Living in the UK has taught me that saying I’m Greek can be perceived in various ways; even though the most common reply can be related to our economy and the political crisis, but they usually ask out of genuine interest and not to be condescending. Luckily I haven’t received any negative comments regarding my home country – at least not to my face. Especially since the Greeks are one of the most hard-working people in London; maybe the situation is helping them develop. And not only them – Greek brands have been expanding rapidly in the recent years, in a need for both customers and designers to support local creations and talent. And this isn’t only helping the economy, but also makes Athens a small but powerful fashion city, especially compared to what it used to be. So how do foreigners view these brands? Are they considered secondary to other fashion brands from let’s say Paris, London or Milan? My personal experience has shown me the opposite actually – really great talent coming out of Greece that is not only appreciated within Europe but the U.S. as well. Brands like Zeus + Dione, Ancient Greek Sandals, and others, such as Callista Crafts, Marianna G, have many international followers. More and more brands like them continue to show up and expand. They mesmerise the world with the use of excellent raw materials; silks, cotton, leather from small, family-run Greek producers and of course amazing craftsmanship. Because, early on, that what was really common for the Greeks – they made their clothes at the tailor, their wool was handmade, and especially in smaller cities and villages, the women in particular have traditionally been creating with their hands, anything from carpets, to crochet.
It makes me particularly happy when I see brands I really like being appreciated; recently London-based PR agency ‘5th House’ started representing Callista Crafts; a brand of beautiful leather bags and backpacks. They also represent Marianna Goulandri, and her brand of luxurious swimwear Marianna G, and she recently started making jewellery based on the evil eye. Greek tradition has many strong motifs and symbols that can be endless source of inspiration for designers.
Closing off, Greece may not be that appreciated in terms of economy and politics – and who blames them – but it is definitely making progress in terms of fashion and design, small but strong footsteps in the international fashion scene.
http://www.callistacrafts.com/
http://www.ancient-greek-sandals.com/
