Dragana Ognjenovic created DO Fashion and introduced the DO brand in 1992.

Dragana entered the fashion industry as a painter. While studying painting at Belgrade’s Academy of Arts, she began working as a graphic and interior designer, and later designed costumes for film and theater, as well as for apparel companies.

Shape tailoring and high quality fabrics have always been Dragana’s signature. Dragana’s dedication to fine and monochromatic vision attracted a loyal clientele of intellectuals and professional elite. Her line thus quickly earned the title of “fashion for thinking people.”

Dragana has been presenting her collections annually since 1992, and now shows in three to four local and international fashion shows per year. She has presented her work in Italy, France, Austria, Mexico, Cyprus, Romania, Bulgaria, England (Institute of Modern Art London) and USA (Miami Fashion Week). Currently, Dragana is designing costumes for the Parisian Theatre d’Atelier.

Over the past several years, Dragana’s toned-down collections have created quite a stir in the media: Book Moda, Elle, La Republica, Der Standard, Wallpaper, Herald Tribune, Nylon and others have all covered her collections. Her work has also been presented on Fashion TV, TV Rai Uno, TV5 and Mexican National TV.

In 1999, the DO brand expanded its product line to include DO Home, offering home accessories made of wood, metal, glass, porcelain, paper and wax. In 2002, DO Fashion introduced yet another new line: “Software,” a line of moderately priced casual wear. Today, DO also offers women’s ready-to-wear handbags, shoes, leather goods, jewelry and other accessories.

Dragana now boasts three boutiques in downtown Belgrade (Serbia), a studio and a manufacturing facility.

June 2nd 1010, I approach Belgrade from the sky, over green fields, rain-clouds, grey cityscape and cold air. My first impression is - ugh! I am greeted by my hostesses and the rest of the crew and immediately flowers start blooming in my mind. Life is everywhere, and after a few days I leave with an energy boost and a great lift in spirits. I am sad to go but I am sure to return. Belgrade is alive!"