Indie Designer: Mila Ateva of Sassa Björg

'Bright Lights, Deep Shades' collection by Sassa Björg

So as part of the ongoing sustainable fashion debate, I have decided to start featuring the profiles of independent fashion and accessory designers who might not be using eco-fabrics or recycled materials per se (if at all), but instead have made a commitment to producing their designs locally – creating sustained jobs for talented artisans and sewers in their community, and subsequently, providing a way for artistic and cultural ideas to prevail.

Sassa Björg designer, Mila Ateva, being a bit 'sassy' 

(photo credit: Nadya Kaneva)

Mila Ateva of Sassa Björg understands what it means to be indie. She creates all of her designs in a bright and colorful atelier on a garden back street in central Sofia, Bulgaria, and during the rainy afternoon that I visited, she had a dedicated seamstress working away on a sewing machine that was surrounded by a rainbow of thread spools.

Sassa Björg atelier in central Sofia (polaroids by Abigail Doan)

I immediately thought to myself that this is how we should see garment workers working – kindly treated, in dialogue with the designer, and stopping at intervals to ask questions and tweak the designs. It was an inspiring thing to witness. It was a true crafting partnership.

My new wool fiber piece from Sassa Björg

Sassa Björg collections celebrate women with a killer independent spirit, and as designer Mila Ateva revealed to me over coffee, women of all ages collect her pieces as a way to add some edginess ("kinkiness") to their lives and closets. All ages? That sounds pretty sustainable to me.

I loved being able to go through racks of Mila's latest designs while we chatted. The fact that some one was on-site making something during the interview totally energized the combination workspace and retail set up.

The new 'Bright Lights, Deep Shades' collection featured here should definitely be snatched up by women all over the planet, although I think that it is pretty cool that savvy shoppers in Sofia know that their favorite picks are only one of a few in existence globally. For now.

Visit the Sassa Björg Facebook page for information on new designs and events. You can also find a curated selection of pieces online at parAvan.

(image credits)

photographer: Vasil Germanov

model: Yana Gerova

hair:  Lubomir Petrov

make-up: Slav

Summertime in Sofia: KAYU Sunglasses

KAYU Rawa bamboo sunglasses

Some friends have expressed concern that I have runaway from home by slipping away to Sofia this summer, so I decided to occasionally post photos of how happy I am here, and how I choose to wear some of the great fashion designs that I packed or acquire during my travels.

I recently started wearing these KAYU Rawa bamboo sunglasses, as they are so lightweight and provide lots of coverage for my sun-kissed face. They are larger than I usually like my lenses to be, but now that I have been wearing them for awhile, the frames feel like a nice layer of protection. I also like the soft natural hue with my skin tone. Another reason to feel good about KAYU? For every pair of sunglasses purchased, KAYU donates US $20 to fund one sight-restoring surgery in the developing world. True global design vision – makes me even happier.

More summer style photos from Sofia to come / xx

Sofia Style: Farenah Concept Store

My visit this week to Farenah Concept store in central Sofia provided a cornucopia of visual pleasures and eco-friendly offerings that truly set the standard for contemporary style in Bulgaria's fashion capital.


I was so impressed that Molo seating and wall units are used to keep the space fluid and organic via shifting floor displays and soft-seating solutions.


As a means to create social space and interactive experiences beyond the on-site shopping, the Farenah team had created this ad-hoc coffee and beverage bar out of Nefab packaging cardboard (below). So clever and resourceful.




Farenah showcases some amazing design labels and home luxury goods that are carefully curated in order to build long-term loyalty with their customers and the local fashionistas. Collections by Isabel Marant, Stella McCartney, Lost & Found, Pollini, and 3.1 Phillip Lim - to name a few, are artfully perched along side vintage retro bikes and the most sublime fragrances and organic chocolates.


The interior of this unique concept store was designed by the architect, Tania Glebova, and the clean modern lines provide a perfect shell for the warm offerings within. Do not miss this gem of a design and fashion destination if you come to Sofia, and better yet, let me know if you do visit, as I will gladly meet you there. The upstairs Champagne hall is the coolest and the ideal spot for a personalized fashion show, far away from home.



*Farenah Concept