Chopova Lowena Opens London Store with Playful Dress-Up Event

How Folklore Fuels Contemporary Edge

London’s Chopova Lowena unveiled its first standalone store this week, inviting the i-D team to explore the brand’s latest collection through a hands-on dressing experience. Located in the heart of the city, the new space reflects the label’s signature fusion of Bulgarian heritage and contemporary subcultures. The opening event celebrated the brand’s evolution since its 2017 launch, highlighting its bold approach to mixing tradition with rebellion.

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Founders Emma Chopova and Laura Lowena-Irons have cultivated a distinctive aesthetic that reimagines folk motifs through unexpected lenses—think carabiner-clipped pleated skirts paired with climbing harnesses, or Victorian silhouettes reworked in technical fabrics. The store’s interior mirrors this ethos, featuring raw materials and industrial touches alongside hand-embroidered details. Visitors were encouraged to try on pieces that blend school uniform precision with sportswear utility, reinforcing the label’s commitment to wearable storytelling.

Can Craft Survive in a Fast-Fashion World?

The designers draw directly from Bulgarian ritual costumes, adapting their symbolic patterns and construction techniques into modern wardrobes. Each garment tells a story, whether through the use of traditional wool weaves or the deliberate placement of hardware like carabiners as both functional and decorative elements. This approach isn’t nostalgic—it’s activist, using clothing to question norms around gender, labor, and identity. The new collection extends this dialogue, introducing sportswear-inspired layers that maintain the brand’s intricate craftsmanship while embracing movement and utility.

Chopova Lowena resists mass production, opting instead for small-batch creation in collaboration with local artisans. This slow-fashion model ensures quality and cultural integrity, though it presents challenges in scaling. Yet the brand’s growing cult following suggests a demand for fashion that values depth over speed. By anchoring innovation in heritage, they offer a counterpoint to disposable trends, proving that tradition can be a springboard for the future—one pleat, clip, and stitch at a time.

What inspired the carabiner detail in their signature skirts? The carabiner references climbing gear and utilitarian wear, symbolizing readiness and adaptability while adding a striking visual contrast to the softness of pleated fabric.

Frequently Asked Questions

How does the brand incorporate Bulgarian folklore? They study traditional costumes, motifs, and textile techniques, then reinterpret them through modern silhouettes and unexpected material pairings like neoprene or reflective tape.

Is the new London store open to the public? Yes, the store is now open for visitors to browse and try on the full collection, with plans for future in-store events and customization options.