Classic comfort

Ioanna Kourbela's clothes have transcended nations and nationalities. The Greek designer has her timeless pieces available in specialty stores all over the world, and one that has just opened in Sydney in the new year.
Chrysa Fragoulis has been in the fashion industry for over 20 years and knew the minute she saw the market in Australia, there was a need for Ioanna Kourbela's clothes. She was only 17-years-old when she entered the fashion world and hasn't looked back, working and studying fashion styling since her teens in Athens. She lives and breathes the motto "simplicity always works" and that's where Kourbela's designs come in.
"Ioanna Kourbela clothes are incredible dynamic but at the same time they maintain a timeless character," Fragoulis tells Neos Kosmos.
"They attract people due to their differentiation and fabrics. In addition, the fact that the clothes are manufactured in Greece, plays a great role for us and for our customers. Our goal was to be a unique store and this choice helped us achieve it. Last but not least, a very important factor for deciding to be an exclusive Ioanna Kourbela store, was the fact that 'K3 Wearable Thinking' is quite competitive globally, but also keeps the human character."
Kourbela's clothes are hard to define, but one thing is always for certain - an element of comfort and freedom. They have the classic Grecian drape to them, that suit all ages, personalities and bodies. Kourbela searches for inspiration in all of us and given that her clothing is sold all over the world from Norway, Lebanon, New Zealand and Canada, she is mindful to have her designs and clothes transcend countries.
"My feelings when I first put on her clothes were the same feelings that my customers feel now… unbelievable comfort, perfect fitting, unparalleled quality, romance, delight… it's me," says Fragoulis of the clothes.
Her clothes, described as "artfully elaborated sculptures and ethereal forms," are inspired by the energy of urban living combined with the balance of nature. The result is modern and innovative clothing that expresses our every mood. All of Ioanna's garments are Oeko-Tex Standard 100* certified, which means they are free of harmful chemicals.
Fragoulis discovered Ioanna Kourbela's clothes three years ago in Athens whilst working in the fashion industry and knew something had to be done. She opened up the speciality store in Sydney just before the new year and says since the opening of the store, Australian's have been very receptive to Kourbela's free flowing and practical clothes.
"The acceptance from the Australians has been very high and we constantly see it growing," Fragoulis said.
"Although we were aware of the taste, the attention to quality and the fashion awareness of Australians, we were quite surprised with the love that they shown Ioanna Kourbela creations."
The Australian store, situated in the fashion savvy Oxford Street, Paddington, has found it's home and niche on the bustling Sydney street. Renowned for quality clothing and stylish female threads, Ioanna Kourbela creations sits among world-class fashion and stands it's ground.
El Fashion, the Ioanna Kourbela specialty store in Australia, is located at 54 Oxford Street, Paddington, Sydney NSW. For more information, call (02) 9331 1298 or email info@elfashion.com.au