YSL Beauty brought its Block Party concept to Belgrade on April 27, turning Dva Jelena in Skadarlija into a daytime gathering built around music, beauty, and social energy. The event started at 4 pm and brought together a mix of guests from fashion, digital culture, and entertainment, shaping a format that moved away from traditional nightlife and into a more relaxed early evening flow.
EVENTS
The concept centers on “daytime clubbing,” designed with Generation Z in mind. The idea shifts the focus from late-night structures to a setting that feels more open and flexible, where guests can engage with the space, music, and brand without the constraints of a conventional club.
In Belgrade, that approach unfolded through music and conversation inside Skadarlija, the city’s historic bohemian quarter.
DJ sets drove the atmosphere throughout the event. Mimi x FY, Luka Lekovic, and Luton & Scepa shaped the sound, keeping the energy consistent as the afternoon moved forward.
The guest list reflected that same mix of worlds. Sofija Milosevic and Masa Memedovic appeared alongside models, influencers, and creatives, while Chima Moneke from KK Crvena zvezda added a sports presence.
The Belgrade edition forms part of a wider Block Party rollout. The series began in Madrid in March and continues with planned stops in New York City and London. Each location adapts the format to its own context while keeping the same core structure of music, beauty, and daytime interaction.
At the center of the event stands the Loveshine collection, with emphasis on LoveNude shades across lipsticks and glosses. The products appear as part of the environment, integrated into the experience.
With its Belgrade stop, YSL Beauty presents Block Party as a format that connects product, space, and audience, shaped by daytime timing, location, and a curated guest mix.
