September is a very exciting month for the I.DEA PR team!  

To carry on with joyous  news we have welcomed a new designer into our showroom: Lora Gene!

After participating in our Soho pop-up in June 2021, Lora Gene has decided to join our showroom and her pieces are ready to be loaned from our Camden Showroom.

Lora Nikolaeva founded her brand hoping to improve women's comfort by pushing the boundaries of conventional designs by fully understanding the intricacies of the female bodies and their necessity for clothing tailored to their needs. Her pieces boost women’s confidence by providing them with clean, minimalistic and feminine wardrobe staples that ignite their inner power and spirit. Originally from Bulgaria, Lora is now based in London - yes, she has a UK-based online shop!

She takes her inspiration from her home country and uses the savoir-faire and craftsmanship of Bulgarian women to create her garments. In addition to her apparel line, LORA GENE has a range of beauty products, GENE IN A BOTTLE, created using the natural resources that Bulgaria has to offer such as herbs, roses, silk, and Orpheus-ingredients. LORA GENE’s utmost goal is to support women, their vision, their initiatives and their lifestyles.

From a range of silk dresses and denim dress to staple velvet and corduroy suit, this selection is perfect for a smooth transition to autumn always in style!

Find LORA GENE on her online shop

Find LORA GENE in Our showroom