Meet GFF Talent, Simone Dimitrova, a fashion design student from University of South Wales. Simone is inspired by her native country of Bulgaria in the creation of her womenswear collection, called ‘The Shared Memory.’ Looking to the ‘70s and 80s, she explores the connection between the consumer and designer, using fabrics found in her hometown. Learn more below!
What is the most valuable thing you have learnt at university?
To express your own identity, to be in harmony with nature, and to share value and meaning through your collection.
What was the starting point of inspiration for your final project?
My heritage is my biggest inspiration and motivation. My native country is Bulgaria. My mother supports me from day one, and I wouldn't move to the UK to follow my dreams without her. My collection is inspired mostly by her but also by my father and grandparents. The title of my collection is 'The Shared Memory'.
I find it so important to share my background and where I am from because one should never forget where it started. The focus is on storytelling and the connection between the consumer and designer. The period I looked at for shaping my collection is the Socialism in the '70s and the '80s in Bulgaria. Nowadays, when we feel more like human beings than people, connection and storytelling will be valued the most
What form will your final project take?
My final outcome is Autumn/Winter womenswear collection. I will design garments and accessories.
What materials have you used and how did you source them?
I used leftover fabrics. I found them in two stores in my hometown, where they buy the old fabrics from the manufacturers and then sell them for a small amount of money. I decided to buy most of my fabrics from there, and they are all-natural fibres. In this way from old, unwanted fabrics I can create something fresh and new, keeping up the memory alive.
How has it evolved from your initial ideas and what have you learnt along the way?
My graduate collection was formed by three different concepts and by my dissertation research. My dissertation was about Fashion Revolution and who made our clothes? The Bulgarian apparel manufactory and the people behind the walls. The focus was on the workers that made the garments we wear, their stories, the condition of the buildings where they work, and the unfair wages they get from this work.
The first concept was about Bulgarian poetry and art. The second was the one about my family and heritage, and the third was related to craft, artistry, and sustainability in a period of lockdown. The second one was my strongest but I decided to merge all of them into one because all are special to me, and they are also relevant to the current situation. I have learned that the more research you have the clearer idea and outcome you will get.
What are the messages and themes behind your project that you want people to take away? Do explore any topics like diversity, sustainability or politics in your work?
What I found out about myself as a designer from the last two years is that I care about the people, and I care about the Planet. The idea of the connection between the people who made our clothes and the consumers arose while I was on one of my internships at a manufactory in Bulgaria. Then I realised how important is to tell people stories, the ones who work in this industry and no one knows them.
The book that changed my point of view about the fashion industry is called 'Sustainable Fashion, Who's Next?' by Hethorn and Ulasewich. From this book, I learned how important is to treat the workers fairly, build a transparent brand, and to be sustainable. These are my aims. I want to make a statement with this collection and to show that the people who work in this industry are important.
What’s an aspect of the fashion industry that you’re passionate about fixing or having a positive impact on?
I am passionate about a couple of aspects of the fashion industry. For instance, I want to help the manufactory workers to feel appreciated and supported. I also want to protect all animals which are used inside our industry. I do not support such kind of cruelty. I would also like to take part in building a connection between people through storytelling and sharing our heritage. The nationality, family, and home should not be something we should be ashamed of, just the opposite, we should embrace it, that is what makes us unique and special.
What is your plan once you finish your BA?
I will continue developing my own brand which is called Decrux, but in the meantime, I aim to start working as a junior designer or go on an internship at one of my dreamed fashion brands such as Burberry, Gucci, MaxMara. If not, I want to continue my education, enrolling for a Master's Degree.