Identity Belgrade

Image by Svetlana Copic

Identity – JSP and Lily shoes

I wanted to have a sister all the way till the end of primary school- that is until I started to appreciate the absence of ugly scenes caused by “borrowing” clothes and other heavy property and privacy violations.

But while other sisters were busy cat-fighting, at least two of them have been engaged in less futile activities, such as starting their own fashion line. JSP (an abbreviation of the names Jelena and Svetlana Proković) emerged in the early ’90s. Since then, the hard working duo has also been engaged in styling and costume designing for theatre and movies, plus managing to regularly appear in Belgrade Fashion Week, winning best designer and best fashion show awards here and there.

But let’s focus on what’s really important: if you are new to this brand, prepare for brave cuts and some pop-reference decoding, as inspiration for a collection that’s as likely to come from Frankenstein’s Bride as from Mad Max.

Color palette is one of my favorites, or rather non-color palette, based mainly on black, white and variations of grey, with bold accents in electric blue, emerald green and metallic. Real crafting is in the details and sometimes you will buy first and discover some fun stitching later that only you will know about.

JSP brand shares the space with Lilu Shoes (made by Danijela Biškup), which makes the visit to this place even more interesting. You can custom-order everything and I can attest – they are not only beautiful, but really comfortable too.

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Details about this spot



Makedonska 30, Belgrade

Opening Times

Mon - Fri 09:00 - 21:00, Sat 11:00 - 17:00


Shirts: RSD 30000
Last Changed Date: 2016-05-19 11:45:13 +0200 (Thu, 19 May 2016)