Jovanka Broz, the first lady of Yugoslavia, left behind a valuable fashion legacy, and her collection, consisting of over 3.000 garments, accessories, and illustrative materials such as designer sketches, correspondence, fashion magazines, and fabric samples, remains a testament to her style.
In September 2021, the Serbian public had the chance to enjoy the exhibition “Jovanka Broz – In Color,” which featured original pieces from her unique collection, many of which had been hidden from the public eye for nearly seventy years.
Along with this exhibition, part of Jovanka’s wardrobe was showcased on the national public service channel RTS in the show “Mira Adanja Polak – Exclusive.”
Journalist Mira Adanja Polak had the opportunity to delve into 55 boxes that had not been opened for eight years and had spent four years in the Ethnographic Museum, listening to the stories behind them.
Despite leading a socialist state, Jovanka left behind a glamorous fashion collection worthy of any Western first lady’s wardrobe. The collection includes around 1.100 individual items – 676 dresses and outfits, 100 pairs of shoes, 85 pairs of gloves, and more.
Jovanka wore shoe sizes 38 and sometimes 39, often crafted by the Belgrade shoemaker Glogovac, along with some Italian footwear and items from unknown manufacturers. As we have already mentioned, there are about 676 dresses and outfits, and it is interesting that the dresses and outfits were often accompanied by extra material, should any adjustments or repairs be needed.
A special highlight, besides the evening and formal gowns, is Jovanka Broz’s uniform from 1945, which, judging by its condition, was heavily used.
As the first lady of the former Socialist Federal Republic of Yugoslavia (SFRY), Jovanka, with the help of designers, developed a personal and distinctive style of refined and glamorous streamlined lines. She is known for body-hugging silhouettes, deep necklines, and always accentuated waists, accessorized with luxurious jewelry. Her red lipstick and iconic high bun are well-remembered.
Her clothing is unique, mostly high fashion, hand-made to measure from the finest materials, with striking colors and attractive textures and patterns. The cuts, necklines, draping, and silhouettes evoke the influence of Parisian haute couture.
Jovanka skillfully chose her wardrobe, wearing luxurious outfits from international and local designers for diplomatic and official occasions, while selecting more modest models for domestic appearances to connect with the broader public.
It’s also important to note that she was a patron of the local fashion industry, promoting it enthusiastically. Local enterprises, designers, and artisans worked for her, but unfortunately, many of her clothes are unsigned, leaving no records of all the contributors to the creation of the fashion icon Jovanka.
Her younger sister, Nada Budisavljevic, once vividly described the powerful visual impact Jovanka had on people, recalling their first meeting after many years apart.
“Then Jovanka appeared. She was the epitome of bourgeois elegance. She wore a dark blue coat with mink fur, had long, black, styled hair, high heels, and ‘glass stockings.’ To me, she was the most beautiful thing I had ever seen,” Nada remembered.
These outfits were also showcased at the Palace of Serbia in November 2022 during the spectacular fashion show “Jovanka in Color,” where 22 designers from the former Yugoslav republics presented their creations, paying homage to Jovanka Broz, the wife of President Josip Broz Tito. Interestingly, most of the creations were made from materials left behind by Jovanka Broz, which her family had given to Nenad Radujevic, the founder of Fashion Week in the Serbian capital.