Devon


<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1500" height="1016" src="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-4.jpg" alt="Deni owner of ID Fashion " class="wp-image-59060" srcset="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-4.jpg 1500w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-4-800x542.jpg 800w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-4-1000x677.jpg 1000w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-4-768x520.jpg 768w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-4-775x525.jpg 775w" sizes="(max-width: 1500px) 100vw, 1500px" /><figcaption>Credit Margo R Photography </figcaption></figure>



<p>If ever Plymouth had hidden fashion gem, it&#8217;s <a href="https://identityfashion.online/about-us/">Identity Fashion</a>, on Royal William Yard. Behind the historic facade is a stunning contemporary women&#8217;s clothes store. It&#8217;s called Identity Fashion because its rails are filled with unique one-off pieces, designed to appeal to your unique identity, as well as bold accessories and styling opportunities &#8211; all at prices that won&#8217;t leave you reeling. </p>



<p>Owner Denitsa Avramova, aka Deni, grew up in Bulgaria, the daughter of fashion designer, Anna Avramova. She saw firsthand how the country&#8217;s fashion industry exploded from communist era uniforms to what is now a melting pot of exciting creativity and fresh ideas, which she brings to Devon via her Plymouth and Totnes stores.</p>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1000" height="1000" src="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/07/Devon-photographer-Muddy-Stilettos-Hotel-Indigo-1591.jpg" alt="" class="wp-image-57188" srcset="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/07/Devon-photographer-Muddy-Stilettos-Hotel-Indigo-1591.jpg 1000w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/07/Devon-photographer-Muddy-Stilettos-Hotel-Indigo-1591-800x800.jpg 800w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/07/Devon-photographer-Muddy-Stilettos-Hotel-Indigo-1591-400x400.jpg 400w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/07/Devon-photographer-Muddy-Stilettos-Hotel-Indigo-1591-768x768.jpg 768w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/07/Devon-photographer-Muddy-Stilettos-Hotel-Indigo-1591-525x525.jpg 525w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/07/Devon-photographer-Muddy-Stilettos-Hotel-Indigo-1591-500x500.jpg 500w" sizes="(max-width: 1000px) 100vw, 1000px" /><figcaption>Deni with partner Ritchie / Jo Cunningham Photography </figcaption></figure>



<p>This year Deni, who has a background in theatre and the arts, won the <a href="https://devon.muddystilettos.co.uk/awards/">National Muddy Stilettos Award</a> for Best Women&#8217;s Fashion 2023, beating regional winners across the 28 Muddy counties. </p>



<p>Her Autumn/Winter 2023 Collection is now in-store, so the perfect time to tap Deni for up-to-the-minute fashion intel.</p>



<h2 class="wp-block-heading" id="h-hey-deni-how-do-you-decide-what-to-put-on-of-a-morning">Hey Deni, how do you decide what to put on of a morning?</h2>



<p>It depends on the day &#8211; what I need to do or where I need to go &#8211; but mostly it depends on how I feel. I may change a few times before I decide the look I want.</p>



<h2 class="wp-block-heading">What does your wardrobe look like?</h2>



<p>I have dedicated a room in our house for my wardrobe and it&#8217;s not always organised! Sometimes it’s hard to find what I’m looking for. I have mirrored doors on my wardrobe and good lighting, with plenty of daylight coming into the room.</p>



<h2 class="wp-block-heading">How do you work out your outfits?</h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1500" height="1001" src="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-6.jpg" alt="Deni, owner of ID Fashion in her Plymouth store" class="wp-image-59061" srcset="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-6.jpg 1500w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-6-800x534.jpg 800w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-6-1000x667.jpg 1000w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-6-768x513.jpg 768w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-6-787x525.jpg 787w" sizes="(max-width: 1500px) 100vw, 1500px" /><figcaption>Credit Margo R Photography </figcaption></figure>



<p>It’s very rare that I have time to plan outfits ahead and it doesn’t always come together as I planned without trying it on. I work better putting an outfit together in the moment and I need to see it on. I love layering my outfit with my accessories and my fragrances too. It all happens last minute and what it is depends on how&nbsp;I feel.&nbsp;Getting my outfit together helps me to start my day and its a quite important thing for me, especially&nbsp;if I’m feeling under the weather. It&#8217;s like therapy really.&nbsp;</p>



<h2 class="wp-block-heading">What&#8217;s your go-to outfit when you&#8217;re in a rush but need to look put-together?</h2>



<p>A one-piece outfit is my trick, say a dress or jumpsuit accessorised with a statement piece of jewellery or a hat. Maybe throw over an oversized blazer. Then the shoes can change the outfit from a dressed-down look to dressed-up, and definitely with a statement bag.</p>



<h2 class="wp-block-heading">Any investment pieces?</h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="960" height="1440" src="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-red.jpg" alt="piece from ID Fashion" class="wp-image-59076" srcset="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-red.jpg 960w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-red-533x800.jpg 533w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-red-667x1000.jpg 667w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-red-768x1152.jpg 768w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-red-350x525.jpg 350w" sizes="(max-width: 960px) 100vw, 960px" /></figure>



<p>I love individual, unique, one-off pieces like some of the collections we have at Identity Fashion. I do try to get one for myself from each collection.</p>



<h2 class="wp-block-heading">What would we never find in your wardrobe?&nbsp;</h2>



<p>Girly dresses.</p>



<h2 class="wp-block-heading">Describe your make-up routine.</h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="800" height="1067" src="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/madamdebrow.jpg" alt="Jo Benton, Madame de Brow make-up artist " class="wp-image-59073" srcset="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/madamdebrow.jpg 800w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/madamdebrow-600x800.jpg 600w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/madamdebrow-750x1000.jpg 750w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/madamdebrow-768x1024.jpg 768w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/madamdebrow-394x525.jpg 394w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p>I try to look after my skin and my creams are one of the most important routines. I always start with a good hydration cream and I have been working with a professional makeup artist, <a href="https://madamedebrow.com/?fbclid=IwAR1bLmze0NhWebCDFDiDHVL_sArQTUKKl1Q4ELlDkFetfTQEsLfY43Ii6mQ">Madame de Brow</a> (above) and I love to use her products. The natural &#8216;makeup-no-makeup&#8217; look is my everyday beauty.&nbsp;</p>



<h2 class="wp-block-heading">Do you accessorise your outfits? </h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1500" height="1001" src="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/DENI-2.jpg" alt="Deni, owner of ID Fashion sitting in the corner of her store" class="wp-image-59063" srcset="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/DENI-2.jpg 1500w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/DENI-2-800x534.jpg 800w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/DENI-2-1000x667.jpg 1000w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/DENI-2-768x513.jpg 768w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/DENI-2-787x525.jpg 787w" sizes="(max-width: 1500px) 100vw, 1500px" /><figcaption>Credit Margo R Photography </figcaption></figure>



<p>Always. Accessories can change any outfit and make it individual. They are one of the most important little touches in any outfit. The easiest way to change the same outfit is using accessories.&nbsp;</p>



<h2 class="wp-block-heading">What kind of jewellery do you go for?</h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="800" height="800" src="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/den-i-necklace.jpg" alt="ID Fashion necklace " class="wp-image-59078" srcset="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/den-i-necklace.jpg 800w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/den-i-necklace-400x400.jpg 400w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/den-i-necklace-768x768.jpg 768w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/den-i-necklace-525x525.jpg 525w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/den-i-necklace-500x500.jpg 500w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p>Bold and loud statement pieces.&nbsp;I love long leather statement necklaces, big rings and sunglasses.</p>



<h2 class="wp-block-heading">Are you a stilettos girl or strictly flats?</h2>



<p>I love the stilettos look, but it is important that you can stay graceful in them. You need to walk the shoes and not let them wear you. Unfortunately, I’m more flats confident.&nbsp;</p>



<h2 class="wp-block-heading">Any fashion no-nos or common mistakes you&#8217;re careful to avoid?</h2>



<p>I try not to wear anything that makes me uncomfortable and not myself, and to not overdo an outfit. It&#8217;s a fine line between fashionable and carnival. I try always to dress for my body shape and bring my own identity with my looks. And <em>never</em> boring.</p>



<h2 class="wp-block-heading">Any colours, clothes or items you wouldn’t be without this autumn/winter?</h2>



<figure class="wp-block-image size-full"><img decoding="async" loading="lazy" width="1920" height="2560" src="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-id-scaled.jpg" alt="Deni, owner of ID Fashion seated next to a red carpet" class="wp-image-59062" srcset="https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-id-scaled.jpg 1920w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-id-600x800.jpg 600w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-id-750x1000.jpg 750w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-id-768x1024.jpg 768w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-id-1152x1536.jpg 1152w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-id-1536x2048.jpg 1536w, https://dev.muddystilettos.co.uk/devon/wp-content/uploads/sites/14/2023/09/deni-id-394x525.jpg 394w" sizes="(max-width: 1920px) 100vw, 1920px" /></figure>



<p>Always black, but this autumn is all the shades of brown and nude with colourful accessories, oversized blazers, jumpers and shirts, cargo look trousers and corset-shaped dresses.&nbsp;</p>



<h2 class="wp-block-heading">Who&#8217;s your style role model?</h2>



<p>My mother, she is a fashion designer in Sofia and&nbsp;I grew up helping with her fashion shows. I learned everything about fashion from her.&nbsp;</p>



<p><strong><em>Check out the collection online and in-store at </em></strong><a style="font-weight: bold;font-style: italic" href="https://identityfashion.online">Identity Fashion</a><i style="font-weight: bold">, Unit 9 &amp; 10, Mills Bakery, Royal William Yard, Plymouth. PL1 3GE. Tel: 01752 267951</i> / <strong><em>TRADITSIA, 83 High Street, Totnes, Devon, TQ9 5PB. Tel: 01803 84082</em></strong>.</p>


Meet Devon’s national Muddy Award Women’s Fashion winner, Deni Avramova

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