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Identity Fashion, Plymouth

Fed up of your look and want to trade up to more urban and edgy? Hotfoot it to Identity Fashion for amazingly affordable designer clothes and cool limited edition pieces.

Need a fashion reboot? Then you MUST meet Denitsa Avramova, co-owner with partner Richie of Identity Fashion at Royal William Yard. Deni is a total inspiration for what to wear and how to wear it, as is her hidden gem of a clothes store, hidden behind the historic walls of the ex-victualling buildings just as you go into Plymouth’s Royal William Yard.

Here is rail after exciting rail of limited edition day and evening wear, much of it designed by Deni and her fashion designer mother, Anna, along with a few talented Bulgarian designers. Plus, you can get your mitts on their handmade statement jewellery and a curated mix of accessories, scarves, bags and footwear. (Hot tip – she only ever stocks a few of each item, and it changes weekly, so buy your outfit for a big do here and you won’t bump into anyone looking exactly the same.)

Deni grew up in communist Bulgaria, influenced by her fashion designer mum and where everyone was expected to dress the same, so it makes sense her passion is to help people show their personality and individuality through how they dress.

If you love loose but stylish clothes, and easy pieces which you can team up with leggings and boots, which will take you from the school gates, to a business meeting and out to dinner afterwards with just the odd tweak, then here’s your place. Despite the exclusivity it’s amazingly affordable, with prices ranging from £35 to around £250 for a coat.

Think asymmetrical jersey tops in neutrals, chunky necklaces and cuffs, basics like white shirts and pin stripe suits but with a modern twist and teddy bear and swing coats with pretty details. And there are loads of quirky pieces, like a scarf that doubles up as a shrug, a coat that can be worn as a scarf (yes I bought it), chunky necklaces made from silicone (er, yes I… okay it was a total splurge).

I can’t overemphasise how much choice there is and how much fun it is to shop here. Deni and her team are on hand to encourage you to try on things you wouldn’t normally think of, with loads of ideas of how to layer, and put a new look together. And I learnt loads of tips from Deni – how to wear bright pink when you’re pale (not near your face), keep trouser and boot colour the same to make legs look longer. She’s brilliant.

If you fancy the red carpet treatment, for £100 you can book in for a Personal Shopping Experience, which includes a beauty makeover, and a bottle of fizz from Le Vignoble. You can also make your own jewellery. One for hens or a Mother’s Day treat for two?

Deni and Richie (he gave the store its cool industrial look) are really good eggs too, supporting local charities and other businesses on the yard, one to cherish and support. I can’t get wait to go back for more! And if you can’t make it to Plymouth, she also owns Traditsia just up near the narrows in Totnes.

This month in Devon

Unit 9 & 10, Mills Bakery, Royal William Yard, Plymouth PL1 3GE
identityfashion.online
Plymouth 01752 267951 / Totnes 01803 840823

Opening hours
Monday: 10am-5.30pm
Tuesday: 10am-5.30pm
Wednesday: 10am-5.30pm
Thursday: 10am-5.30pm
Friday: 10am-6pm
Saturday: 10am-6pm
Sunday: 10am-4.30pm

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