Fashion designer

Nataliya Zhivkova (Jar&Jam)

Nataliya Zhivkova (Jar&Jam)


Nataliya Zhivkova graduated in Fashion from the National Academy of Arts in Sofia with a Bachelor’s and Master’s degrees. During her studies she participated in a number of competitions and was awarded the first prize in the competition “My Benetton” in 2008.

In 2012 she founded the fashion brand Jar & Jam, developing several collections and showcasing it at the international fashion scene, as well as enriching her experience as a stylist and costume designer and designer for an Italian fashion brand. Developing the Jar & Jam brand in a futuristic and contemporary style, Nataliya creates clothes with modern fabrics and recycled materials, following the idea of ​​sustainable fashion.

The designer also creates conceptual models, part of the art projects of IVAN ASEN 22 designers` platform, as well as her own collections of fashion objects with a message and concept, presented in exhibitions.

In 2021, she presented a collection of her own brand Jar & Jam at the Who’s Next exhibition in Paris. In 2022, the brand was officially registered as a trademark within the European Union Intellectual Property Office.

“I enriched my experience as a designer and in search of provocations and experiments, I follow the idea of ​​creating clothes that have character and are highly individual and innovative – a distinctive feature in the style of the brand Jar & Jam. For me, fashion is an art and a way to express myself and my ideas. “