If fashion shows generate anything, they generate a huge amount of buzz. Maria Boneva knows it well. One of the most successful business women in fashion and music circles, Mrs. Boneva is a well-known media figure who has changed the look and acceptance of local fashion industry and has given a lot for the positive development of Bulgaria.
Maria believes that strong women are the ones who can change the modern world and proves it with every goal she achieved. We met Maria Boneva during the 3d edition of Summer Fashion Week in the Yacht Club Marina Dinevi and asked her a couple of questions.
Tell us about Summer Fashion Weekend 2021.
Each following edition of the Summer Fashion Weekend enjoys more and more partners and attracts many new Bulgarian and worldwide designers. This year almost all designers managed to sell their collections and within a year we plan to make a big stand in the backstage area, where designers and visitors can communicate freely and try on clothes.
How did you become involved with Fashion industry in Bulgaria?
I’ve been working in the apparel industry since I was 22 years old. I’ve been the Head of Advertising in one of the leading fashion agencies and also a producer of the Miss Bulgaria beauty pageant in the 90s. I’ve also worked for Best Model of The World and Elit Model Look. Over the years I realized that it is time to establish my own brand that fully supports and shows the fashion scene in Bulgaria, in all aspects. This is how the idea of “Code Fashion TV” was born.
My media is the organizer of Sofia Fashion Week. We have already successfully realized 9 editions in partnership with Mrs. Marinela Arabadzhieva. Since 3 years at Summer Fashion Weekend we are in partnership with Mrs. Daniela Nedelcheva and Marina Dinevi. I believe that big projects in Bulgaria need to be accomplished with strategic partners who have the necessary base and opportunities for this. I can proudly say that Code Fashion TV has many of such and I am very thankful for that.
How much time goes into planning and preparation for an event such as Summer Fashion Weekend?
It takes a maximum of two months for us. We have established long-term partnerships with many clients and designers and thanks to them things happen easily, quickly and professionally.
What is the challenge and the best part about organizing fashion shows and designers’ competitions?
Working with different people, especially with artists and creators is extremely fulfilling. There is nothing better than seeing the designer’s smile on the stage, knowing that he is satisfied with everything you have done for him. I am extremely happy that no matter how difficult the situation with Covid-19 is, Bulgarian designers have managed to create and find a way to express themselves and their ideas. In general, Code Fashion TV is the only Bulgarian fashion television, it always gives fashion challenges all year round, through its projects, to its partners and viewers.
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What designer initially sparked your interest in fashion?
There’s not just one, but on a global scale the two that made me turn to fashion are Coco Chanel and Gianfranco Ferree, who I had the opportunity to meet personally. From the Bulgarian designers, definitely my favorites are Joro Pentagram, Albena Alexandrova – Shaggy Gargoyle, Jana Zhekova, Rumyana Konstantinova and Evgeniya Borisova. These are the artists who have given a lot to the Bulgarian fashion and are continuing to do so nowadays. I am proud there are more and more fashion Bulgarian designers who manage to realize themselves very successfully not only in Bulgaria but worldwide too.
How do you think the fashion industry can improve?
We all know that the fashion industry is one of those that have the most negative impact on the environment and sometimes even cruel by given the production of animals leather and furs for producing clothes. However, I see that there is an increasing number of designers and fashion houses who are eager to turn their vision and production through eco fabrics, recycling fabrics, which if you are talented enough you can turn into amazing models. All this inspires me and I believe that in my favorite area of development things are getting better and people appreciate that.
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What, in your opinion, is the future of fashion industry in digital world?
I think that the young generation is starting to adapt well in the digital world and fashion brands are reaching as many customers as possible, which is definitely helping their sales. However, no matter how strong the digital world is, the emotion, atmosphere and feeling which an offline fashion show can give to its viewers, can never be recreated online. That’s why at Code Fashion TV we skillfully balance between creating events in which we gather the fashion and business elite and presenting them in the digital world.
