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14
Jul
IMROSKA – femininity consciously worn
One year ago, Roxana Ostroveanu – a designer with over 15 years of experience in fashion and a psychotherapist – launched IMROSKA, a brand with a unique energy, born from a passion for clothing and a deep understanding of today’s woman: complex, vulnerable, aware, authentic.
IMROSKA has now celebrated its first anniversary, marking the moment with the launch of the AWAKEN collection – a manifesto collection 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, self-ownership, and conscious choice – including in the way we dress. The fabrics were selected years ago but only creatively activated now, in alignment with the maturity of the brand and the designer. In a deeply personal yet clearly resonant way with the current zeitgeist, AWAKEN offers not just garments, but symbols, rituals, and emotions.
Because the story of this collection – and of IMROSKA – is one worth telling in full, we wanted to hear directly from Roxana Ostroveanu what this celebration means to her.
What story lies behind the AWAKEN collection? How did the idea come about?
Two years ago, I attended a course in Stockholm with Dr. Bruce Lipton, the father of epigenetics. He advocates for the connection between science and spirit – which has been one of my passions long before it became trendy, as it is now. Back then, it was more of a taboo subject, seen as niche, eccentric, conspiratorial, or unrealistic. When I left, Bruce wrote me a note wishing that this science would help me live “a lifetime of Heaven on Earth” – exactly what I’ve always believed: that Heaven and Hell are here on Earth. Through our experiences and our perception of the events we go through – tragic or joyful – through our choices and thoughts, we contribute to the creation of both, beyond what’s “written” or predestined.
Why ‘AWAKEN’? What are you hoping to awaken – in the woman who wears the collection and in the viewer?
To awaken! To become aware in every moment of what we think, what we do, what we feel, what we say. And why not, of what we wear. What are we trying to communicate through our clothing? After all, how we present ourselves is our first business card, and we convey a tremendous amount of information before we even speak a word. We reveal what we feel, how our day has been, what we hide, what we want to appear as, what we don’t want to appear as, what we want to seem like we have, what we love, what’s important to us. Every day we are like a blank canvas painting a new story.
When did you first feel the collection was coming to life?
The idea has always been in my mind. I find inspiration in absolutely everything, without exception. In 2017, for example, I created a collection inspired by a mangrove forest. I was fascinated by the roots and how they intertwined – just like us, all interconnected, whether we like it or not. That’s reality. AWAKEN feels like a personal conclusion. Now that I think about your question more deeply, I realize you’ve helped me have a revelation. I selected these fabrics over 5–7 years ago. But they seemed far too expensive – the kind used by Chanel, McQueen, and Oscar de la Renta. Financially untouchable, and maybe creatively too, because I thought I wasn’t “there yet.” So I never ordered them. Until now.
What symbols or details are hidden in the collection, and what do they mean to you?
First of all, the star placed on the zippers. I bought 925 silver and took it to one of the jewelers of the Romanian Patriarchy – the one who masterfully crafts precious objects like silver reliquaries. Fortunately, he’s my cousin, and I convinced him to create this symbol: two intersecting pyramids, representing the material and spiritual life. Together, in balance, they form the vehicle that helps us transcend. Feminine and masculine in perfect harmony. I added lotus leaves because IMROSKA is ultimately a brand for women. They help purify and protect us. It’s full of beliefs – but all backed by quantum physics, not fairy tales. It’s ancient wisdom passed down from our grandparents and great-grandparents, now aligned with science. Many of us have forgotten these things, caught in the illusion of appearances and everyday hustle.
If you were to describe the IMROSKA woman from the AWAKEN collection in three words, what would they be?
Authentic. Love. Conscious.
What inspires you today? Is there an image, memory, or feeling that has guided your creative process?
There are many. But if I were to share the oldest one… it’s my grandfather. He was the tailor of the village and surrounding areas. On cold mornings, I’d run through the yard to the shed where he worked at an old sewing machine. The smell of sheepskin still brings back the longing for him. A very strong man, passionate about tailoring. You weren’t allowed to disturb him while he worked. But since I was the youngest grandchild, I had access to that magical place. He’d hold me in his arms and sit me down on the sewing machine. I was so small he could continue sewing with me sitting there.
What role do rituals or introspection play in your creative process?
I connect to the collective unconscious very quickly. I do introspection as fast as possible so I can bring the conclusions into the present moment – consciously. It’s like a daily update.
What do you hope women feel when they step into the world of this collection?
I’d love for them to feel at home. Not necessarily in the sense of family, because not everyone is lucky enough to have a peaceful and loving home. But to feel that we’re all interconnected, that we want what’s best for each other, to feel seen, understood, and valued. Our time and our energy are our most expensive and precious assets.
Where do you dream the IMROSKA story will go next?
To continue creating Heaven on Earth. Our studio is already a little paradise. Beautiful energy, we love and protect one another. They’re my consciously chosen family. And we all feel it, without exception. We work with love, have the most beautiful materials, golden hands, patience, and deep involvement. The rest flows naturally – what you create is what you receive. So, the brand will naturally grow. That’s what happens when you do something with responsibility, love, and talent. Success becomes inevitable.
About Roxana Ostroveanu
Roxana Ostroveanu has over 15 years of experience in fashion design. Her creations have consistently graced the catwalks of major haute couture events worldwide – from Paris, New York, and Monte Carlo to Barcelona and Milan. One year ago, she launched her own brand, IMROSKA, turning a personal vision into an international success story.