Fashion is a way of expression and manner of dressing and behaving. These are all typical of a particular trend. Determination and beauty are freely expressed through the means of fashion. We can most accurately describe fashion as a socio-psychological concept that serves as a means for setting social boundaries and external ambitions. Everything that is deemed fashionable and trendy attracts public attention. This is a phenomenon that makes each and every one of us tremble with excitement and anticipation of what is to come. What is the next trend going to be? What image will suit your personality best?
Fashion has always been a trend as it creates an abundance of images and brings them to life. It is exactly this reality that transports us to a different world filled with incredible sensations.
Sofia Fashion Week 2022 was organised by Hotel Marinela and Code Fashion TV and marked the 10th anniversary of Sofia Fashion Week. On behalf of Alia Models’ team we would like to say that the organisers managed to make us believe that fashion is alive and will continue to live. We wholeheartedly confirm that this event has turned into a symbol of faith which we preach.
The anniversary edition of Sofia Fashion Week opened with designer brands in the street style. The second gala evening was filled with impressive fashion shows, which left the audience in awe. Many local and global stars attended the event and were able to enjoy the eccentric and new collections of Bulgarian and foreign designers.
Our aim is to show what lies behind the curtains and our models’ personal opinion of the event. Models from our team were part of the fashion shows. This is the reason why we decided to share their thoughts with you.
What is the thing you will always remember about this event?
Ivalina Hristova: Words fail me when trying to describe the emotions I felt, so I will only say that those feelings you experience lift you higher and make you feel as if you’re soaring high in the sky without having any wings. I am very happy that I had the opportunity to express the emotion that every model feels when “marching” on the fashion runways. The thing I will always remember is the fact that I was chosen to participate in this event. That is why I would like to express my deepest gratitude to the organisers for choosing me to be part of this fairy tale.
Can you lift the curtain and tell us what a model experiences during such types of events?
The first and one of the most important rules for us models is to be punctual during each stage of the preparation process. This means we have to be excellent in every regard. Surely, the readers understand that an event of this scale is planned to perfection and any delay, even just a few seconds, will lead to bigger delays, confusion and disruption of the whole process. In my opinion this is one of the most important things a model must understand and follow.
Ivalina Hristova: From the model’s point of view this is first and foremost a work engagement, which means a lot to us.
A fashion show does not last only an hour and a half - the time when models walk on the runway, it lasts up to 12 hours, which is a full working day. The rehearsals take hours and then more time is spent in makeup and hair, fittings and choreography. The atmosphere is lively and tense. Models run back and forth and sometimes we have to dress and undress many times during the same show. Often the clothes don’t fit us perfectly so they have to be sewn quickly on the model before they get on the stage. It is always a good idea to bring a thin blanket or a jacket with you so that you can keep warm. Bring a lot of patience along as well. Everyone is trying to do their job and do their best so that everything is perfect, taking into consideration that this is a major event in the Bulgarian fashion industry.
People are sometimes upset, yelling and running back and forth. However, for the most part the atmosphere is filled with artistic noise and friendly banter. All the rest is a mix of emotions that help us have fun in an extraordinary way. As you know, the feeling of happiness is a feeling and state of deep satisfaction with life in general and I always say to myself “Happiness has found me once again”.
We all know that you have worked in Milan. Do you think this event can be compared to the world standards?
Ivalina Hristova: Oh, yes! Definitely! I see how many Bulgarian designers take part in world fashion forums and shows every day. This makes me sincerely happy. I believe that we have our own unique qualities and time will prove this is true. Some of the negative accompanying factors will not stop our development because all the people I have met here in Bulgaria are very ambitious and show great passion for fashion. This is a key factor in the industry.
Ever since I was very little I had the chance to take part in different events in the field of fashion. I remember that at the age of 10 or 12 I participated in an advertisement for a hotel chain. This was thanks to the help of my parents who noticed my eagerness to excel in this field. With regards to the differences between Milan and Bulgaria, I can honestly say that they are becoming more insignificant with time. I think more time is needed for us to understand that the fashion industry is a major driver of the economy. I will also always keep in mind the fact that being kind and agreeable in this field, will not help anybody because no one will grant you their place just because you kindly asked them to. This helped me realise just how big the competition is and I will certainly remember that. All this made a big impression on me while I was in Milan. Especially because I was surrounded by so many models all of whom were beautiful, tall and looking for their break in fashion.
Certainly the most vivid memory is that of the fashion show itself. On the day of the show you realise that the hard work was worth it because the emotion is unique. Adrenaline and excitement that have no equivalent.
Can you tell us more about the emotions you felt and what helped you do your best on the runway?
Velina Savova: When I am on the runway I always want to present myself and my agency in the best possible way. The emotions I feel are excitement and joy because I have the opportunity to walk dressed in beautiful and unique clothes. The most important task for models is to bring the designer’s idea to life. One of the brands I worked with during SFW was “X Vorobei” by the designer Lara Korotenko. She is an Ukrainian woman who had to flee her country due to the current political circumstances.
Her collection was inspired by these events and her aim was to create a female warrior - strong and feminine. I took her idea to heart because I believe that this image is part of the modern woman’s everyday life. This motivated me to do my best and I hope I have accomplished the task to bring the designer's vision to life.
Is it hard to be under the spotlight on the runway knowing that so many people are looking at you? What do you feel during this time?
Elena Vasileva: As an actress I am used to being under the spotlight and for people to look at me. However, the thrill of the fashion show is very different to the standard actor’s “stage fright”.
The feeling is indescribable and absolutely magical! When walking with a particular style of clothing the energy shifts. The second day of SFW was dedicated to bridal and prom gowns. The sensation of walking with such beautiful and delicate dresses is most pleasant. As expected, the responsibility that each model takes on is quite big and I felt a little nervous before getting on the runway each time. I am glad I had the opportunity to be there and feel all the emotion I felt and meet so many wonderful people, united by Her Majesty Fashion.
For those of you who might still be wondering “Why do fashion shows attract such a wide interest?”, we will delve into this matter and tell you more about it. Fashion weeks are a fashion event that usually takes the name of the city where it is held or that of the main sponsor. It is organised in order to allow fashion designers and houses to show their new collections for the spring or autumn season. They usually happen a few months prior to the respective season to allow journalists and buyers to see the designs for the next season. Spring fashion weeks are held in between January and March, while autumn fashion weeks take place in September and November. This gives retailers time to make arrangements to purchase or to involve the designers in their retail campaigns. Buyers of major retailers, media representatives, celebrities and people from the entertainment business attend the event. The famous “catwalk show”, which features prominent designers and recognisable models, is the highlight of the day. Men's and children's fashion shows are often done during the week, especially in big cities.
In the past, fashion weeks were mainly events aimed at retailers. However, nowadays they have turned into entertainment and media events. They often include live music performances, famous guests, lavish gala and charity events. Some fashion week shows allow the general public to purchase exclusive credentials as a witness of certain exhibits presented on the runway or exhibits of bags, jewellery, shoes, hats and cosmetics. In some cases, a number of famous fashion design schools also take part.
Pret-a-porter (ready to wear), couture (designer originals, one-of-a-kind) and Bridal Fashion weeks are examples of specific genres presented at the events. London Fashion Week, Milan Fashion Week, Paris Fashion Week, Los Angeles Mercedes Benz Fashion Week, New York Fashion Week and Tokyo Fashion Week are some of the most famous examples of fashion week shows around the world. They take place in cities where local style frequently sets international fashion trends or where the fashion industry is important to local commerce.
"Fashion is the armour to survive everyday life."
- Bill Cunningham
Author: Neli Zografova
Models: Elena, Ivalina, Velina and Chris @aliamodelsagency
Photos: Sofia Fashion Week
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