FASHION CITY: ATHENS (I)

Spike earrings: Liberta, triangle earrings: Aumorfia, leather dress: Eirene Athens, raincoat and dress with scarf: Stefanos Chrysafis

In the times of social media and online shopping it doesn’t seem to matter anymore where you’re based. We’ve all became citizens of the world wide web. And of course it is a good thing in many ways. 

But sometimes it’s good to take a closer look at where someone comes from. You may realize – just like I did recently – that many people who’s work you like actually live in the same city. 

A couple of months ago I noticed that many of the brands I’ve been fascinated with, came from Athens. It made me search deeper and get in touch with some of designers I found on IG. Here’s the result of it, which may actually evolve into an ongoing project. 

The designers that got my attention are: Alexia Raisi, Eirini (Eirene Athens), Alexia and Valisia (2wo+1ne=2), Angelika (Clone8), Stefanos Chrysafis and two jewellery designers: Theano (Aumorfia) and Ioanna (Liberta). The list is still growing, but these are the ones who I talked to and who’s designes I’m presenting in this and the next two posts. 

Most of the designers I’ve talked to sucked fashion with their mother’s milk. Theano’s, Ioanna’s and Angelika’s mothers were fashion designers or tailors. So the girls have learnt a lot about pattern making and the whole process of clothes manufacturing since their childhood. Eirene’s mother had worked in fashion retail stores starting at the age of 19. In 1979 she opened her first iconic boutique and later on, two other stores selling high fashion brands in the fashionable quartier of Kolonaki ,hub of the athenian society and fashion crowd. Eirene worked in the family business until 2012, when - due to the financial crisis in Greece - the firm had to close. 

What brought the end to some businesses, became the ignition point for new careers. It’s the time of financial crisis when the young designers started their brands. 

So what’s it like to be a young fashion designer in Greece today? 

“To be a designer in Greece has the advantage of getting inspiration from all these magnificent works of ancient civilization and the disadvantage of not being able to perform the best you can because there is zero state’s support and a limited audience to address to“ - says Theano. 

Also Eirene sees the local market as limited, at least for her style. “But the new generation is different, people change... The Last 4 years there's some interesting and stylish shops and concept stores around Greece carrying Greek designers” - she adds. 

Alexia and Valisia are also optimistic about the young fashion scene in Greece: “We believe that Athens oozes with suppressed creativity and resourcefulness and it’s very easy to collaborate with artists from several artistic fields.“ 

Collaboration, admiration and support are the words that came up very often in my conversations with the designers. Theano and Ioanna are not only sharing store space, but also help each other in designing new pieces. All the silver elements in Aumorfia’s jewellery are made by Ioanna. Theano also made special leather accessories for 2wo+1ne=2 and a few other brands.

In my next two posts I will write about each of the mentioned designers and share more photos from the session I did in collaboration with them.