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.
Borissova studied Italian Vogue as though it were her Bible to create an aesthetic for her stores.
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.”