The Source: Fashion/NYC Welcomes Curve Clothing Store

Curve: Mastering the Art of Style
by Lisa Germinsky

Artists create to fulfill an undeniable passion, not amass a fortune. That’s clearly the credo behind

Curve Boutique; www.shopcurve.com NYC: 212 966 3626 LA: 310 360 8008 Miami : 305 532 6722

Curve, Nevena Borissova’s collection of unwavering specialty boutiques dedicated to style and cutting-edge fashion in New York, Los Angeles, and Miami. “Each location has its own feel. We’re not a chain,” says Nevena, post-pregnancy and vibrating with enthusiasm. “The stores are completely different because the cities are completely different.”

Given the care and individual touches Nevena bestows upon the Curve shops, it’s no surprise that the targets of our style envy—models Jessica Stam, Noot Seear, Noémie Lenoir, and Selita Ebanks—habitually stop in at the New York location, a bohemian-glam hideaway on Soho’s Mercer Street.

What’s the draw of the magically cozy shop? Perhaps it’s the haberdashery touches, like the metal trunk, animal-skin rugs, and antlers that double as ring holders. Or the bounty of avant-garde designers beckoning models and fashionphiles. “Before we arrived in New York, no one carried Isabel Marant,” Nevena says. “Models love us because we buy a lot of not-so-known or widely distributed designers, especially European. These girls work in fashion. They want things that aren’t accessible to everyone. We buy for that girl.” And by “that girl,” she could very well mean regulars Erin Wasson, Angela Lindvall, or the Lilys (Cole and Aldridge, that is).

Curve’s high/low French street-style aesthetic charms models like Karolina Kurkova. Beaming like a proud mama, Nevena says, “I pretty much dress her now. Preen was made for Karolina. She wore it to CFDA and was on best-dressed lists.”

Model Karolina Kurkova with Curve owner Nevena Borissova

Known for whip-smart styling and fierce editing skills, Nevena nails this season’s uniform. First, olive is the new gray. “The mood of the universe is a little somber right now,” she says, “so wearing yellow, orange, neon…not so good.” Encouraged, however, are a Balmain blazer, a Veda leather jacket, a flat boot, an oversize Inhabit sweater, a Raquel Allegra shredded T-shirt, and Genetic skinny jeans. “You need an amazing piece of jewelry, scarf, or accessory that makes you different,” she says. At the moment, models are filling up on favorites like Faliero Sarti scarves, Givenchy shoes, and Pauric Sweeney structured bags.

Curve’s dedication to style’s process and the art of timeless dressing holds wide appeal. And while hard-to-pronounce names and super-glam clientele may intimidate, Nevena promises with a laugh, “We’re really normal—people shouldn’t be afraid of us. We don’t bite!”