Verica Rakočević – has been in the fashion business since 1983 when she opened her own boutique Ella. In 1997 the VR Company was founded, as an extension of this creator’s design work. In the same year, the new VR Perfume appears on the market, followed by ENERGY in the following year. In 1999, Verica Rakočević begins her work in haute couture. She participated at the Haute Couture Fashion Week in Rome four times. In 1999, she founds a mixed company in Rome as the owner of 50% of the shares. In 2003 she creates her own brand of face cream VR24h. She sells her models in retails in Belgrade and Novi Sad, and her models can also be bought in Cacak, Vranje, Loznica and Sabac. She owns her own studio in Rome. Besides Rome, she also presented her collections in Milan, Los Angeles, Moscow, Athens, Nicosia and Vienna. Her reviews and models have been published in La Repubblica, Corriere della sera, Messaggero, the Italian Vogue... She has also appeared frequently on RAI I, RAI II, RAI III, TV Monte Carlo, Kanal 5. Within her company she creates collections for women, men and children accompanied by accessories.