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April 20 2014

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Fifteen Years of Curve

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It’s been fifteen years since Nevena Borissova’s indie-boutique-turned-cult-retail-sensation Curve opened its doors on L.A.’s Robertson Boulevard. “I was only 23 years old when it started, and I had no idea what I was doing,” recalls Borissova, who notes that her international clientele are the sort to buy “style over fashion. Robertson wasn’t cool at all…we were the first, and we’re kind of the last, because now I call all the stores pop-ups—opening and closing within a year.”

To celebrate the anniversary, Curve teamed with six designers—each of which has a very different aesthetic—to create a limited-edition capsule collection. “I wanted [the collection] to sit well on an editor’s page,” said Borissova. Available now, the lineup—which features everything from a sapphire-studded Pamela Love cage ring to silver Jenni Kayne D’Orsay flats—blends high-fashion pieces with relatively attainable ones. Yes, the Viktor & Rolf jumpsuit is $4,000 (Rihanna already bought one), but the Mary Katrantzou scarf lands at a more accessible $595—a decision spurred by the aforementioned pop star. “One of Mary’s leather tops from Spring ’13 was, like, $5,000. Rihanna also bought it, so I was like, how can the normal person have something from Katrantzou?”

Curve has another milestone in the works: Borissova, who already has posts in Miami, New York, San Francisco, and, of course, L.A., will open a new location on New York’s Bond Street this summer.

Photo: Courtesy of Curve

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