Plymouth, 17 September 2022 – Devon designer fashion brand, Identity Fashion, together with Bulgarian designer, Nikolay Pachev, has organized a unique fashion show in Royal William Yard, Plymouth, for the local community, raising more than £5,000 pounds for the Chestnut Appeal for men’s health.

The collection presented was entitled “HUG” based on the idea that individuals are essential to one another and we should cherish each moment we share together.

“The concept behind HUG is simple: I’m here for you, I am standing by your side, I am holding your hand. It’s all about support,” said the internationally acclaimed designer, Nikolay Pachev. 

When creating the clothes, Pachev used prints of hands and deconstructed geometric shapes to create a unique look. 

The show started with classic ‘80s power suits which evolved to V-silhouette trenches, silk-layered kimonos, and volume pleated dresses. The high point of the show was several huge puffer jackets that resembled hands embracing the body.

This event marked the third collaboration between lifelong friends Denitsa Avramova-Bastable, owner of Identity Fashion, and Nikolay Pachev who have previously worked together on other collections.

In order to strengthen the message behind the show, Bastable and Pachev chose friends and close ones to walk the runway.

The collection was shown in three parts culminating in a sensual performance by Bulgarian contemporary dance artist, Aleksandra Spasova.

While models were not strutting down the runway, people had the opportunity to bid in an auction for luxury items.

Deni commented: “Identity Fashion is all about supporting your own style and identity and helping you wear what makes you feel good. We want to put Plymouth on the fashion map and ” Hug” is a cutting-edge show that would fit right into London Fashion Week. Nikolay’s designs are not only superbly stylish but thought-provoking. The show was a real celebration of people supporting each other.”

“Identity Fashion is a lifestyle brand and is all about community. It supports local artists showcasing their work and offering a platform for them to be seen. Our passion is helping the community and I feel we achieve this with the more personal approach we have when customers visit us. 

“We have a team of young designers that help us to create unique sustainable fashion with high-quality fabrics that last beyond the seasons and we do our own unique jewellery in our shops to compliment our looks. Our collections are exclusive, bespoke and unique. 

“We are based in the beautiful Mills Bakery building in Royal William Yard. It’s such a unique destination, just like our designs.”

All funds raised went to the Chesnut Appeal. Lesley-Ann Simpson said, "We'd like to thank Identity Fashion for choosing Chesnut as their charity. What a Fashion Show it was! The evening was very well supported, with the help of some very generous people. Thousands of pounds were raised towards finding the missing men of the pandemic. Over 350 men were tested at our PSA Testing event, which is just one of the projects we are working on across Devon and Cornwall to support men in the community."

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