THE BRAND
JSP is a Serbian creative collective formed by sisters Jelena and Svetlana Proković. Since 1992, the JSP brand has worked in the fields of styling, costume design, and contemporary fashion. After 1999, the brand expanded its fashion activities between Ljubljana, Slovenia, and Belgrade, Serbia. Their work focuses on the relationship between the body, movement, and material, approaching design as a process of investigation and prototyping. Rooted in experimentation and a reduced visual language, JSP emphasises construction, tactility, and functionality, while engaging with themes of embodiment, identity, and spatial awareness. Their practice often extends beyond conventional fashion contexts into interdisciplinary collaborations, exhibitions, and research-based projects.