“Burying the Light” is an exclusive luxury fashion project that blends couture craftsmanship with ready-to-wear pieces. It focuses on creating high-quality, limited-edition garments for women who appreciate art, luxury, and emotional storytelling. Drawing inspiration from the traditional clothing elements of the Rhodope region, the project transforms these historical influences into modern, wearable art. Each piece is produced in small quantities, emphasizing exclusivity, with some designs limited to only 1 to 10 pieces.
Research and Creative Process
The project’s creation was informed by extensive research that included a combination of past experiences, online resources, discussions with experts from the Boyana Costume House, and close examination of actual historical garments. After exploring several design ideas, the final four models were chosen based on their alignment with the project’s budget and time constraints, as well as the conceptual message behind each design.
Concept and Message
“Burying the Light” is rooted in a profound philosophical theme: the conflict between individuality and the duty to serve one’s kin, a core value in traditional Balkan culture. The designs are meant to evoke the feeling of sacrifice, highlighting the tension between personal freedom and fulfilling familial responsibilities. The colors chosen for the collection are predominantly shades of black, with subtle nuances that reflect light in intimate ways. This choice represents the traditional constraints imposed on individuals, which become visible only upon closer inspection, mirroring the closeness required to fully experience the garment.
The design incorporates boxy silhouettes with constricting elements, particularly the sleeves, which limit natural movement and enhance the feeling of entrapment. There is no direct slogan; instead, the collection conveys its message through the mood created by the color palette and the construction of the pieces. Accessories play an essential role but are left for the wearer to interpret, allowing for a degree of personal expression within the confines of traditional Bulgarian attire.
Target Audience and Promotion
The primary target audience for “Burying the Light” is individuals who seek fashion that represents deeper philosophical questions. These people tend to live on the fringes of society, exploring alternative perspectives on tradition and identity. The designs cater to those who are introspective and often question conventional roles.
To reach this unique audience, the project will primarily utilize Instagram to promote the collection. Collaborations with influencers in the couture world and artistic projects will help spread the project’s message and attract the right target group. The promotional strategy will rely on organic growth, with paid campaigns targeting lookalike audiences who are passionate about couture fashion and artistry.
Collaborations and Future Plans
“Burying the Light” will collaborate with the micro-organization Ubejna.tochka, a youthful, fringe group focused on interdisciplinary work. This partnership is particularly significant as Ubejna.tochka connects with audiences who appreciate less conventional forms of culture, which aligns perfectly with the brand’s ethos. The potential for future collaborations is vast, especially given the resources Ubejna.tochka holds and its ability to connect with like-minded individuals.
Artistic and Emotional Experience
The purpose of “Burying the Light” is to present an alternative viewpoint to traditional values. It is not just about creating luxury clothing, but also about offering a profound, philosophical experience that challenges the viewer’s perception of art and fashion. The project aims to push boundaries, inviting consumers into a world where fashion is more than just attire—it’s an emotional and artistic journey. The collection is a reflection of the complexities of traditional Balkan life, offering a space for individuals to explore their personal interpretations of the pieces and the story they tell.
