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Doina Ciobanu

Doina CiobanuDoina Ciobanu, born on the 20th of April 1994, in Chișinău, Moldova is a London-based fashion blogger turned model.

Described as having one of the strongest personal brands in the United Kingdom’s fashion industry, as well as being one of the “biggest influences” upon their industry, Doina Ciobanu has modeled and collaborated with an A-list of luxury fashion brands that includes Agent Provocateur, Burberry, and Versace.

Her role as a sustainability advocate has seen her act as an ambassador of the No More Plastic Foundation and the United Nations Development Programme.

Ciobanu launched her fashion blog The Golden Diamonds in 2010 while living in Moldova. While still residing in Moldova, Ciobanu turned down a university placement at the Sorbonne in Paris in order to pursue a full-time career in fashion.

Moving to London in 2014, she scouted and signed with Kate Moss’ former manager as a digital influencer in the same year - shortly before being signed globally by Next Model Management as both an influencer and fashion model - the first Moldovan to do so and the first digital influencer to be signed by Next's London division.

In London she worked beyond her platform on The Golden Diamonds, acting as a correspondent and writer for publications such as Byrdie, Elle and The Guardian, as well as public speaking at events such as WGSN Futures Awards, the Festival of Marketing, Startup Grind, and Web Summit.

Doina CiobanuHer mix of having an online presence and that of possessing a social event presence in London, soon saw her labeled as a part of "the super blogger legion" and a "mega-blogger".

Her mix of offline and online work saw her recognized by Forbes as both one of the top 19 Young Entrepreneurs and amongst the top 30 Under 30 entrepreneurs of Romania, twice as one of Romania’s most influential fashion icons, and twice for 'Best Personal Style' by Elle.

First modeling in Moldova, Ciobanu's management teams transitioned her work to include modeling on a larger scale in 2015.

She subsequently fronted campaigns for luxury brands including Agent Provocateur, Bulgari, Bobbi Brown, Burberry, De Grisogono, Dior, Fendi, L’Oréal, Jimmy Choo, Paul Smith, Tom Ford, and Versace,

Along with Kendall Jenner as the faces of the lingerie house La Perla's Freedom range and has featured in works by both photographers Ellen von Unwerth and Rankin.

Her style and, separately, her modeling work have seen her featured in print in titles such as Elle, Glamour, Harper’s Bazaar, Marie Claire, Tatler, The Telegraph, and international editions of Vogue.

Ciobanu has also attracted the attention of men’s press, ranking amongst the AskMen’s Top 99 women of 2016, being labelled amongst "the most beautiful" bloggers by GQ Mexico, and becoming a regular in the British edition GQ, often featured in their ‘Hottest Women of the Week’ and at their social events.

Doina CiobanuCiobanu was born in Chișinău where she lived until she was 19 before moving to Bucharest and later to London.

Since 2017, having begun to recognise "moral obligations" that came along with working as an influencer given her personal environmental beliefs were often at odds with many consumption practices driven by social media, Ciobanu has used her platforms to advocate for the fashion industry to become increasingly sustainabile.

To this end she has accepted ambassadorships for Eco-Age, the No More Plastic foundation and the United Nations Development Programme and went on to study Business Sustainability Management at the University of Cambridge's' Institute for Sustainability Leadership.

Outside of sustainability focussed speaking engagements, Ciobanu's advocacy for a sustainabile fashion industry has led to her being tapped as a judge for both Positive Luxury and The Sustainables Award.

She has also served as consultant and designer for a number of fashion brands, launching the first sustainabile collection for jeweler Monica Vinader in August 2020.

To achieve its sustainabile credentials, Ciobanu would focus her collection on the versatility of the jewellery and making it the first collection for Vinader to utilise 100-percent recycled sterling silver.

Collaborating with sustainable fashion influencer and model Doina Ciobanu, Monica Vinader has brought out Doina, its first-ever collection made from 100 percent recycled sterling silver.

Doina CiobanuThe 15-piece collection heralds in the brand's commitment to move away from mined materials and have all its jewelry made with recycled sterling silver by the end of the year.

Another brand making a similar commitment is Pandora, which aims to use only recycled silver and gold in its jewelry by 2025. Already, 71 percent of the precious metals used in its jewelry today comes from recycled sources. "We wish to help develop a more responsible way of crafting affordable luxury," said Pandora CEO Alexander Lacik.

Having turned down a position at the University of Paris, Ciobanu corresponded to complete a long-distance bachelor's degree in Political Science and History from the Free International University of Moldova instead.

Based in London, she maintains an interest in politics in Moldova and has stated that she would return there to be active in it. Ciobanu speaks English, Romanian and Russian, and is currently learning French and Spanish.

Doina Ciobanu is passionate about Nicolas Ghesquière, emerging designers and the banning of single-use plastics.

As a fashion influencer with close to half a million followers on Instagram, she is a fashion week regular and is often to be found shooting digital campaigns for a host of brands.

Doina CiobanuMost recently, she modeled Cartier’s new ‘Clash de Cartier’ collection dressed up as a mysterious inspector; shared cinematic portraits where she is drenched in APM Monaco jewels, or added her over-the-top, theatrical spin on contemporary label Munthe’s check shirt dresses.

But Ciobanu is just as often likely to be found urging major hotel chains to ban the use of single-use plastics; posing on Eco-Age’s green carpet in a biodegradable dress by Beirut-based Jean Louis Sabaji; sharing tips on Instagram Stories about the best water filters to use, or pledging for responsible consumption as an ambassador for the U.N.-backed initiative Global Survey.

The survey spotlights 17 sustainable goals and encourages consumers to complete a survey that will identify the degree of sustainable development to date.

Ciobanu is perfectly aware of the dichotomy of being part of the fashion industry and promoting new products as an influencer, while also fighting the sustainability corner. Her answer? Posting responsibly and keeping the conversation real.

Ciobanu is passionate about Nicolas Ghesquière, emerging designers — and the banning of single-use plastics.

As a fashion influencer with close to half a million followers on Instagram, she is a fashion week regular and is often to be found shooting digital campaigns for a host of brands.

Doina CiobanuMost recently, she modeled Cartier’s new ‘Clash de Cartier’ collection dressed up as a mysterious inspector; shared cinematic portraits where she is drenched in APM Monaco jewels, or added her over-the-top, theatrical spin on contemporary label Munthe’s check shirt dresses.

But Ciobanu is just as often likely to be found urging major hotel chains to ban the use of single-use plastics - posing on Eco-Age’s green carpet in a biodegradable dress by Beirut-based Jean Louis Sabaji.

Sharing tips on Instagram Stories about the best water filters to use, or pledging for responsible consumption as an ambassador for the United Nations backed initiative Global Survey. The survey spotlights 17 sustainable goals and encourages consumers to complete a survey that will identify the degree of sustainable development to date.

Ciobanu is perfectly aware of the dichotomy of being part of the fashion industry and promoting new products as an influencer, while also fighting the sustainability corner. Her answer? Posting responsibly and keeping the conversation real.

“To work in fashion can feel a bit hypocritical. I’ve been struggling with this, being so passionate about sustainability. For example, I’ve been wanting to start a fashion brand but at the same time I find myself wondering whether the world really does need another brand?” she said in an interview.

“But what I can do is use my position and my voice by staying inside the industry, to try to slowly change things from within. It’s a lot more useful than being on the outside and criticizing it.”

Doina CiobanuSince educating herself more about the industry’s sustainability issues and using her platform to raise awareness, Ciobanu took Instagram by surprise.

“It’s been about two years and at the time it was almost like a revolution to be a person in fashion and to simultaneously be talking about these issues. It was also a little frowned upon because I was this girl who everyone thought was just pretty and wearing clothes - nothing else."

"When I actually spoke my mind and took a stand for something, people weren’t sure how to feel about it.”

Ciobanu says that her newfound commitment to the sustainability agenda has been transforming the way she does business.

She is aware that her content might no longer be for everyone, but it allowed her to evolve the conversation with her audience from “Where did you get that dress?” to meaningful, educational interactions.

“Since I started talking about real issues, my audience has become more of a tribe. In the past, it was all very marginal without any real spiritual or personal connection.”

“Now when I post something there’s an incredible amount of responses, with people interacting with one another, debating, sharing additional information, or offering to have me over and teach me more if they work for a relevant organization. It’s a real community"

Doina Ciobanu"Social media really does connect people and when you’ve transitioned from something simple and limited, which is just wearing clothes, to something more meaningful, the community can be so responsive.

Some people like easy-to-consume content but the people that follow me appreciate that deeper element, that it’s not just ‘Me, me, me.'”

From an article from Womens Wear Daily


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