Identity fashion is an up and coming fashion label working with a group of talented Bulgarian designers to create affordable, exclusive pieces for our brand.

Our collection focuses on fluid draping, asymmetrical shapes and relaxed silhouettes. Our strong and versatile range of designs stand out on their own or bring a new dimension to a favourite ensemble, allowing you to transform your style to suit your mood and the occasion.

Denitsa Avramova, Identity fashions co-owner and creative director is the daughter of a designer and was immersed in the fashion industry from a very young age. Been brought up in Bulgaria, Denitsa has seen the countries fashion industry explode from the communist era uniforms to what is now a melting pot of exciting creativity and fresh ideas. Denitsa has developed a passion for quality, style and personal identity.

Here is what some of our customers have to say about us on Facebook:

“Found your shop in Totnes last week, and fell in love with loads of your designs. Bought boots and a dress that I adore. I was also a fashion designer so it was lovely to see unusual designs of good quality and at an affordable price. I am back in Ireland now and hope to buy more soon via mail order. Continued success.”

“Beautiful clothing, lovely unusual designs, the quality of the fabrics are superb. Have visited the Plymouth boutique and purchased a gorgeous linen jumper. I have just ordered a dress online, customer service was excellent”

“Amazing!!! I always find something unusual. Good job too as I don’t always like to fit in to your typical idea of what a 44 year old should look like”