GENE

In the 21st century: the time, ideas, the air, the change… Time of broken images, distorted vision, lost dreams and massive confusion; again we are interested in the beginning, the beginning of the beginning. And again, contradictory to the new world confusion, we will try to break the idea of ‘’Now’’ and look instead at ‘”After.” There the layers of the ‘’New’’ will adjust. There is where creativity is born, along with new vision of Femininity! In 1954, Abraham Maslow constructed the idea of a “Hierarchy of Needs”. At the bottom of the pyramid is the “Basic physiological needs” like food, water, air and sexuality. The next level refers to the need for safety, security, order and stability. Once a person has fulfilled his basic nutrition he aims for more. The third level is about “Loving and belonging”, followed by the “Esteem level” and the top “Self-Actualisation”, which occurs when individuals reach a state of harmony and understanding. Once that happens, humans focus on themselves and try to build their own image. So we were interested in where, on which step, humanity is being positioned now. And regardless of the step, we developed this idea into how we designed clothes. Women connect to their clothes on a strong emotional level, where they feel nurtured, security, loved, and a sense of belonging, self-esteem and self-actualisation. Our top priority, Self-actualisation, is already fulfilled, with a personal touch on the self. We aim to dress women in their best state of mind and attitude, to make them feel protection and comforted, emotional relationship followed by strong appreciation foe the self. We developed a concept that’s built on the idea of making clothes for real women, the women of now and tomorrow; women who are already recognizing the idea of “SELF intimacy”. The primary inspiration for this collection is the strong relationship between women and their intimate world, inner perception and its reflection on reality. Feeling intimate in your clothes is the feeling we want to achieve, and being “protected” and feeling safe and comforted while dressing is our aim in this season. “Dressing up your best” is our main line to follow this season! This collection contains two series-Ready to Wear line and Hi End Line.The Ready to Wear line was shotin New York city by Brian Keith and Tanya Ilieva from Silent Models@NY city under the Creative Direction of NLCollective Group. The Hi End Series was shot in Sofia by Vasil Germanov@ThinkTank Lab and Mira Koleva@VisagesModels under the creative direction of GENE Creative Team.