Lily Ivanova singing “Happy Birthday” to Lyubomir Stoykov in the presence of his wife Vessela and their son Kalin on May 11, 2004

In an atmosphere of great solemnity and glamour, and among many guests from the political, diplomatic, cultural and business elite, Associate Prof. Lyubomir Stoykov Ph.D. celebrated his 50th birthday. The universally acknowledged fashion expert devotes much of his time to teaching. He is a part-time assistant professor at the Faculty of Journalism, a lecturer in Journalism and Culture, Business Culture and Communications, and Public Relations at the University of National and World Economy (UNWE). Associate professor at UNWE (since 1996), associate professor at St. Kliment Ohridski Sofia University – Faculty of Journalism and Mass Communications (since 1997), and associate professor at the National Academy of Arts (since 2003). Ph.D. in Philology since 1988. He also teaches “Culture in the Mass Media” and “Business Communication” at the Faculty of Journalism and Mass Communications, as well as Fashion Theory and Modern Trends in Fashion at the National Academy of Arts.

He is the author of over 10 books and monographs, among them “The Charming Dictator. Kaleidoscope of Fashion”, 1982; “The Beauty of Communication”, Sofia, 1984; “The Individual – Inside and Outside”, Sofia, 1990, “Fashion: from Nefertiti to Top Models”, Sofia, 1994; “Bulgarian Advertising. Contemporary Etudes”, Sofia, 1995; “Kalinography. Conversations with Stavri Kalinov” Sofia, 1998; “World Fashions – Part I (England and France)”, Sofia, 2000; “Almanac of Bulgarian Fashions” (1999, 2000, 2001, 2002, 2003); “World Fashions – Part II (the USA)”, Sofia, 2004.

Associate Prof. Lybomir Stoykov’s major interests and activities are connected with the theory of fashion, fashion journalism and fashion design, culture and cultural anthropology, publicity and advertising strategies. In 1993, together with Donka Ganeva, he founded the Fashion Academy in Paris. Now he is its vice chairman and chairman of the first journalist jury of the Golden Needle award. He was the maker, author and host of the first specialised TV fashion show Blyasak (glamour) aired on the Bulgarian National Television (1994), and author and host of the fashion show “From Needle to Thread” on New Television (1995-2003). Manager of “From Needle to Thread” Consultancy House (since 1997), specialised in consultation services regarding public relations and image-making. One of the founders and member of the Board of Directors of the Association of Image-Makers in Bulgaria “Imaginess”. Member of the Union of Bulgarian Journalists.

Mr. Stoykov, on May 11, a grand party marked your 50th anniversary in Home 2 of Boyana Residence. At such a moment one inevitably looks back and asks oneself, “Have I achieved everything I dreamt of?” What is your balance and have you fulfilled your dreams?
I find it hard to answer these questions definitively. Probably others feel the same way – occasionally I am overcome by doubt and uncertainty about the point of everything I have done. I have been wondering whether there have been other ways of personal fulfillment, what I have lost, what I have won, as well as what I have won when I have been on the losing side…

The most important thing for me is that throughout these years I have striven to work honestly, selflessly and tenaciously to achieve a high level of professionalism in my career. As for my results in journalism, television, books, films, university activities, etc. – the others are in their right to judge to what extent I have been successful. I do not regret anything I have done so far and if I had the chance to turn back time, I would live the same life.

There was a dual occasion for your celebration – your birthday and the promotion of your latest book “World Fashions. Part II: the USA”. It is just the most recent of your series of books dedicated to the Charming Dictator. Tell us about them.

It is true that most of my books are devoted to fashion and fashion design. I have works which are less popular, yet they mean a lot to me – “Business Culture and Communication” (for my students at the University of National and World Economy and St. Kliment Ohridski Sofia University). “Kalinography” (my book about Stavri Kalinov), the book about advertising, in co-authorship with Georgi Grozdev, as well as other books on communication and human behaviour. But the largest share of my books are about fashion. They are of mixed nature, blending research, theory and journalism. Usually they were inspired by my personal interest in beauty – women and clothes, accessories and hairstyles, as well as the state and dynamics of world fashion design. I had the good fortune to associate with some of the most famous and successful designers, top models and fashion journalists in England, France, the USA, Canada and elsewhere.

The gaps (numerous as they are) in the history and theory of Bulgarian fashion also posed a challenge to me. I am glad that a few years ago I managed to outline the basic stages in the 100-year-long history of Bulgarian fashion and Bulgarian fashion press. My aesthetic, artistic and cultural background provided an invaluable basis for my analyses, reviews and interviews regarding the fashion life in Bulgaria and abroad.

The wife of the American Ambassador to Bulgaria, Mrs. Kathy Pardew, is author of the preface to your book dedicated to the US fashions. She was also an honorary guest at your birthday party and addressed you with very kind words. What moved you most in her appraisal?
I would like to seize the opportunity to thank Mrs. Kathy Pardew once again for accepting my invitation to write a preface and present my new book “World Fashions. The USA” at the charitable premiere. I was most anxious that this should be done by a US citizen, since the Americans know their style best. The appraisal that she gave me in the preface and the interviews on the occasion of the book premiere is very high, so I can only be deeply moved and obliged.

Your dual holiday was honoured by the presence of distinguished figures from different spheres of public life – diplomats, politicians, statesmen, businessmen, intellectuals… Your career is filled with meetings of that kind on a daily basis. Who are the figures that have made the greatest impression on you?
Admittedly, I have met and talked to many world known figures – like Pacco Raban, Pierre Carden, Hubert de Givenchy, Emanuel Ungaro, Alexander MacQueen, Betsy Johnson, Claudia Cardinale, Anuk Eme, Ivana Trump and Esther Canadas. All these meetings enriched me tremendously, yet never sent my head spinning in the clouds.

A great person can also be a totally obscure man, who possesses and eagerly shares wisdom, kindness and positive emotions. I was only 4 or 5 years old, when our writer Choudomir in Kazanlak taught me to read books. I can never forget that. While hitchhiking as a youth or travelling by train, ship or plane later on, I met and got to know incredibly fascinating characters, I learned so many things. I would be a snob and megalomaniac if I limited my contacts only to famous, public figures today. Perhaps it was my parents who made the greatest contribution to forming my character, they are my teachers. Today it is my students who charge me best with emotions. The meetings with them, the lectures and seminars in the auditoriums give me the unique pleasure to get a feel of the new, fresh and provocative thinking, which only they have.