From Sarajevo to Milano Fashion Week:
Media Covering of Fashion Journalism
By: Zlatan Dzumhur, Journalist/TV host, BHRT
For nine unforgettable days, Milan — chaotic, elegant, and pulsing with creativity — became both my newsroom and my classroom. I arrived during one of the most vibrant times of the year: Milano Fashion Week Autumn/Winter 2025. My mission was clear — to understand, observe, and absorb how experienced journalists cover one of the most prestigious events in the fashion world.
Though the city buzzed with life and beauty, the work behind the scenes was anything but glamorous. The first day was overwhelming. I was meant to meet Daniela, my colleague from Radiotelevisione Italiana (RAI), but the crowds and the frenzied energy of Milan during Fashion Week made it nearly impossible. Still, we quickly recovered in the following days, and she generously took me under her wing. Daniela and her team worked with impressive precision, planning coverage days in advance, navigating the whirlwind of shows, interviews, and live reporting with practiced grace.
Thanks to the EU Innovation. Media. Minds. Program, I had the incredible privilege of immersing myself in the world of Italian public broadcasting. The halls of RAI weren’t just filled with professionals — they were alive with a culture of excellence and collaboration that inspired me deeply. Every moment felt like a masterclass in modern journalism.
I came to Milan as a journalist from Radio and Television of Bosnia and Herzegovina (BHRT), seeking experience. What I gained was a revelation. The fashion scene in Bosnia and Herzegovina is still developing, and nothing in my previous work could have prepared me for the scale, speed, and sensory overload of the Fashion Week. Amidst the chaos, I discovered the core of the job — storytelling under pressure, prioritizing fast, and working in real time.
The highlight of my time in Milan came during the interviews — speaking directly with designers whose work would soon define the season. Those short, high-intensity conversations taught me more than any lecture ever could. I was no longer just observing. I was part of the story.
When I returned home, I brought Milan with me — in my notebook, in my footage, and in my heart. I shared it all with our audience at BHRT through a five-minute segment on TV show Inbox, where viewers got a taste of the fashion, the atmosphere, and the people behind the designs. More importantly, they got a glimpse into a world most have only seen in magazines.
This journey was more than professional development. It was a challenge, a transformation, and a glimpse into the journalist I hope to become — one who is not afraid of the chaos, but who finds the story within it.
Funded by the European Union, the Innovation. Media. Minds Program: Support to Public Service Journalism in the Western Balkans, is managed by the Goethe-Institut on behalf of the European Commission and in collaboration with its implementing partner DW Akademie. The contents of this story are the sole responsibility of the author and do not necessarily reflect the views of the European Union.
For nine unforgettable days, Milan — chaotic, elegant, and pulsing with creativity — became both my newsroom and my classroom. I arrived during one of the most vibrant times of the year: Milano Fashion Week Autumn/Winter 2025. My mission was clear — to understand, observe, and absorb how experienced journalists cover one of the most prestigious events in the fashion world.
Though the city buzzed with life and beauty, the work behind the scenes was anything but glamorous. The first day was overwhelming. I was meant to meet Daniela, my colleague from Radiotelevisione Italiana (RAI), but the crowds and the frenzied energy of Milan during Fashion Week made it nearly impossible. Still, we quickly recovered in the following days, and she generously took me under her wing. Daniela and her team worked with impressive precision, planning coverage days in advance, navigating the whirlwind of shows, interviews, and live reporting with practiced grace.
Thanks to the EU Innovation. Media. Minds. Program, I had the incredible privilege of immersing myself in the world of Italian public broadcasting. The halls of RAI weren’t just filled with professionals — they were alive with a culture of excellence and collaboration that inspired me deeply. Every moment felt like a masterclass in modern journalism.
I came to Milan as a journalist from Radio and Television of Bosnia and Herzegovina (BHRT), seeking experience. What I gained was a revelation. The fashion scene in Bosnia and Herzegovina is still developing, and nothing in my previous work could have prepared me for the scale, speed, and sensory overload of the Fashion Week. Amidst the chaos, I discovered the core of the job — storytelling under pressure, prioritizing fast, and working in real time.
The highlight of my time in Milan came during the interviews — speaking directly with designers whose work would soon define the season. Those short, high-intensity conversations taught me more than any lecture ever could. I was no longer just observing. I was part of the story.
When I returned home, I brought Milan with me — in my notebook, in my footage, and in my heart. I shared it all with our audience at BHRT through a five-minute segment on TV show Inbox, where viewers got a taste of the fashion, the atmosphere, and the people behind the designs. More importantly, they got a glimpse into a world most have only seen in magazines.
This journey was more than professional development. It was a challenge, a transformation, and a glimpse into the journalist I hope to become — one who is not afraid of the chaos, but who finds the story within it.
Zlatan Dzumhur
Funded by the European Union, the Innovation. Media. Minds Program: Support to Public Service Journalism in the Western Balkans, is managed by the Goethe-Institut on behalf of the European Commission and in collaboration with its implementing partner DW Akademie. The contents of this story are the sole responsibility of the author and do not necessarily reflect the views of the European Union.