Iren Dikova is a young Bulgarian designer and fashion expert. She has graduated interior design from a prestigious university in Milan, Italy and upon her return to Bulgaria she started work on different interior design projects, theatrical scenery, scenography and fashion. She created a line of T-shirts – Bloom Stars. A year ago, together with a business partner, Iren Dikova opened new art and gallery space, Flower’s& Co Gallery, a platform for Bulgarian designers. She admits that to do that in Bulgaria, there is a host of problems that have to be surmounted but she is adamant she wants to work and grow here, in Bulgaria:

“It’s a good thing that there is little competition in design and fashion in Bulgaria. I have some good contacts that help me put in place my projects. And anyway, home is the best place to be, it is much easier to accept loss or failure. If you are abroad and alone, it is always much harder. And it would be much more difficult to start up a company there, let alone three, taxes are high and competition – huge. But there are problems – it is difficult to find professionals, the market is still insufficiently developed. I have frequently seen replicas of my T-shirts, though I don’t think that is a problem. On the contrary, it only encourages me to try and do better and more interesting things.”

Interestingly, Kate Middleton has worn a dress by the Bulgarian designer. A year ago Valentino presented a collection inspired by Bulgarian traditional clothing. Iren has a T-shirt with an element of traditional Bulgarian embroidery, as part of a washing powder advertising campaign. Her project was selected out of three designs (the other two had nothing to do with Bulgarian folklore) and the selection was not made by a Bulgarian, but by a Romanian:

“Bulgarian folklore offers a wealth of fabrics, colours and hues, patterns, embroidery, accessories. I have not put together a complete collection as yet. I only launched one design because I wanted to test the market. But when I saw how much interest there was I was overwhelmed and I decided on doing something far more ambitious – a collection with a photo session. And why not sell the garments outside Bulgaria?”

Iren is on a tight schedule, proof of her talent. Together with her interior design team she is now working on two cosmetic surgery clinics, one house and two apartments. Her gallery is planning several events for designers and brands before the Christmas holidays. She is also working on a limited edition of T-shirts. Iren says she is proud of her colleagues, the Bulgarian fashion designers and believes this branch will be successful in the country, but adds that the fashion industry is not taken seriously in Bulgaria even though it should be.

“Fashion week in Sofia has had three editions but it seems to me it is more of a snobbish, showoff event. It should be about the models, the selection of designers, the fashion shows. It leaves a lot to be desired. Some time ago I was really impressed by a Bulgarian hair stylist who presented a head-to-toe line – from clothes to hair and accessories. The event took place at the Museum of Modern Art to the music of a symphony orchestra. If there were more events like that the fashion industry would go a long way. The difference between designers in Bulgaria and European designers is that in Europe there are many more people who appreciate fashion for what it is. And I am not talking about clothes and accessories for daily wear. There are a great many opportunities in Europe whereas here we are years behind. That is the reason why we opened the gallery – to give budding designers a place to present their work. Still, I think that very soon we shall be measuring up to Milan and Paris, London and Copenhagen or other fashion cities because where there is talent it is not necessarily a question of money.”

English version: Milena Daynova