Named „FASHIONWAY“ – because the way of fashion, fashion style and fashion world are all around us. The way we dress, the clothing choice we choose, the fashion trends we follow define how other people perceive us.

My name is Diana Filipova and I want to tell you something about me, although writing about myself has always been a challenge – hence im going to be very short. Born in a family of a fashion designer, although in a very different age of the trade – my grandmother raised me with love for the craft. Life had something different in store for me though, and after completing two master degrees at the Technical University Sofia and the Vienna University of Economics and Business, i worked in the area of finances and controlling for several years in Vienna. It did not take long for me to realise that is not my passion, and I turned back to the roots.

In 2012 I started working for a fashion agency in Vienna and re-discovered the world of fashion. I have since represented several Italian brands, been attending annually the Milan fashion weeks, the Vienna fashion week and have successfully helped building up brand shops in Chicago and in Bulgaria.

In this blog i aim to present you my views toward current trends, fashion styles, talk about the business in general and try to show you some of the outfits i am working with at any given time.

Of course, like every woman, i have always followed many high class brands. But it was not only interest – i have also worked with many Italian ones like Versace Jeans, Just Cavalli, Trussardi, Love Moschino, Fracomina and many others. That way I gathered a lot of good experience and managed to make a lot of my dreams come true – for example being able for years to attend a lot of fashion shows on various fashion weeks.

The gathered experience while traveling often to Italy and working with a lot of interesting people from the business there, expanded my views for fashion ands style. A notable example was my work and travel with my partners Chicago where we opened the first Fracomina shop.