WORDS BY NATALIE YIASSOUMI
This up-and-coming footwear label is offering a new, made-to-order concept.
Take a quick look at Iva Minkova’s Instagram page and you’ll quickly fall in love with the brand’s romantic sensibility: Mules dripping in glass beads, off-white slippers with pearl straps dangling on either side, and an array of striking images of flowers and modernist sculptures, that have likely inspired the soft hues and curved silhouettes of the shoes. The new footwear label, which is just over eight months old, is the brainchild of designer Iva Minkova, a graduate of the Royal College of Art who started her career designing shoes for some of the biggest names in the London fashion scene, from Christopher Kane, to Alexa Chung and Simone Rocha.
“After years of working by the industry’s rules and bringing other designers’ vision to life, I felt it was time to propose a new take on low impact modern luxury. I wanted to create something previous, desirable and meaningful and to find an ethical approach to shoemaking,” said Minkova.
To that end, Minkova made sure to establish a strong set of sustainable values when launching her label, alongside the dreamy, fairytale-like aesthetic that has come to define her designs. The brand’s shoes are made-to-measure by a family-owned artisanal factory in the Italian town of Vigevano – meaning that a pair is only made once a customer places an order, to ensure no extra stock is being produced or wasted. This also allows Minkova to create a more personable experience: Since every pair is created with a specific customer in mind, the designer also personalises the shoes’ insoles with the wearer’s name.
Her aim? To offer her customer a “forever” piece over a trend item they might want to get rid of a few seasons later. Other sustainability initiatives spearheaded by the brand range from carbon offsetting to careful sourcing of its materials, including deadstock leather and certified viscose.
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