It’s been almost a year since DIIDA’s first retail store in a key precinct, on Chapel Street, opened its doors.
With every detail curated by the designer Dimitria Papafotiou herself this elegant fashion boutique has sworn to introduce Grecian style to Melbourne.
Bristling with famous European-style restaurants and cafes, South Yarra is also Victoria’s on-trend mecca; the place to go to find quality clothing from international and local labels.
An energetic person herself, Dimitria chose the space on Chapel Street, the street that never stops moving, as the perfect location to nestle her vibrant and always evolving brand.
Diida is the nickname Dimitria’s parents gave her when she was little, so as a choice of retail name it not only represents her identity but also the love and affection she received from her family growing up.
Having been in the fashion industry for over 12 years, working for high end and established brands, the talented designer felt that it was time to present her own ideas and bring her creativity to life.
Inspired by ancient Greece and motivated by the modern woman’s needs, Dimitria, has created ready-to-wear statement pieces that embrace every type of female silhouette and are suitable for every occasion.
“DIIDA’s exclusive range of formal wear features party dresses, bodycon, structured and cocktail dresses. DIIDA’s dress designs are cut from luxurious European fabrics, they are unique in style and in line with current fashion trends,” she tells Neos Kosmos right after showcasing her newset collection at the Melbourne Fashion Festival, getting rave reviews.
“Apart from stunning dresses one will find super sleek as well as flowy camis, blouses, skirts, trousers, shorts, jumpsuits, jackets, and coats.”
What has changed for you and your label in the past year?
My label has been trading for just over a year now. A lot more people are becoming aware of the brand, through our social media channels and celebrity styling and support, such as Rebecca Madden and Silvana Philippousis.
What skills are necessary for a successful fashion designer?
You really have to have a lot of experience in garment construction, fabric knowledge and an eye for detail. It’s key that you constantly evolve your designs and ensure that you are at the forefront of trends, yet keep true to the aesthetic of your brand.
How was your experience at VAMFF?
I had showcased before but it was not for my own label. To be able to showcase at VAMFF for the first time under my own label was very liberating as a designer. I was nervous but so excited!
What is different about your new collection?
I feel as though in this Autumn 17 Collection I have really pushed the boundaries in my designs, I have designed into some real show stoppers! I wanted to show that I could design wearable high end fashionable clothing and as well as showcasing technique through complex design details. It’s the first collection in which I have designed couture garments.
Do you ever feel like you could run out of Greek inspiration?
I could never run out of Greek inspiration, the design details which I adapt into my designs are classic and will never date. The inspiration I get from my heritage, Greek mythology, the goddess, and classic art are never-ending. Its not just about the Grecian dressing that inspires me to create; its also about the surroundings, the land, the art, the lifestyle, and the Greek people.
Do you have any projects or shows coming up?
I will be showcasing at another VAMFF Runway called ‘The Fashion Advocate Runway’, which showcases Australian designed and made fashion. It’s great to know that there is the support for local designers and production.
For more, visit www.diida.com.au