Novruzova Fidan

About

Fidan Novruzova is an internationally renowned designer born in Chisinau, with Azerbaijani roots, who graduated from the BA Fashion Design and Marketing program at Central Saint Martins in London. She launched her eponymous brand in October 2020, and her creations quickly attracted the attention of the global fashion scene, becoming a favorite among artistic circles, VIPs, and international retailers. The designer has particularly distinguished herself through her distinctive footwear collections – square-toe boots and mules in ombré tones – worn by celebrities such as Kendall Jenner, Bella Hadid, and Kourtney Kardashian, but her work extends far beyond shoes, encompassing complex clothing collections. Fidana's aesthetic is defined by the fusion of seemingly contradictory concepts: this is what she calls "post-Soviet retrofuturist aesthetic," combining traditional elements with futuristic influences and delicate symbolism. lvmhprize.com recognized her as a semi-finalist in 2024. The designer uses traditional craftsmanship to create pieces that reimagine domestic objects and everyday elements in unexpected ways, from art deco columns to familiar shortcomings. Silhouettes from modern and past eras merge to form pieces that seem to exist outside of time, characterized by intentional pleats, fabrics salvaged from local charity shops, and handmade details. A defining feature of her work is the commitment to keeping production in Moldova and supporting local artisans and traditional techniques. For her famous boots, she collaborates with a family-run factory in Moldova, where every detail—from creation and patina to stitching and dyeing—is handcrafted. Her experience of being raised by Azerbaijani parents in Moldova has profoundly impacted her creative vision, inspiring her to explore and celebrate both cultures through design, transforming objects with domestic and personal significance into wearable pieces that tell the story of her family and heritage.