micro-businesses to utilize services like fair participation, sales agents, wholesalers, and international platforms.

The collaboration between FEGO and FLAIR aims to create export opportunities for Kosovo-based designers and international exposure. This includes facilitating the participation of at least ten designers from Kosovo in pop-up shops during the London Fashion Week, creating a platform for them to exhibit their creations and connect with international stakeholders. The initiative not only provides exposure for Kosovo designers but also opens avenues for market expansion and potential partnerships. By leveraging FLAIR's platform during the event, designers can showcase their brands to a diverse audience, potentially leading to increased sales and exports. Moreover, participating in the London Fashion Week offers invaluable networking opportunities and access to industry insights, enhancing the capacity of Kosovo designers to succeed in the global apparel market.