Julian Dainov: Bulgarian artist in the world of haute couture
Julian Dainov is one of those rare visionaries who change fashion and business not only with new ideas but also with new standards. With a characteristic eye for detail, he creates strategies that transform familiar brands into global phenomena.
Among his clients are Amazon, Chanel, Rolls-Royce and Cartier.
Dainov started his professional career in one of the biggest marketing agencies – Liganova, where he worked with brands like Chanel, Mercedes, Hugo Boss, Tommy Hilfiger and Porsche Design.
Over the years he has expanded his skills in the fashion industry and has worked with leading retailers such as Harrods, Saks Fifth Avenue and Barneys, "hunting" for new trends and selecting the most suitable models for future collections.
In 2019, after years in global marketing, Julian founded his own holistic marketing and brand strategy agency in Berlin. It has managed to enforce the concept of lifestyle-appeal – enriching brands with a unique lifestyle sex appeal that ensures their presence in the market.
He has taught marketing and brand strategy at universities in Denmark, Switzerland and Germany for many years. For the students, he is not just a teacher, but a mentor who shows them the realities of the industry – its creative and financial side.
He recently launched two unisex collections – shirts for German brand Seidensticker and trousers for Rossi. "Unisex is the new black", clothes have no gender and everyone can wear them in their own unique way, says Julian.
His desire to support young talents is realized in the international project Neudeutsch with artists from Germany, presented in Florence,
Milan and Copenhagen during Fashion Weeks. The collection is attracting a lot of media attention and is a bold step towards change in the fashion world.
His apartment in the centre of Sofia is in an old building with a typical 1960s architecture and layout, which, however, no longer fits the times we live in. He changes it completely: of the original four rooms, only the load-bearing walls remain.
The interior design is entirely his work – the idea for the layout and redesign of the apartment, the colour concept, the interior planning, the final decoration.
Our home Magazine Photos Marcel Erdelen for Westwing
