Nevena Borissova – Ahead of the Curve

One step inside of Curve and a wave of inspiration immediately takes over. With an unparalleled eye for fashion, art and all things beautiful, Nevena Borissova has made a name for herself in the fashion industry starting with Curve, a cutting-edge fashion haven catering to the celebrity and fashion elite, which she has since expanded into four of the top shopping destinations in Los Angeles, Miami, New York and most recently, San Francisco.

[highlight_text] Borissova studied Italian Vogue as though it were her Bible to create an aesthetic for her stores. [/highlight_text]

Although she studied cinema in school, fashion has always been near and dear to Borissova. Growing up, she considered her seamstress grandmother’s studio her playroom, and a Singer sewing machine her toy. In 1997 at barely 22 years old, Borissova opened the first Curve without any experience.

“I had no idea what I was doing, none,” she said, “I just wanted to have a bigger closet and bring some fashion to L.A., but for the first three years I feel like people looked at us as an art gallery.” By bringing designers from New York and London, she introduced pieces that were more edgy and avant-garde than what everyone else was seeing at the time. The store gained credibility for taking risks with new talent, having a unique vision and truly living for fashion.

Taking a cue from close friend and business mentor Geri Cusenza of Sebastian hair products, and inspiration from her long-time obsession with veteran stylist Lori Goldstein, Borissova studied Italian Vogue as though it were her Bible to create an aesthetic for her stores.

“I wanted to [incorporate] that sense of editorial, fantasy-like dressing and translate it into real, day to day looks,” Borissova said.

Curve carries an array of European and domestic designers like Thierry Mugler, Proenza Schouler, Genetic Denim, Alexander McQueen and more, many of whose careers Borissova helped to launch. In the past decade, she has attended all of the major fashion shows around the world, but never reads the designer reviews in fear of being influenced by anything other than her own instinct and eye.

“I like to have my own take on the collections. It’s my job to translate them into wearable, real-life looks,” she said. Of her high stake decisions Borissova said, “Sometimes I take major risks, fully knowing that a piece will probably never sell but just representing a particular designer for added shop value or inspiration is why I am still here 15 years later. Not enough people are supporting young talent. I’ve seen miracle stories.”

Borissova’s emphasis on empowering women through personal style with a goal of selling a lifestyle and not trends, has earned her significant status in the industry. Her motto has always been “Make women feel better, one outfit at a time.”

[highlight_text] “It’s easy to have a person in mind or to create a look for someone because I don’t sell fashion, I sell style, a new idea, a new inspiration.” [/highlight_text]

“There is nothing like feeling yourself in a new silhouette or something that just makes you feel completely current, completely on point, completely strong,” she said. “It can change a mood, create a new environment for a person and really jump start a whole new emotion in one’s life.” Borissova is wise when it comes to fashion and she sees it as more than just a business, but a chance to alter how we are perceived. “There is so much that a piece of clothing can say,” she said.

Borissova’s success doesn’t stop at Curve. She has been named one of the “Vogue 100,” a group of women hand-selected by Vogue who are considered influential decision makers and opinion leaders and are known for their distinctive taste in fashion and culture.  In Miami, Borissova and Vogue teamed up to create a pop-up store, their largest initiative during the annual Art Basel show. She also has embarked on several major collaborations with companies such as Warner Brothers, for whom she created the look of Pucca, a Korean character. At first, Borissova was shocked that they asked her to be involved in such a project.

“I was totally scared of Warner Brothers but I absolutely love them, I will do anything with them any day,” she said. From there, ten major designers like Preen and Genetic Denim created a line of pieces only available at Curve. The night of the launch, the Curve website crashed due to the high demand from more than two million people trying to get their hands on a piece of the Pucca collection. Needless to say, every single piece sold. Borissova recalls what an amazing opportunity it was to be involved with the design for Pucca.

“It’s easy to have a person in mind or to create a look for someone because I don’t sell fashion, I sell style, a new idea, a new inspiration.” Borissova encourages people to come into her store just for a dose of creative energy if not to shop.

In addition to her business success, Borissova tries to give back as well. Curve has partnered with Falling Whistles, a campaign for peace in the Congo, where children are sent to the front lines of war, armed with only a whistle. Together, they aim to help rehabilitate the young affected by the war by selling whistle necklaces at Curve boutiques. Borissova also shared her plans to partner with Genetic Denim for the second time to design a handbag of which proceeds will be donated to the New Yorkers for Children charity, which focuses on children in foster care. The first collaboration between Genetic Denim and Curve was called Genetic Visionaries, Genetic Denim’s most successful line to-date.

Most recently, Borissova has ventured into San Francisco for her newest endeavor, opening her fourth Curve boutique in a city known more for tech entrepreneurs than high-heeled fashionistas.

Having taken an interest in the recent internet boom and the growth and change of the city, Borissova was, as usual, ahead of the curve, and had a hunch that San Francisco was craving a dose of fashion. She was right.

“I felt like everyone needed to lift their heads up from their computers and shop at a brick and mortar store, touch the clothes, truly have the [ultimate] shopping experience and a cooler lifestyle, not buy the new McQueen jacket online,” she said. With an expert staff who are trained to style and create fresh looks, the store opening was met with a great response from the public.

Borissova’s dream was always to have a store in New York. Now she’s awaiting next year, which will mark the New York Curve’s 15-year anniversary.

“It’s all about pacing yourself and doing things at the right time and right place,” Borissova said, of her lifelong dream realized. After parting ways with her initial partners and buying everyone out of the business, she was nervous. She thought, “What am I doing? I’m crazy. But, if I can give any advice, when you feel that bubble in your stomach and scared, it’s a good thing. Only a good thing can come from taking a risk.”

Borissova’s risks in business and life have obviously paid off, having set her at the helm of an industry full of creativity and competition.

“We did 30 percent more than we expected in the worst economy and it has only grown from there,” she said, with a hint of pride in her voice.

By providing excellent client services and exclusive well-edited fashion offerings, Borissova is an international trendsetter, do-gooder and role model. This year, she has partnered with the British Fashion Council, responsible for holding London Fashion Week, to host their inaugural “London Showrooms” designer trade show in Los Angeles as she continues to grow her business in Miami, New York, Los Angeles and San Francisco.

As a result of her work ethic, unique vision and her devout worldwide following of stylists, editors, celebrities and fashionable women, Curve remains one of the pillars of cutting-edge style.