Identity Fashion wins Best Women’s Fashion in the UK

Plymouth & Totnes fashion store, Identity Fashion, has just scooped the Best Women’s Fashion Award in the UK from top women’s lifestyle platform, Muddy Stilettoes at their much loved National Muddy Awards.

Devon-based fashion designer brand Identity Fashion has been named ‘Best of the Best’ Women’s Fashion beating fashion stores in 27 other counties across Britain.

Identity Fashion, which has a store in Royal William Yard, Plymouth and a store in Totnes was initially voted the regional winner of Best Women’s Fashion brand in the Muddy Awards by customers and people living locally in the South West.

Then Muddy’s regional editors and their ed-in-chief, Hero Brown selected one winner from each Awards category for the prestigious National Muddy Awards.

Identity Fashion is owned and led by Denitsa Avramova-Bastable, whose mother Anna Avramova designed many of its initial designs. Her work has now been joined by collections from up-and-coming designers from Bulgaria, where Deni grew up, including internationally award-winning designer Nikolai Pachev. The brand has built a reputation doing limited, edition or one-offs and every week there is something new in store. With such high quality and unusual designs, Identity Fashion has established itself as a designer label at accessible prices and a go-to for celebrities and women who love to explore and create their own individual styles.

Deni said: “We are so thrilled to be recognised by the Muddy Awards Team and all our customers. Identity Fashion is about supporting your own style and helping you wear what makes you feel good. All of our pieces are one-off and unique - and so they are also unique to your identity. Our team is carefully trained to work with you to find out what styles work for you and help you find the perfect look that you want.

“We also want to put Plymouth and Devon on the fashion map and this award definitely does that. It’s a brilliant awards event and means so much to us - and our customers who are like one big family.”

A piece from Identity Fashion’s Autumn Collection

Lisa, Editor of Muddy Devon said: "Deni is a brilliant success story for Devon, thanks to her flair and passion for women's fashion. Her eye for what locals love - including her brilliant red carpet styling opportunities - and her fabulous charity fashion shows make her a really worthy, stand-out winner in the National Muddy Awards 2023. "

Deni said: “We are working now on a new autumn collection, available from September.

The collection is very interesting with very clever cuts to flatter the figure in high-quality cottons and wool with elements of embroidery and intersecting details. Join us at Identify Fashion to see what works for you.”