JAKOV JOZINOVIĆ NAMED THE NEW FACE OF FASHION&FRIENDS
One of the region’s most current young performers and digital phenomena, Jakov Jozinović, has been named the new face of the Fashion&Friends brand. This collaboration brings together contemporary fashion, authentic music, and a generation that does not simply follow trends, but creates them.
Fashion&Friends is a leading multibrand concept in the region, present across seven markets, with a portfolio that includes more than 40 globally renowned fashion brands. Through its carefully curated selection and modern approach to fashion, Fashion&Friends brings together different styles and audiences, while remaining true to the idea of free and personal expression. These are precisely the values that connect the brand with Jakov, whose individuality, energy, and directness have marked his success so far.
From spontaneous street performances in Split to millions of views on social media and sold-out shows across the region, Jakov has, in a short period of time, become one of the most recognizable new names on the regional music scene. His charisma, honest relationship with his audience, and distinctive artistic expression have made him the voice of a generation that values originality and the freedom to be itself.
To mark the beginning of the collaboration, a fashion campaign was created, accompanied by an exclusive Vogue interview and editorial shot on the Croatian coast, in Opatija and Volosko. These locations, with their blend of Mediterranean architecture, the sea, and natural light, create a unique atmosphere and visual identity for the campaign.
The campaign tells a story inspired by summer, freedom, and spontaneity, through the aesthetics of captured moments and natural emotions. Instead of classic studio production, the focus is placed on authentic situations, movement, and the energy of everyday life, creating visuals that feel honest, modern, and close to the audience.
For Jakov, the collaboration with Fashion&Friends came completely naturally. As he points out, he recognized himself in the values promoted by the brand — authenticity, confidence, and the freedom to be yourself.
“I have never built my path by trying to resemble someone else, and I think the audience recognized that from the very beginning. That is why this collaboration is especially meaningful to me — Fashion&Friends brings together different styles, energies, and personalities, giving everyone the opportunity to find what suits them best and build an authentic personal style,” says Jakov.
The styling in the campaign combines relaxed summer elegance with a contemporary urban sensibility, through carefully selected pieces by Tommy Hilfiger, Scotch & Soda, Calvin Klein, Diesel, Levi’s, and Hugo. Although fashion was not previously his main focus, Jakov admits that, as his career developed, he began to see style as an important part of both his personal and professional identity. This is exactly why, as he explains, the diversity offered by Fashion&Friends through its rich brand portfolio suits him so well.
“I started to understand how important it is for a visual identity to follow the music, energy, and story you want to convey. Today, I pay much more attention to details and enjoy expressing different sides of my personality through style,” he adds.
“I like the fact that I can find pieces for different occasions. For performances and evening events, I most often choose Hugo, Diesel, Armani Exchange, and Scotch & Soda, while in everyday outfits I feel best in Tommy Hilfiger, Calvin Klein, Replay, and Levi’s pieces. In the end, what matters most to me is feeling natural in what I wear, and that is exactly what connected me with the Fashion&Friends story,” Jakov concludes.
The campaign was brought to life by an international creative team consisting of photographer Alessio Albi, videographer Igor Kokar, producer Marita Bobelj, stylist Vanja Pantin, and MUAH artist Ivana Lončar.
