Chopova Lowena X Ivo for Very Magazine

Brand Identity

Chopova Lowena is a London based brand founded by former Central Saint Martins students Emma Chopova and Laura Lowena. The sustainable focus of this brand as well as their innovative and modern approach to fashion has been a key to success since the beginning of the brand, established before their graduation. The brand proudly represents Bulgarian culture, paired with 1980s rock climbing elements creating a refreshing, young and unique look with every garment they make. Part of their uniqueness stems from the use of deadstock fabric and vintage Bulgarian aprons, sourced

locally in Bulgaria with the help pf Chopova’s aunt. This makes no 2 garments of theirs equal. The brand’s trademark piece is their carabiner skirt, which featured on their final collection as part of their degree. Initially there were production struggles and apprehension from people even within the industry, saying “they’re crazy. How would you wear that?” but Natalie Kingham (at the time the Luxury retailer fashion director from Matchefashion) was fascinated by their moodboards which effortlessly showed the blend of upcycled folk fabrics and sportswear elements and so she knew they would find an audience.

Chopova Lowena is set as a luxury brand, and so their product prices are set accordingly. Their garments are quite modern and trend setting, spicying it up with some bulgarian cultural elements which just makes them stand out.

Product

£ 250,00 £ 400,00 £ 800,00 £ 660,00 £ 115,00 £ 500,00 £ 70,00

Sustainability values

They prioritize sustainability through the utilization of recycled materials and deadstock textiles, often in the form of pillowcases and aprons. their ethical dogma translates to their employment of skilled female artisans employed in bulgaria. through the cultivations of a community of seamstresses they are able to create job opportunities for women passionate about rejuvenating cultural heritage through the preservation of traditional techniques. the objective of their design and production of distinctive garments is to usher in a system of ethical consumption with a focus on appreciating skill, craft, time and consideration for impact on the environment.

My contribution to their sustainability practice would be to use old table cloths, made from Tais (traditional timorese fabric), as much as possible. These are generaly offered as a gift in several occasions but oftentimes forgotten about and tucked away in drawers. Tais is a fabric that is completely locally sorced and processed, from picking cotton to natural dyes, it’s very sustainably produced so I also plan on employing Timorese artisans to produce more fabric with specific patterns as a means to spread timorese culture while also inforcing the local economy.

Key competitors

Priya Ahluwalia, the designer and founder of menswear brand Ahluwalia, draws inspiration from her Indian-Nigerian heritage by repurposing vintage materials in factories that employ rural women and pay them fairly.

Addressing the tension between tradition and modernity, between the masculine and the feminine, the Bianca Saunders brand is spearheaded by award-winning Designer & Creative Director Bianca Saunders. Taking inspiration from her British and Jamaican background, the brand approaches design with a multi-disciplinary attitude that brings cross-cultural references into a modern and reinvigorated evolution of menswear.

Brand ambassador

As a brand embassador, Dua Lipa represents Chopova Lowena very well. Born in London, to Albanian parents, the 27 year old singer has always loved fashion. Her multicultural roots have always played an important role in her creative journey and identity. Just like Chopova Lowena she isn’t afraid to experiment and branch out of her comfort zone. Due to her massive success, Dua Lipa’s managed to acquire a vast fan base comprised of people of all ages, which means more exposure to the brand.

Omnichannel platforms

Current advertising campaign

Chopova Lowena’s current advertising campaign is their Spring Summer 2023 campaign Rose is a rose is a rose collection. It combines modernity and heitag and its themed after a traditional Bulgarian festival held eachyear in the village of kazanlak where young women dress up and select their rose queen.. It was showcased on the 16th of september in London fashion week and it was the brands first runway show. It was dedicated to Emma Chopova’s grandmothers.