Farrah Floyd represents a new approach to fashion- a label that combines emotional attachment, ethics and quality. Bojana Draca is the designer behind the brand, and our Agency went all the way to Berlin to tempt her to Taste.brussels, through the project of the same name.
Some people become artists by accident. That was not the case for Bojana Draca. Trained in fashion and textile design and holding a Master’s in sustainable development in the fashion industry, the young Berliner employs a range of design techniques with disarming skill.
Bojana has turned her commitment to sustainable fashion into a brand: Farrah Floyd. A prizewinner at the EcoChic Design Awards in Hong Kong and the Creative Conscience Awards, her ethical designs have stormed the catwalks at the Deichmann Shoe Step Awards, Berlin Alternative Fashion Week, and even Manila Fashion Week.
It would be unfair for Germany to keep such a treasure to itself…
Taste.brussels- an all inclusive package
As part of its internationalisation strategy, hub.brussels visited Berlin in October 2017 during the Brussels Days showcase, to launch a major charm offensive: Taste.brussels. The idea was simple: meet a range of Berlin-based brands popular in Brussels, such as Farrah Floyd, and encourage them to test the Brussels market.
11 concepts answered the call. For three days, the designers behind them explored the districts of Brussels, their shops and gastronomy, and we made them a very tempting offer: free residency in a pop-up store in Brussels fashion district.
We keep our promises: for 2 months, 3 icons of the Grey City occupied two retail incubators in central Dansaert. As well as a space to showcase their designs, Star Styling, Of/Berlin and Farrah Floyd were offered a range of personalised coaching sessions, the support of qualified staff, retail design aligned with their vision and help managing accommodation and transport expenses.
A first boutique… in Brussels
After the initial two month incubator period, Bojana seems to have found Brussels to her taste, as Farrah Floyd has opened its first permanent store at 39, rue du vieux marché aux grains, replacing the pop-up!
The values behind the Berlin-based brand seem to resonate with the epicentre of Brussels fashion and design.
To wear a piece from this rising star of the Berlin fashion scene is to cherish it, so you can pass it on to the next generation: every dress, blouse or pair of trousers is designed according to a fully European, zero-waste production system, using only sustainable materials.
These timeless, anti-seasonal pieces radiate elegance, just like their designer.