Chopova Lowena Spring/Summer 2025 / SS25 at London Fashion Week entitled “Chukaboo”, There’s a new walloping womanity here at Chopova Lowena.
For Chopova Lowena Spring/Summer 2025 / SS25, designers Emma Chopova and Laura Lowena-Irons reimagine the ferocious feminine muses of America’s past. These are the rodeo girls and the showgirls with their steeds and stockings, who bravely forged their own way through the American West. Denim, studs, spurs, and protective leather outerwear clash with garish and glamorous ruffles and corsetry. Bloomers, cascades of frills, braided belts, and an abundance of medals and medallions reflect the costuming traditions of the Victorian era, creating an opportunity for modern women to identify themselves in the signs and symbols of this collection.
Costuming continues through references to early Victorian Halloween traditions and theatrical garb. Fairies, witches, heroes, and villains walk the runway in chukaboo duos. We’ve adopted the Victorian term of affection to symbolise our best friends, sisters, twins, and families who appear today as a testament to the warmth and togetherness of the Chopova Lowena community. It’s not just stage play: Every girl becomes a woman and must choose the costume she’ll wear for the world, reinventing herself every day in her wardrobe.
Maybe she’ll be a gymnast, too. Inspired by fearless Olympians, dynamic garments are brought into Chopova Lowena Spring/Summer 2025 / SS25 collection as stretch sparkle separates, rhinestone-covered swimwear, and flexible studded suiting that nods to yet another costume of a woman’s life: her work attire. Vintage warm-up gear with its chevron patterns and sporty striping is merged with Victoriana frills for a little extra oomph.
A big, brash personality is just as essential to the spirit for Chopova Lowena Spring/Summer 2025 as are new shoes, accessories, and extra special collaborations and product launches with HELLMANN, ASICS and new Fragrances Chopova Lowena.
HELLMANN, Chopova Lowena collaborates with Hellmann’s on the brand-new Margaret bag. Designed specially to carry a jar of the brand’s legendary mayonnaise. Each bag comes complete with a Victorian silver spoon and vintage-style blue charm, guaranteeing that you will never leave home without something tasty. This playful partnership comes from a shared passion for experimentation and creativity. The bag also honor’s another female pioneer Margaret Hellmann, who masterminded the rich and creamy recipe back in 1913. In the 111 years since, Hellmann’s has been a barbecue, picnic, and party staple—and now it’s making its runway debut with this delicious accessory. Available in limited quantities at Dover Street Market London.
ASICS, Chopova Lowena partners with ASICS to craft a special edition version of the GEL Quantum 360 VIII. Covered in butterflies, rhinestones, flowers, and studs, the shoes exemplify the imagination and toughness of the collection, ensuring that all members of our Chopova Lowena club have a radically cool and comfortable sneaker to carry them through their days. The partnership exists within ASICS’ Crafts for Minds program, allowing designers to customise ASICS’ styles, with their own fabrication and production techniques. The shoes will retail exclusively at Dover Street Market London, launching on Tuesday, 17 September. Proceeds from the sales of the £280 sneaker will go towards the 999 Club charity whose The Bridge service helps those requiring urgent mental health support in South East London.
CHOPOVA LOWENA FRAGRANCE, Chopova Lowena debuts its first-ever fragrances, available exclusively at Dover Street Market as eau de parfum and as candles housed in traditional Bulgarian ceramics. Queen Rosa, Rosa is Queen is a sexy, mischievous fairy. Hay Zhasmina! is a sweetheart. Great Root, Green Ruth is the woodsy nymph. Each scent draws inspiration from characters and collections in the Chopova Lowena universe. From the spunky skater girl to the crystal-carrying poet to the rebellious prep school dropout, all your favourite girls are reimagined as a perfume, ready to blossom on your skin, your clothes, and in your space. The fragrances are made in Bulgaria using native Bulgarian flowers and herbs to brighten your spirits and day, each with a rose oil base. Wear each on its own or layer them for a complex and vibrant feeling.
All images Chopova Lowena Spring/Summer 2025 / SS25 by Chopova Lowena. Credit to : Hair Kiyoko Odo, Makeup Lauren Reynolds, Casting: Sarah Small at Good Catch, Production Sophie Marriott, Styling: Chopova Lowena. PR A.I., Floral design Elle Shoel FLWR GRL