Wings of tradition

Air Serbia and Ethno Network have begun cooperation in a joint mission to preserve Serbia's cultural heritage and strengthen women's entrepreneurship in rural areas.

The national airline builds its brand on values ​​that are deeply rooted in tradition - warmth, hospitality and the identity of our people. Under the slogan "On the Wings of Tradition", Air Serbia does not only connect destinations, but also connects cultures, people and values. The famous pattern from Pirot kilims, as one of the most recognizable symbols of domestic cuisine and togetherness, is an integral part of the visual identity of Air Serbia. Through cooperation with Ethno Network, this identity finds its materialization through various objects created by applying craft skills with the presence of contemporary aesthetics.

“This cooperation reflects Air Serbia’s commitment to sustainable development, supporting the development of female entrepreneurship and creating new opportunities for the economic empowerment of women across the country. The combination of tradition and modernity, which also characterizes the Air Serbia brand, in this way gains even deeper meaning and tangible value. We strongly support initiatives that put traditional heritage at the service of local development and employment,” said Senior Manager of Marketing and Corporate Affairs Bojana Knežević.

The handicrafts of women from Ethno Network – from decorative items to unique dolls, which represent Air Serbia cabin crew, are created using traditional techniques and hours of manual labor. The items created through this cooperation will be available at the Air Serbia branch and within the Duty Free offer at Belgrade Nikola Tesla Airport, so that passengers will have the opportunity to take a part of Serbian tradition with them to the world.

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