Jovana Markovic was born in Belgrade in 1986. She started presenting her collections in 2007 at Belgrade Fashion Week. Since then she has regularly presented her collections to an international audience in Belgrade and her work has often been featured in advertising and editorials in the major fashion magazines in Serbia. Markovic opened her store in Belgrade in December 2010 and it forms the foundation of her label. In October 2011 she won the Textil young designer award at Belgrade Fashion Week for her Winter 2012 collection and in November 2012 she went on to win an Elle fashion award for her 2013 Winter collection. Her style is a fusion of luxurious and timeless sophistication exacted with a youthful edge. Great care is taken in choosing the finest natural materials for the construction of each piece. Her clothes are wearable, meant for strong woman who like to stand out from the crowd, and she aims for a refined juxtaposition of urban chic and feminine shapes. Markovic likes to play with a variety of textures and transparent fabrics, layering different shapes and combining materials that incorporate her unique vision.