Curve owner knows all the angles
Jewelry and fashion designer, celebrity stylist, retailer — Nevena Borissova has worn an array of hats. She also happens to sell chic toppers at her Curve boutiques, known for their well-edited, closet-like mix of apparel and accessories.
Fifteen years ago, at age 22, Borissova opened the first Curve boutique on Robertson Boulevard. Mind you, that was after stints as freelance designer of a private-label jewelry line for Bisou Bisou while working at the now-defunct fashion boutique Pupe on Melrose Avenue and then as an assistant to star stylist Andrea Lieberman. Borissova went on to dress Usher for several of his tours.
Now there are Curve outposts in San Francisco, Miami, Sag Harbor, the SoHo neighborhood of New York City, and there’s a sixth boutique scheduled to open on New York City’s Bond Street this summer. E-commerce is expected to launch on shopcurve.com by the end of the year.
Borissova explains her success simply: “We mix high and low because we believe that’s how most people dress.
“The driving force behind Curve is newness,” she says.
To celebrate her 15 years in business, Borissova is rolling out a limited-edition anniversary collection of apparel and accessories, available exclusively at Curve boutiques.
“The idea came to make a capsule collection with pieces that people can collect and wear years from now, pieces that can withstand the test of time,” says Borissova. “And then came the idea to do everything in black, white and metallic, which I think is kind of like the black of the new century.”
The first seven styles hit shelves just a few weeks ago, and five are accessories. In fact, accessories sales make up about 30% of Curve’s business, Borissova says.
The collaborative anniversary pieces include a black, white and mirrored silver version of Thierry Mugler’s Muglerette handbag with detachable straps ($1,695), created in Paris with former creative director Nicola Formichetti, perhaps better known as Lady Gaga’s stylist, who recently moved on to Diesel.
“It’s kind of the ‘It’ bag with the fashion crowd right now,” says Borissova.
Rihanna has already snapped up one of the exclusive $3,380 bodysuits by Viktor & Rolf, who are relaunching their haute couture collection in July after a 13-year hiatus.
“I felt that, yes, it was a crazy piece and a very expensive piece,” Borissova says. “But it would be nice to do just a few, and they would be truly collectible. [We are] running less than 10 of them. It can work with a slack or a sheer skirt for dramatic, red carpet effect.”
Local designer Jenni Kayne offered her D’Orsay flat in silver brocade ($550).
“Jenni is an old friend of mine, and we were one of the first to carry her collection,” Borissova says. “The first time I saw the D’Orsay flats, I said, ‘OK, you just made the new ballet flat. You are about to hit the jackpot.’”
Kayne was enthusiastic. “I love Nevena and Curve,” she says. “And to me our collaboration embodies both of our aesthetics and represents our relationship perfectly.”
Los Angeles designer Pamela Love created a fine jewelry version of her signature half-cage ring in sterling silver, embellished with 15 sapphires ($705) to honor Curve’s 15-year landmark.
Other exclusive anniversary pieces include a dress by local designer Raquel Allegra in her renowned tie-dye skeleton pattern ($240); a white-banded black hat by Borissova’s favorite hat-maker, Italian heritage brand Borsalino ($385); and a butterfly stamp-print scarf by London-based designer Mary Katrantzou ($595).
Coming in August: black suede leggings by Genetic Denim.
A knee-high, wedge boot by Parisian fashion brand IRO and jewelry by Erickson Beamon are slated for October delivery.
“I personally think I’m creating the new vintage of the future,” says Borissova. “Twenty years from now, our kids will think of these as vintage, because [they are done in] such limited numbers.”
While Borissova’s branded apparel line for Curve was discontinued five years ago, this season marks the soft launch of a new apparel collection A.O.T.C. (“ahead of the curve”), exclusively at Curve boutiques.
Curve boutique, 154 N. Robertson Blvd., (310) 360-8008, https://www.shopcurve.com
154 N Robertson Blvd., Los Angeles, CA 90048
