My story

DESIGNER BACKGROUND | FROM BULGARIA TO NEW YORK AXEL HARDY™ is an independent fashion brand founded by Bulgarian designer Axel Hardy, whose work bridges artisanal craftsmanship, artistic expression, and sustainable fashion. Based in Bulgaria, the designer operates Boutique AXEL HARDY in Veliko Tarnovo — a historic and highly touristic city — where the brand is discovered by an international clientele from around the world. Axel Hardy is widely recognized in Bulgaria for her innovative and artistic approach to fashion and has received multiple national awards from the Bulgarian Fashion Academy, including Golden Needle 2019 for Fashion Innovation, Golden Needle 2023 for Artistic Fashion, and Golden Scissors 2025 for Contribution to Sustainable Fashion. Her designs are distinguished by hand-crafted techniques, textured materials, and a strong authorial identity. Since March, AXEL HARDY™ has expanded internationally with a physical presence in New York City SoHo, marking a strategic step toward the global fashion market. The brand has been featured multiple times in leading international fashion magazines across North America, Europe, and Asia, and has achieved real physical sales in the mid-luxury segment. Rooted in Bulgarian craftsmanship and artistic heritage, and naturally evolving toward New York’s creative fashion scene, AXEL HARDY™ represents a contemporary designer brand where authenticity, sustainability, and artistic vision meet an international audience.