Heritage
A house, in its own words
Emma Chopova brings Bulgarian heritage to the partnership, while Laura Lowena-Irons provides the British dimension that gives the brand its cross-cultural identity. The two designers met and formed their creative partnership before establishing Chopova Lowena as a fashion label. The brand quickly distinguished itself within London's fashion landscape with a distinctive approach that merged folk traditions, particularly those rooted in Chopova's Bulgarian background, with a punk sensibility that felt genuinely subversive rather than performative. Their fashion collections feature iconic elements like pleated kilts, bold florals, and prints that reference Eastern European textile traditions while maintaining an unmistakably contemporary edge. The brand developed a strong identity around community and self-expression, cultivating a following among those drawn to fashion that refuses to conform. In early 2025, Chopova Lowena announced its first foray into fragrance, describing the expansion as introducing a rosy dimension to the brand's world. The timing reflected a natural evolution rather than a departure, as the designers had long been considering how to translate their olfactory world into portable form. The fragrance line arrived as a natural extension of a brand aesthetic that had always engaged multiple senses, with signature scents playing an important role in the Chopova Lowena universe the designers had constructed. The Chopova Lowena approach to fragrance mirrors their fashion philosophy: non-conforming, whimsical, and deeply rooted in cultural specificity while remaining accessible and personal. Rather than pursuing mainstream fragrance conventions, the duo created scents that embody the spirit of their most loyal customers, describing the collection as based on three classic Chopova-girls. This approach treats fragrance as an extension of identity rather than a mere accessory. The designers have spoken about fragrance as a way to carry memory and place, with Bulgarian rose serving as a sensory anchor to Chopova's homeland. The punk dimension manifests not through aggression or edginess in the traditional fragrance sense, but through an insistence on doing things differently, on prioritizing authenticity over industry trends. Each scent carries a name that suggests character and narrative, inviting wearers to imagine the person behind the fragrance. The brand explicitly frames its fragrances as tools for self-expression, positioning scent alongside clothing as a means of communicating who you are without words. This philosophy rejects the idea of fragrance as luxury commodity in favor of fragrance as personal statement.