Curve Boutique

by Nina Gelb

With celeb fans like Cameron Diaz and Reese Witherspoon, L.A.’s high-end specialty boutique Curve has expanded to New York City, offering a discerning selection of couture staples and emerging designers to devoted clients on both coasts.

When Nevena Borissova opened the doors to Curve boutique in Los Angeles a decade ago, she aspired to bring style to then-nondescript Robertson Boulevard. She envisioned the store to be like an eclectic art gallery, mixing high and low fashion such as $80 tees with $3,000 couture pieces. Her vision was embraced by the city’s most influential fashionistas, and Curve quickly became a favorite with Hollywood elite like Cameron Diaz, Jennifer Lopez, Lindsay Lohan, Mischa Barton and Reese Witherspoon. Serving as both owner and buyer, Borissova, who regularly travels to fashion shows and markets in Paris, Milan and London, meticulously selects a mix of the haute-est, most acclaimed designers, such as Albino, Viktor & Rolf, Tim Van Steenbergen, Valentino, Anne Valérie Hash, Jenni Kayne, Ports 1961, Burberry, Bruno Peters, Antonio Berardi and vintage Chanel.

Last December, Borissova opened a second Curve boutique in the hip SoHo area of New York City. The feel of each store is decidedly different: L.A. is minimalistic, open and airy, with concrete floors that offset the white interior décor, while NYC has an old English feel with oak wood floors, exposed brick walls and dim London-style street lamps leading to the dressing rooms. The shopping experience at both, however, is very similar. Rather than browsing clothing racks on their own (as most New Yorkers are accustomed to), Curve’s patrons receive customized service from talented stylists who create for them personalized ensembles.

Curve’s success is largely due to Borissova’s ability to predict the looks for each season and update her merchandise accordingly, as demonstrated by Curve’s current selection. “Metallic is so fresh and important this season,” Borissova says. “Think hyper-modern mixed with icy tones; gray and soft, muted palettes mixed together like mauve, taupe, ivory and white.” Layering will continue to be a key element behind Curve’s style, with short jackets matched with long tops or short dresses complemented by lots of necklaces and bracelets. “The juxtaposition of opposites is important,” she says. “Rhinestone necklaces worn with T-shirts, lace dresses paired with leggings or jeans. Leather jackets are also big this season, in cropped and fitted silhouettes balanced with raw edges and intricate construction.”

Curve LA
154 N. Robertson Blvd., 310-360-8008

Curve NYC
83 Mercer St., 212-966-3626

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