IMROSKA: When Romania Speaks Fluent Couture

There is a moment, in every story of authentic success, when it no longer matters where you come from — what matters is who you are. For Roxana Ostroveanu, that moment came at the Ritz Paris, where her collection "The Artist" turned a room full of critical eyes from all over the world into a captive audience. The Caudry lace — the very same lace used by the great Paris fashion houses since the late nineteenth century — moved across silhouettes built with Romanian patience and universal vision. No one was asking anymore where the designer was from. The answer was visible in every stitch.

The founder and creative director of the fashion house IMROSKA has made her mark on the international stage through collections that blend elegance, contrast and freedom of expression. In 2024 she received the Excellence Award for Innovative Haute Couture Design, and in 2025 she was honoured with the Visionary Collection of the Year Award and the Visionary Design Award at Paris Fashion Week — the industry's most demanding stage. Two consecutive editions, two awards, one single message: Romania has entered the global couture conversation, and this time not as a guest, but as a voice of its own.

The Woman Behind the Brand Wears No Mask

Few luxury designers come with a résumé that also includes psychotherapy. Roxana Ostroveanu does. With a career spanning more than 15 years in fashion and training as a psychotherapist, she launched IMROSKA out of a profound understanding of today's woman: complex, vulnerable, conscious, authentic. This unusual combination — tailoring and psychology — is not a biographical footnote. It is the brand's DNA. "IMROSKA is, at its core, a haute couture brand that moves towards essence and blends luxury with the authenticity and individuality of every woman," says Roxana Ostroveanu. This is not a marketing formula. It is, in fact, a rather daring promise in an industry where individuality is often sold in series. The difference is that, at IMROSKA, the promise is kept: every piece is built on the body, not for the body. Ostroveanu points out that the great fashion houses are returning to the tailoring of old, to construction on a living model. By recalling the times when women visited seamstresses for made-to-measure clothes, we come to understand just how much the industry has standardised us — and how essential it is to wear something that truly fits you. Coming from someone who works with premium materials from France and Italy, who has labels woven in London hanging on the rack, this return to origins sounds more like a quiet revolution than nostalgia.

Paris, the Ritz, and a Lace with Memory

The collection "The Artist", presented at Paris Fashion Week, was a poetic dialogue between heritage craft and contemporary expression, celebrating laces with history — woven since the late nineteenth century by craftsmen from Caudry, France, who became synonymous with haute couture. Each piece stood out through its fluid silhouettes, meticulous detail and an aura of timeless grace.

If "The Artist" spoke in the language of discreet refinement, the "Zebra" collection celebrated balance and authenticity, winning the audience's appreciation for its bold visual identity and powerful message. Two collections, two aesthetic languages, the same signature. This is what it means to be a brand with character: it does not cling to a single visual register out of fear of going unrecognised, but has enough confidence in itself to explore contrast without losing its way.

And because luxury fashion is also measured in famous wardrobes: IMROSKA creations have reached VIPs such as Carrie Underwood. This is no minor detail. Nashville has its own standards of glamour, and Carrie Underwood is among the most exacting arbiters of them.

AWAKEN: When a Garment Becomes Ritual

IMROSKA celebrated its first year of existence by launching the AWAKEN collection: a manifesto about awakening, presence and the balance between what we wear and who we are. The entire collection is built around the idea of spiritual awakening, of ownership and of conscious choice — including in what we put on.

Does it sound like a lot? Perhaps. But we live in times when the luxury consumer no longer buys merely a garment — she buys a perspective. She buys an alignment. The IMROSKA logo is inspired by the Merkabah pyramids and the lotus flower, symbols of transformation and of the balance between the material world and the spiritual one.

The materials for the AWAKEN collection were chosen years in advance, but activated creatively only as the brand and the designer matured. In a way that is deeply personal yet perfectly recognisable in the current zeitgeist, AWAKEN offers not just clothes, but symbols, rituals, emotions. If the minimalism of the 2010s taught us to put our wardrobes in order, AWAKEN suggests that what remains in the wardrobe should have meaning. That a dress can be an intention.

The Joy of a Happy Atelier

Behind every luxury brand there is an atelier. And behind the atelier there are people. At IMROSKA, the energy with which the products are created in the atelier, the hangers crafted by the most renowned manufacturer in Italy, the labels woven in London, the materials and lace from France — all used by the greatest brands in the world — place IMROSKA at European standards. But perhaps Roxana Ostroveanu's most unexpected statement is not about awards or about Paris. "Our atelier is already a paradise. Beautiful energy, we love each other, we protect each other. They are my consciously chosen family. We work with love, we have the most beautiful materials, golden hands, patience and a great deal of dedication." In an industry famous for exploitation and burnout, such a confession is, paradoxically, the most credible brand argument anyone could offer you.

Farfetch, 190 Countries, and Proving a Point

IMROSKA is now available on Farfetch, with clients from over 190 countries able to explore and purchase creations signed by Roxana Ostroveanu — pieces handmade in Romania from luxury materials from France and Italy, blending classic elegance with a contemporary vision, with an emphasis on sustainability and innovation.

Farfetch is not a democratic showcase. It is a selection. To be there means that someone with an exacting eye has decided that IMROSKA deserves to stand alongside the names that define global luxury. For a Romanian brand only one year old at the time of its first Parisian award, this is a narrative arc that is rarely written so cleanly. IMROSKA creations have been a constant presence on the world's great haute couture runways: from Paris, New York and Monte Carlo, to Barcelona, the Venice Film Festival and Milan.

The New Collection: Home Is Wherever You Are Honest with Yourself

There are places that belong to you not through deeds and papers, but through something older and harder to explain. For Roxana Ostroveanu, Buzău is not merely her birthplace — it is an inner landscape. And the latest IMROSKA collection was born precisely there: among the Babele of Ulmet, those limestone formations that seem sculpted by a hand that never consulted any manual of aesthetics, and among the Mud Volcanoes, where the earth simmers slowly and unhurriedly, whether you are watching it or not.

It is not the first time a designer has returned home for a collection. But rarely does the return look so little like nostalgia and so much like revelation. The photographs speak for themselves: silhouettes that seem to grow organically out of the landscape, fabrics that ripple in the same rhythm as the plains wind, colours that have absorbed the limestone dust and that particular light of the Romanian south — harsh and warm at the same time. There is no neutral backdrop here. Everything is present, everything takes part. And that is exactly why it works: the clothes do not fight nature, they continue it.

There is a subtle echo of Saint-Exupéry in this whole aesthetic — the idea that what is essential is invisible to the eye, that what truly matters is not seen, but felt. An IMROSKA dress worn in the midst of a primordial landscape does not become smaller by contrast. On the contrary: it becomes more honest. It sheds its artificial context and is left with what it always was — a construction with intention, a beautiful object that knows why it exists.

That this collection was photographed where Roxana Ostroveanu first drew breath is not a sentimental detail. It is a statement of principle: true luxury has no need of borrowed scenery. It knows how to be at home wherever it arrives — even on cracked earth, beneath a Buzău sky.