A photographic exhibition and campaign by No Nation Fashion and Franco Pagetti, powered by IOM

by Dr. Aleksandra Krstić, Associate Professor, Faculty of Political Science, University of Belgrade

News images of migration around the world have usually portrayed migrants and refugees as victims or threat to societies, borders, health and security. Many academic and expert analyses of media representation of migration have shown that polarizing narratives dominate contemporary media reporting, creating rather simplistic and stereotyped picture of people on the move. Visualization of migration in influential mainstream media in the Western Balkans, namely Serbia and Bosnia and Herzegovina, has been limited to issues of “attack” and “suffering”, administration and politics, with migrants, refugees and asylum seekers usually kept at the safe distance from the audience and portrayed as passive people waiting for something to happen. These dominating media narratives have impacted the negative public opinion on migrants and refugees in the Western Balkans region and fueled many problematic issues regarding their life, social integration and overall security.

“Wearin’it together! A journey of inclusion through fashion”, a photographic exhibition and campaign by No Nation Fashion and Franco Pagetti powered by The International Organization for Migration (IOM), approaches the topic of migration through innovative, creative and refreshing perspective, focusing on individual stories, personalities and achievements of migrants and refugees in Bosnia and Herzegovina and Serbia.  The campaign successfully combines individual portrayals of young people with fashion and urban spaces, conveying complex issues of identity, migration and integration through attractive visual narratives and new storytelling techniques. The unique approach of the campaign offers individual stories of migrants, their remembrance of the past and strivings for the future, therefore breaking stereotypical media representations and embracing people’s differences, diversity and multiculturality.

Fashion can serve as a powerful medium for self-expression, allowing individuals to communicate their identities, aspirations, and cultural affiliations. Through this lens, No Nation Fashion (NNF) brand, powered by IOM, recognizes the transformative potential of fashion as a universal language of art and innovation. It envisions fashion as a bridge that transcends borders, connecting people from diverse backgrounds and experiences and creating opportunities for both migrants and host communities. By harnessing the creative potential of fashion, NNF endeavors to construct more inclusive societies and celebrate diversity.

We spent several days in Sarajevo and Belgrade at the photo shooting of young individuals from different parts of the world during the summer 2023. These are their stories.

Young migrants we met in Sarajevo arrived across the border with Serbia from different countries, like Iran, Afghanistan and Russia. Most of them wanted to leave Bosnia and Herzegovina quickly, hoping to get to the European Union. Pariya, a young woman from Iran, left the country with her partner, but they got separated along the way: he was still in Turkey, while she was staying at the Temporary Reception Center Ušivak in Sarajevo Canton. The same reception center hosted Abdul and Fatima, who were travelling with their toddler and a baby from Afhganistan. Erfan and Rahiz travelled together from Iran, but left Bosnia and Herzegovina the day after the photo shooting. Mahnaz is a young girl travelling with her father from Afghanistan, while Tamin and Yasemin, young brother and sister from Afghanistan, managed to reach Germany. Julia from Russia was staying at the same Temporary Reception Center in Sarajevo Canton. We also met Vahid, Sayid Abbas, Alimu, Puya, Aziz, young men travelling from Iran, Guinea and Afghanistan and hoping to reach the EU.

In Belgrade, we met young people from Burundi, Guinea, Cuba, Russia and Iran. They were living in the city for quite some time since they have applied for asylum in Serbia.

Monique left Burundi more than a year ago. She used to be a model in her country, participated in a few modeling shows, but no one there saw her real talent. “I never thought this day would come, me being here, modeling. I really want to be a model and this opportunity is perfect for me. In the future, I see myself in the fashion all around the world”, says Monique.

Osman fled from Guinea and had the most difficult journey to get to Serbia. He was in a hospital in Pirot, the city in southern Serbia, because his feet were severely injured after he had walked in the snow through the mountains for several days. Osman is a singer and a musician; he sings Afro music and writes his own songs. He used to be very popular in his country and had concerts everywhere. “I practice every day at my place, I put my instrumental on and I sing the music I wrote by myself. Yes, I am a kind of a poet. In the future I see myself as a singer, I hope to become a good one”, says Osman.

Cynthia has a 7-month-old baby girl. She was pregnant when she arrived from Burundi to the reception center in Belgrade. “I get some help with her, they give us milk and clothes. It’s hard because I am alone”, says Cynthia. She would like to be an airplane hostess because she likes to travel.  However, it’s hard for her to find a job in the city: “I need to get my baby into the kindergarten first so I can find a job and manage things”.

Cyntia’s friend from Burundi, Iteka Lymka Alix, also applied for asylum in Serbia. She studied human nutrition and graduated from the university in Burundi. She would like to continue with her education and to help children. “I am working at restaurants now and people are good to me. However, I need to get permit to walk, I want to get the asylum and hopefully some support, like when I have to go to the doctor, to the hospital”, says Iteka Lymka Alix. Also, she would like to learn Serbian and she has already successfully passed some examinations, which keeps her motivated to learn the language.

Daniel is from Cuba and he has been in Belgrade for two years. He is a Spanish philologist and used to be a professor at the University of Havana. He would love to teach again and to be involved in the academic environment. “I love the city and the energy of the people. I came alone, but I have some friends here from Cuba. They gave me a lot of support. Also, I made a lot of good Serbian friends. In general, I feel a lot comfortable here since I’ve arrived to Serbia”, says Daniel. But most of all he would love to go to see his family in Spain and to meet with his parents again: “I know it will be hard, going out of Cuba is hard, but I would love to be with my family again”.

Victoria and Stanislav Sreda are brother and sister from Russia and they live in Belgrade with their parents and two brothers. Both have finished high school. Victoria would like to learn new languages and to become a flower designer, while Stanislav plays basketball and wants to be a musician in the future. “We like Belgrade, especially the city center and Novi Beograd, but we don’t have many friends here”, say young Russian migrants.

Sami was born in Afghanistan, but came from Iran seven years ago when he was just a teenager. He finished high school in Serbia and now he has been studying fashion design in Belgrade. He feels very accepted and integrated into the community. “I would like to work in women fashion, to design evening and wedding dresses, casual dresses also. I’d like to see my work exhibited. Serbians are warm and friendly, my colleagues, students and professors are warm, we go out, hang out together”, says Sami.

Kharim was a wedding and documentary photographer in Burundi. It’s his life call, so he wants to pursue this profession in Serbia as well. Kharim wants to stay in Serbia: “I left my home and my final station is Serbia, that’s why I applied for asylum here, I want to build my life here. I hope it will be possible, if not, then I don’t know what will happen. I found people are amazing in Serbia, people who were there for me when I didn’t have anybody”, says Kharim. He adds the life in the camp is not easy: “I would like to get out of the camp, to live outside. Now I need the permission to leave camp. For example, I would like to take photos of nature and people around me“.

Celindia-Rachelle and Lola Brigitte also came from Burundi. Celindia-Rachelle finished high-school, science and biology and she would like to continue her education: “I want to arrange my life here, to live here. People in Serbia are so good. I work in fast-food restaurant. Sometimes it’s not easy, because of the language. I’d like to learn Serbian”. Lola Brigitte studied social work and community development and worked as a communication counselor at the Ministry for Public Service in Burundi. She likes counseling and helping people and she would also like to continue her education. “I feel like home here, I don’t feel discriminated, but really included, because people are so welcoming. I’ve never felt any racism or discrimination in Belgrade”, says Lola Brigitte.

These stories show unique perspectives, personal and professional backgrounds, contributions and achievements, as well as hopes and dreams of people who left their homes and strive to build their lives elsewhere. “Wearin’it together! A journey of inclusion through fashion”, a photographic exhibition and campaign by No Nation Fashion and Franco Pagetti powered by IOM, strengthens new and valuable public narratives and gives voice to those who usually don’t get access to media.

***

Aleksandra Krstić, Ph.D., is Associate Professor at the Department for Journalism and Communication and the Chair of the Centre for Media and Media Research at the Faculty of Political Science, University of Belgrade. Her field of research is journalism and media studies. She has published numerous articles in national and international scientific journals on media representation of migration and visual framing of migrants and refugees. She has participated in the Horizon 2020 EU-funded scientific project "MIGREC - Migration, integration and education research center" led by Faculty of Political Science, and in many projects and events supported by the IOM, such as the Global Media and Migration Academy, "Ethical reporting on migration - focus on images" workshop, etc. She has been awarded at the 28th International Festival of Reportage and Media INTERFER 2023 for the special contribution to the genre of reportage for her article on integration of migrants in the UK published by Serbian national daily "Danas" in December 2022. Prior to her academic career, Aleksandra worked as a TV journalist in Mreža Production Group in Belgrade. She regularly publishes expert analyses and columns for national weeklies "NIN" and "Vreme".