A new fashion label is about to lure Melbourne ladies to Chapel Street in South Yarra by the end of May.
DIIDA is the brainchild of fashion designer and creative director Dimitria Papafotiou, who has decided to launch her own lines of distinctive, chic clothing.
The name is a nod to her childhood nickname, and her label aspires to become an Australian brand that brings together Grecian designs and feminine styling.
“DIIDA, the name, has been with me since childhood. It’s an affectionate name, that represents family, life, and above all, love,” she tells Neos Kosmos.
“The brand represents my take on the modern woman in all her forms, on all occasions. DIIDA is a strong, chic, incredibly romantic, extremely flirtatious and very seductive lady. This woman walks into any occasion and demands attention.”
Dimitria’s label offers a range of womenswear carrying her interpretation of strength, sex appeal and freedom, inspired by ancient Grecian garments and the endless Greek summers alike.
“I haven’t created this label to make women dress the way I like to dress. I’ve created pieces that accentuate different parts of the body,” she explains.
“My objective is to provide the modern woman with enough options to style and create for every facet and event. ‘Desk to dinner’, ‘beach to bar’.”
The talented designer has always been fascinated by human expression and believed that one’s style is an expression of their personality and how they desire to be perceived by the world around them. From the business suit in the boardroom, that represents strength and authority, to the bikini on the beach that exudes fun and freedom.
“Over the past 12 years I have worked across many aspects of the fashion industry: design, production, buying, textiles, quality assurance and planning.
“I have also been exposed to marketing, public relations, visual merchandising, and the overall operations of a fashion business. With the acquisition of these skills, I’ve moved my way up and the right time came to turn my dream into a reality,” she continues.
“When starting your own brand from scratch it’s easy to make mistakes that can cost you money as well as your reputation. Now I have the right contacts, people who have seen my work and trust me, but I have also learned what the modern woman desires from a label.”
DIIDA’s first collections ‘Siren’, ‘Key to the City’, and ‘Mediterranean Holiday’, along with ‘Athenian Goddess’, which hasn’t yet been revealed, will all be available at the launch.
“Through DIIDA I aim to deliver chic, and distinctive designs, providing luxurious, yet attainable quality and style.
“My clothes are also made from natural fibre so the body can breathe as well.”
Dimitria’s label is designed to cater to a diverse audience of consumers, with the price point ranging from $299-$999.
“To me it was imperative that the pieces would be impeccably created with the best materials imported from Greece, Paris and Turkey. All the clothes are designed and made locally.
“I take pride in knowing where and by whom my clothes were made,” she emphasises.
Dimitria’s conscious creations are an essential complement to the Australian fashion industry landscape, celebrating female form with respect.
“I’m a bit fed up with extremely oversized clothing or super-revealing dressing. I like to leave enough to the imagination. My designs are for the strong and confident woman who knows what she wants and has a strong sense of style.”
For more information and to view and purchase the collection, visit www.diida.com.au or contact (03) 9428 2299.
