Chopova Lowena has swiftly emerged as one of London’s most exciting fashion brands since its inception in 2017. Known for its distinctive designs that blend punk elements with heritage influences, the label has gained a devoted following, including prominent figures like Rihanna and Beth Ditto. The brand’s unique carabiner skirts, celebrated for their flattering fit and bold style, have become a staple in the wardrobes of fashion enthusiasts.
During a recent London event, the atmosphere was electric as oversized, furry characters handed out snacks in a sports hall transformed into a vibrant fashion space. Attendees included members of Fontaines DC and various fashion editors, all showcasing their own interpretations of the brand’s eclectic aesthetic. This unconventional setting, complete with neon screens and an upbeat soundtrack, perfectly encapsulated the essence of Chopova Lowena.
Emma Chopova and Laura Lowena-Irons, the creative duo behind the brand, emphasize their emotional connection to clothing. “We’re very emotionally connected to clothes,” Lowena-Irons stated during a visit to their studio in Deptford. Their journey together began at Central Saint Martins, where they met during their undergraduate course in womenswear design and quickly became inseparable. Despite facing skepticism from peers and mentors, they pursued a joint Masters program, using their time to meticulously craft their brand identity.
Their unique aesthetic is a thoughtful mix of nostalgia, humor, and historical references. “We have a very clear vision,” Chopova explained, showcasing their commitment to a style that is both playful and wearable. Elements like oversized hoodies adorned with charm zippers and baggy jeans featuring patches reflect their inclination towards creativity and individuality.
In recent seasons, the designers have drawn inspiration from diverse sources, including the British Olympic gymnastics team and early cowgirls of the Wild West. Their willingness to explore unconventional collaborations, such as a partnership with Hellmann’s mayonnaise, further highlights their distinctive approach to fashion. “The brand has a lot of points of connection that people can make,” Chopova said, emphasizing the inclusive nature of their designs.
The brand’s success is evidenced by accolades such as the New Establishment Womenswear award at the British Fashion Awards in 2023, and recognition from esteemed publications like ELLE UK. Their community of fans includes celebrities like Dua Lipa and Charli XCX, alongside a diverse array of fashion lovers who appreciate the attention to detail and inclusive silhouettes.
Creative director at LN-CC, Reece Crisp, remarked on the brand’s clarity of purpose. “Chopova Lowena is not bound to any rules; it’s clear about who it is and how it wants its fan base to become part of its world.” The brand’s knitwear, particularly the hooded intarsia knits, has emerged as a significant trend, solidifying its place in the fashion landscape.
Both designers embody the spirit of their brand, often seen wearing their own creations that reflect a unique blend of personal style and professional vision. Lowena-Irons recalls her earlier fashion choices as unconventional but ultimately empowering. Chopova, having moved to the United States from Bulgaria at a young age, cultivated her creativity in a supportive environment, which helped shape her distinctive style.
As the brand continues to grow, the designers remain focused on their ethos of creating meaningful, high-quality garments. “We want to do well, and we want to make good clothes,” Chopova affirmed, hinting at plans to open a store in the near future. With the ambition to expand, they envision a retail space that mirrors their unique aesthetic—an inviting, unexpected environment filled with their innovative designs.
Ultimately, the story of Chopova Lowena is one of determination, creativity, and an unwavering commitment to their vision. Their journey from a small start-up to a recognized name in fashion illustrates the power of collaboration and the importance of staying true to one’s artistic instincts. As they look to the future, Chopova and Lowena-Irons are poised to continue making waves in the fashion world, one distinctive piece at a time.
