Giorgos Eleftheriadis. Fashion Designer
Photography by Vasilis Karidis
George Eleftheriadis is a fashion designer. His namesake brand was founded in Athens in 1992 and launched internationally in 1999.
“The brand must express the essence of the fashion designer and incorporate the new and evolving styles”
BYO: A few words about the brand..
GIORGOS: I created the brand in 1992, based in Athens.
In 1999 I started to present the collections for the first time in Paris, then London, Milan and Barcelona doing shows, showrooms, presentations. By 2007 we had reached a presence in over 18 countries and about 70 retailers, this unfortunately was minimised when the Greek crisis arose. The domino effect of the international financial crisis-affected and frightened buyers around the world. Our business almost annihilated in three seasons. It was frustrating. We weakened a lot, but we continued, and we remain active.
In 2018 I made the decision to continue on a smaller scale and today the presence of my collections is located in about 20 sale points in Greece and abroad. I want the brand to express the essence of me as a fashion designer and to incorporate new and evolving styles.
BYO: What do you think about fashion design in Greece?
GIORGOS: Design in Greece exists in many different directions and products. But it doesn’t have the position it deserves. Although there are projects in a higher level, it is marginalized next to the mega brands and the Fast Fashion multinationals through the intense promotion and the massification of the buyer's aesthetics through the media. Nevertheless, I believe that the new generation of creators could be differentiated through what is happening. They can show real fashion design, there is dynamism in the country. Our generation has taken some solid steps. Another important factor for the level of fashion design in Greece is that there is still no fashion school that meets international standards. This alone says a lot about how high the level of creative design in the country could go. That is why in modern home design, we see a variety of products inspired by Greek culture. It’s not fashion design, it’s a trend, in most cases, it’s a product that is very close to the souvenir (my holidays in Greece).
BYO: How would you describe the style of your clothes?
GIORGOS: Universal, always in balance, creative, all-time modern, urban.
At the beginning of my career, my clothes were characterized as an alternative style because they suggested a new and creative dialogue of aesthetics and real life. I tried many things and this led me to be able to establish my own personal style, to create clothes that you understand who made them.
BYO: Who do you design your clothing for?
GIORGOS: My audience is multidimensional, different types of people, progressive. They like to try new things, they get dressed in a way that they can express themselves. Cultivated, those who love and appreciate creativity and at the same time they are practical, because they are all active people. I feel grateful that the audience expressed their daily lifestyle and I myself expressed my creativity through them.
BYO: What do people look for in your designs?
GIORGOS: They seek something special, smart and functional and certainly not something that already exists. I believe that in order for someone to be able to attract the attention of the Greek people who see a lot of clothes and accessories, they must have a story to tell.
BYO: What do people love about your designs? Do you have a following internationally?
GIORGOS: There are different things like the aesthetic identity in the style of the clothes themselves, their forms, the feeling you have when you wear them, their construction and that you can wear them in various ways, at all hours of the day. These, I think these are the main reasons. The collections have been sold in various parts of the world. But from the beginning, Japan was the country where we developed the most.
BYO: What drives you to design and what led you to create in the beginning?
GIORGOS: I am creative by nature, I can do anything, I paint for example. I chose this profession without much thought. It gave me the opportunity to express my art in life itself. I loved clothes very much and that’s what I keep doing.
BYO: Are you a long-standing creator? How did you do it?
GIORGOS: ‘Long-standing’ is a quality that arises. Especially when we talk about clothes made over 20, 25, 30 years and when you wear them you don’t distinguish when they were created. You wouldn’t know this from the beginning of your career.
My work brought attitudes, perspectives and elements that as the aesthetics around us evolved, existed more and more and slowly defined our time. What prevailed, was in line with what I already did, that is why I am long-standing. It is clear that the way I live my life and how I make my personal choices, my experiences themselves, the references of my work, played an important role in creating with a personal point of view.
BYO: What does it mean for a Greek designer to be recognised in fashion?
GIORGOS: I don’t care about recognition on a personal basis. I want my personal freedom, my privacy, I value it high so I can continue to feel balanced and creative.
The route, on the other hand, is something that has happened and definitely gives you status in your business. 30 years of presence and a 20-year international course of the brand, clearly highlighted the level of my work and paved the way for other Greek designers to move in this direction. It makes you feel worthwhile because you act out of personal need before it becomes a trend for everyone. This is what I continue to do. In the era we are going through, I choose creativity from the commercial expansion. I have already enjoyed success and now I want to be part of the change we need. A return to lost values in fashion, to real expression, to the sustainability of our business, to creativity versus meaningless consumption. I want to be a good example of a person, as a professional and as a creator. This is the recognition for me: through my loyalty in supporting younger creators with my behaviour.
BYO: What motivates you?
GIORGOS: Life itself and the need to make a statement in our own way.
BYO: Are there things in the city that inspire you?
GIORGOS: The anarchy in the architecture of Athens, my friends, the creative people of the city, whatever people do.
BYO: What is the most important thing you have learned through your work?
GIORGOS: To be me so that I can feel free and creative, and to continue to learn and act as I feel.
BYO: What do we expect from you in the new season?
GIORGOS: "A new sunrise in the sky".
It is a collection that refers to new way of dressing, using creativity and practicality as a requirement of our designs. Exploring the new but also reflecting on the time we are going through.
Dominant elements of SS21, are classic shapes such as the classic T-shirt, the men's shirt and tailoring along with creative "keys" based on geometry and colour blocking.
The silhouettes influenced by the 20s, referring to the 100 years since the era of modernization and liberation of women, by offering new styles in her behaviour and her entity in society. One century later, our time has new data for the same need: to move forward, to redefine consumer behaviour.
We are also starting two collaborations this summer, for which I am very happy and looking forward to.
A collaboration with GRAAMAARG / Konstantinos Garametzis and his project "do not disturb my circles" features an excellent series of high quality year round sweatshirts and t-shirts with style. These are limited edition and would be sold exclusively through our online store and through ‘Yiorgos Eleftheriades Space’ in April.
Also, my collaboration with MAGNETO SCARFS / Panteli Vitalioti, where we create a series of "one of the kind" clothes that use the prints of scarves. Very cool and unique. Which will also be sold online and in the store by the end of May.
