How did you get into fashion?
My interest in fashion was ignited as a little girl by my grandmother who had her own fashion studio. She gave me my first lessons in tailoring and pattern construction. Much later I studied economics, but fashion has always been with me so I decided to follow this path.
Where are you from?
I am from a small town in Bulgaria, and grew up ‘behind the Iron Curtain’, with very little access to Western goods or magazines. Interestingly, I think having less makes you more resilient and inventive, and more interested in the world beyond. Luckily for me, after the fall of the Berlin Wall my country opened up to the West and I was able to study fashion in Barcelona. Now I divide my time between Sofia -Bulgaria- and London.
How would you define your particular style or approach to fashion?
I design with a focus on modernity and craftsmanship, and simplicity of form. The prototype I see in my clothes is an independent and individual woman, with a subtle but sophisticated approach to dressing. She expresses herself quietly but deeply, and shines through understatement.
What has influenced your approach?
I am heavily influenced by Japanese design and culture – particularly Rei Kawakubo and Yohji Yamamoto’s design aesthetic. I am inspired by creative and modern women like Louise Borgeouis, Zaha Hadid and Phoebe Philo, who have the courage to follow their creative paths.
What is the problem with fashion today?
Fashion these days moves too quickly, and can be too disposable. I think we have a responsibility as consumers to buy less and pay for better quality, so we can cultivate a style, rather than simply follow fast trends.
What is sustainable luxury for you?
To me it means to have less things, but of better quality. To appreciate the craftsmanship in a product which lasts and adds to your story. Less is ALWAYS more.
What does the future of fashion look like?
I think fashion will become truly global, with the advance of e-commerce and the rise of the emerging economies. Hopefully, it will also become more responsible and sustainable, as our awareness also grows.
It’s almost expected that designers sell online these days, is this the way forward for new designers?
It is a great way to reach a wider and more global audience, which is especially valuable for a young designer without huge resources behind them. The internet has really revolutionised our world as we know it, and I definitely think it is to the benefit of young creatives everywhere.
If you could change one thing about fashion what would it be?
I would slow it down!
How does fashion affect your view of the world?
To appreciate fashion is to appreciate beauty, so in that way everything I see is through eyes that look for beauty in the everyday. Beauty is everywhere; in people, nature, buildings, words, we just need to be more aware of it.
