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.”
“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.”
“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.
News
September 22, 2011Joe Lavno Us Five Featuring Grammy Winner Esperanza Spalding
