{"id":38261,"date":"2025-05-01T08:00:00","date_gmt":"2025-05-01T08:00:00","guid":{"rendered":"https:\/\/muse.international\/?p=38261"},"modified":"2025-04-28T02:16:48","modified_gmt":"2025-04-28T02:16:48","slug":"s-s-2023-pink-flow-lookbook-playful-worlds-by-viktoria-marchev","status":"publish","type":"post","link":"https:\/\/muse.international\/index\/s-s-2023-pink-flow-lookbook-playful-worlds-by-viktoria-marchev\/","title":{"rendered":"S\/S 2023 ‘PINK FLOW’ Lookbook: Playful Worlds by Viktoria Marchev"},"content":{"rendered":"\n

Viktoria Marchev is a visionary fashion designer with a background in graphic design, known for seamlessly merging brand identity with bold, expressive collections. Her work has been featured at major Fashion Weeks, accompanied by striking lookbooks that chronicle each stage of her creative journey.<\/p>\n\n\n\n

Q1. Congratulations on your achievements in the MUSE Creative Awards! Could you start by introducing yourself or <\/strong><\/p>\n\n\n\n

Thank you very much for this wonderful recognition. My name is Viktoria Marchev, and I am a fashion designer. Before\u2014and alongside\u2014my fashion design career, I worked as a graphic designer, creating brand identities for companies. So, it felt like a natural progression to design all the visuals for my own fashion brand as well.<\/p>\n\n\n\n

I create collections once or twice a year, showcase them at Fashion Weeks, and art direct the campaigns. For each collection, I also design a lookbook that includes all the key milestones related to that season.<\/p>\n\n\n\n

Q2. What inspired you to submit your work for this competition, and what does winning mean to you personally and professionally?<\/strong><\/p>\n\n\n\n

I am happy to say that I\u2019ve had good experiences so far. As a fashion designer, I\u2019ve won multiple design awards. When I saw the opportunity to apply for the MUSE Awards, I wanted to submit something I hadn\u2019t submitted before\u2014something I felt was truly award-worthy. I\u2019m very happy to see that the design jury felt the same way.<\/p>\n\n\n\n

Q3. Can you share the story behind your success? What inspired its creation, and what do you feel it represents in today\u2019s industry?<\/strong><\/p>\n\n\n\n

The lookbook, created as marketing material for the S\/S 2023 PINK FLOW collection, reflects the overall joyful ambience of the silicone pieces I designed. I work with liquid silicone rubber to design and create garments that usually evoke a futuristic world. This time, however, I focused on the playfulness of the material, creating Barbie-themed pink, blue, and translucent pieces with heart shapes and flamingo patterns.<\/p>\n\n\n\n

For the campaign photo shoot, the playful yet futuristic environment of a bubble tea shop helped highlight all the qualities in the pieces I was eager to express. The lookbook includes photos from the shoot, my digital sketches, and look shots on a mannequin.<\/p>\n\n\n\n

At the time, I was in a phase of my life where I had to make a lot of responsible decisions and was working in a corporate environment that lacked color. I believe I needed to create something colorful, joyful, and feminine to restore balance in my life. And I believe we all need that kind of balance from time to time.<\/p>\n\n\n\n

Q4. What do you believe set your project apart in such a competitive field? Were there specificQ4. What do you believe set your project apart in such a competitive field? Were there specific elements or strategies that made it shine? or strategies that made it shine?<\/strong><\/p>\n\n\n\n

First of all, I\u2019m very grateful that this project was received so well\u2014it’s truly a great honor. I feel that, while the lookbook itself isn\u2019t long, it has many layers. The different elements were created in stages: the sketches, the garments, the two types of photo shoots\u2014on location and in the studio\u2014took place months apart. Once every element was finalized, I had a lot of valuable material to work with.<\/p>\n\n\n\n

The campaign photos invite you into a fun, imaginative world where such playful fashion pieces could possibly be worn every day\u2014this is the fantasy aspect. At the same time, the lookbook offers technical details and a behind-the-scenes glimpse into the design process. It also presents the garments in a neutral, white background in still form, so you can clearly see the details without distraction.<\/p>\n\n\n\n

The photos were taken by my husband, Dobrin Marchev. His work is always clean and straight to the point, which I believe is essential for successfully presenting my designs.<\/p>\n\n\n\n

Q5. Every project has its challenges. Can you share a significant obstacle you faced during this process and how you overcame it?<\/strong><\/p>\n\n\n\n

Now that the world is moving toward all things digital, it\u2019s natural to question the importance of producing printed lookbooks. You can view photos on social media and even flip through digital books online. The biggest challenge I had to overcome was the question of whether a printed version was even necessary.<\/p>\n\n\n\n

While I\u2019m personally very enthusiastic about digital technology, I believe that a physical lookbook remains a powerful form of presentation. It offers a more immersive, guided experience. These lookbooks aren\u2019t mass-produced\u2014they\u2019re distributed exclusively to a targeted audience, with the hope that they\u2019ll become part of the recipient\u2019s personal collection of books and magazines.<\/p>\n\n\n\n

Another challenge was having the courage to begin, even when I didn\u2019t feel I had the financial resources to fully realize my vision\u2014especially when it came to the photoshoot and printing costs. But in the end, everything came together.<\/p>\n\n\n\n

S\/S 2023 ‘PINK FLOW’ lookbook<\/a><\/h6>\n\n\n\n

<\/p>\n\n\n\n

Explore the journey of Shuxuan Yang<\/a>, the Gold Winner of the 2025 MUSE Creative Awards. She is a graphic designer specializing in identity design, motion graphics, and generative design. Her award-winning project blends storytelling with visual systems, exploring the intersection of utility and emotion, and inviting viewers to reflect on their own journeys.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Viktoria Marchev is a visionary fashion designer with a background in graphic design, known for seamlessly merging brand identity with bold, expressive collections. 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