Petar Petrov founded his eponymous women’s wear brand in Vienna in 2009 creating a dynamic, elegant aesthetic that fuses feminine fluidity with precise tailoring.
“A concept of luxury that can be summarized in a few words does not exist for me. Of course, the finest fabrics, leathers and materials create the products ‘value’ but I try to design with my personal idea of a modern woman in mind. I learn from my clients and what they share is independence, individuality and a taste for the unexpected.”
Petrov, who was born in the Ukraine and raised in Bulgaria, studied fashion at the University of Applied Arts in Vienna and benefitted from the high profile roster of tutors including Viktor & Rolf and Raf Simons. The principles of Viennese modernism, quality materials and purist forms, had a profound influence on the designer’s work.
Petrov engages with the intrinsic beauty of the materials to create distinctive designs with impeccably crafted detailing. He avoids excess and decorative gestures allowing a garment to exist on its own terms: simultaneously relaxed and smart, useful yet beautiful. He designs clothes with a wear and wear again appeal, building a wardrobe of pieces that work together and apart over the seasons and years. Luxury and sustainability are inextricably linked.
“If products and ideas have quality they do not loose value – this is the tenant of Viennese modernism I want to honor today,” says Petrov.
The result is metropolitan, elegant and truly beguiling.