Fashion’s Arc

Nevena Borissova, a jewelry and fashion designer, celebrity stylist, and retailer, happens to sell chic, well-edited closet-like apparel and accessories. Everywhere. After her stints as freelance designer of a private-label jewelry line for Bisou Bisou and dressing Usher for several of his tours- and working with other big name labels- Borissova opened Curve sixteen years ago on Robertson Blvd in Los Angeles. One of the first high-end retail destinations on that street at the time, Curve still offers an edgy-chic assortment of brands of all aesthetics, price points and level of notoriety. Obsessed with discovering and promoting new talent, Borissova has launched the careers of numerous designers and is known throughout the industry as being a buyer that’s ahead of the curve.

She approaches all her buys as a stylist, selling a mix of high and low because she feels that’s how people dress. The driving force behind Curve is newness, and at her shop you will find brands such as Viktor & Rolf, Jean Paul Gaultier, Valentino, Burberry Prorsum, Versace, Emma Hope and more. Currently, there are Curve outposts in San Francisco, Miami, Sag Harbor, and two in NYC, as well as their recent e-commerce launch, and last year Borissova rolled out a new apparel collection A.O.T.C.- ahead of the curve- exclusively at Curve boutiques. She is also the founding member of the Vogue 100, a group of women hand-selected by Vogue magazine from across the country known for being tastemakers in fashion, art and culture. Also in the works is Curve’s first lifestyle store slated to open in 2015 at the new Hayden Track in Los Angeles. Borissova is excited about the new influx of people moving to LA from NY and Europe, and feels a fresh new look will be emerging very soon, as the minimalist chic trend has- finally- made its mark in LA. www.shopcurve.com