Western Morning News (Saturday)
Fashion with a conscience is driving force for Denitsa
As part of our six part series to commemorate the sailing of the Mayflower on 16th September 1620, the creators of a new historical travel guide, Mayflower A Seachange, have interviewed 20 people from around Plymouth to find out what life was like 400 yea
DENITSA Avramova is a fabulous Bulgarian fashion designer and boutique owner who is shaping women’s lives through her stylish designs sold in her boutique in the Royal William Yard’s renovated naval bakery. Standing in her stylish shop, one can almost imagine Deni in a baby cot, full of colourful fabrics, as she talks about her childhood in Bulgaria and the influence of her mother.
Deni was born into the fashion industry, “I was brought up by a fashion designer and went to fashion shows with my mother, from the moment I could walk. I watched her being interviewed on TV, enthusiastically talking about trends, and I fell in love with the idea of being an actor in the theatre.” As a result, in 2006, Deni travelled to Totnes in Devon on an exchange programme to study theatre for three months at Dartington College and ended up extending her course by a year. “And now, I am still here,” she smiles.
But it was seeing Bulgaria’s fashion industry explode, from the communist era of making uniforms, into what is now a melting pot of exciting and fresh fashion ideas, that helped Deni realise that her stage could be bigger than the theatre. Slowly, with other Bulgarian designers, she started to develop her own outfits that exude passion and eternal style and inspire the expression of personal identity.
Looking around her second Plymouth store in Units 9 and 10, Mills Bakery, with its red carpet, mirrors and photography studio, it feels like a Hollywood movie set, where her customers are the stars of the show.
The rack of clothes includes all sizes and are designed to make you look sexy and fun, whatever your age. “I want to find your inner identity and bring it out in what you wear,” Deni explains, as she twirls around in her not-so-simple white shirt, and throws on a hat. Then, picking up beads, feathers and some leather strips, Deni starts to mix things up, showing her skilful use of colour and unique basic designs that are anything but simple in combination. “I like people to carry their personality in the clothing they wear. I quickly learnt that ‘crazy and different’ makes people feel intimidated and that trust is the key. There are so many motivations behind why people purchase certain things. It’s fascinating.”
With a twinkle in her eyes, she shows how one outfit can show a myriad of different funky styles, just by what accessories can be added, from belts to chunky necklaces. “For Identity Fashion, being strong and versatile in our range of designs is key, as it makes them stand out on their own and brings a new dimension to an ensemble, allowing you to transform your style to suit your mood and the occasion,” she says.
A move to Plymouth from Totnes in 2012 was the game changer for Deni. Her friend Debbie took her to the Royal William Yard when it was still being regenerated, and partly derelict, and there were only three other businesses open, but Deni was captivated, “For me, the Yard was love at first sight, so we approached Urban Splash with ideas. They loved us, our fluid draping, asymmetrical shapes and our relaxed unique designs, and they gave us some amazing opportunities.”
The Identity Fashion brand has grown in stature and popularity since then, in part because it has a strong sense of global awareness at its core. The sacred symbol of eternity within its logo, signifies the cycle of birth and rebirth, that in Bulgaria embraces the eternal rhythm of life. Deni has taken this symbol and block printed it on a sexy directional dress and has started to create matching earrings that celebrate her historically rich and vibrant culture; just one of her many innovative ideas.
She reflects on where fashion is today, “The public needs to be educated on how things are made and the importance of quality in the materials that are used to create garments that should be both sustainable and gorgeous, however many times you wash and wear them. I do not want people to wear my clothes today and throw them away tomorrow.” She started to consider this when she began selling handmade gorgeous ceramic Bulgarian pottery that had been made in her home country, and was shocked when people stopped and asked her if they were ‘fair trade’ goods. “Do they ask such questions of those selling their clothes in the high street shops?” She asks, agitatedly. “I wonder if people really care about slave labour or is their apparent application of double standards an indicator of how detached they have become from the real world? Where clothes are involved, Deni says, “we are what we eat”, so why not “we are what we wear?” Furthermore, she points out, “Instead of buying blindly without considering global consequences, people should think through what they are wearing, where it was created, why it is sold at the given price, who might have been exploited in its production and how safe the clothes are, if the dye is not fixed.”
Looking to the future, Plymouth needs more quirky people, who are visionary and want to express their personality, with sustainability firmly lodged in their hearts. We should help our local communities go to a higher level with whatever skills they have, and make something good for all, in a fun way. Every creative business should be supported, to restore Plymouth’s former glory as a city of makers. Fashion needs to be part of that eternal circle and especially to support special children with creative gifts.
Meet more, fascinating Plymothians, learn about their amazing stories, find out positive strategies for survival, and discover the extraordinary story of the Mayflower pilgrims in Mayflower - A Sea Change, which, preferably, you can buy from me by emailing: julietcoombe@yahoo.com. au Or from Bookfluential: https:// wordfluential.com/sea-change