Nidodileda. Designer
Tonia Mitroudi, Founder and Designer of Nidodelida introduces the brand and explains their philosophy of Diversity in Unity.
"All the women who feel unique, who have recognized their diversity at every age and have embraced it as they embrace our clothes"
BYO: How would you describe the style of your clothes?
TONIA: We introduced the concept of Bohemian Vintage to Greece in 2013. Our collections are based on the sense of the classic, lack of trend in fashion but in the timelessness of the beautiful through a sensual gypset character that highlights the free spirit and sensitive side of a woman.
The brand's journey in the universe has a beginning with fabrics. Each of them tells you its mood and air, whispers its story to you, and takes you to all these images that create the same feeling in me.
BYO: Who is your team and how did you decide to create the Nidodileda brand?
TONIA: The brand was born by me about 9 years ago. After my studies in journalism and then in advertising, at the age of 23 I left for Milan and started my studies in fashion design while I continued my studies at Instituto European Design in Spain on cinema, television, image-making, and Fashion Styling. After working in iconic international fashion magazines, I decided to share my images and express my personal meaning through the marriage of colors and textures, bringing Nidodileda to life. The name is from the Latin Nido di Leda which means the nest of Leda and has references to the myth of the Dioscuri, according to which the twin sons of Leda and Zeus, became stars in the sky because of their exemplary brotherly love, forming the Constellation of Gemini, whom Dante calls in the "Divine Comedy" Nido di Leda. So the name is not accidental since my companion in life but also in the brand itself is my twin sister Nadia who has taken over the wholesale department and this year we designed our Athleisure collection together. The same brotherly love recently brought our third sister Faye, an architect by profession, to the brand, with whom we design the brand's homeware collection, Nidodileda Home.
BYO: Who is your audience?
TONIA: One of the mottos of the brand is Diversity in Unity. Diversity for me is the one that when realized and embraced brings out harmony and balance in the universe, in nature, in the inner world of man. Without the diversity, there would be no time since every moment we count is unique and different from the previous one. So our clothes, which I call wardrobe treasures, are addressed to all women who feel unique, who have recognized their difference at every age and have embraced it as our own clothes have embraced all these years. Behind each of our clothes, there is a special look and feel, which, however, makes the brand timeless over the years in its identity and in its love for its audience.
BYO: What has your audience loved about your clothes?
TONIA: This exactly diversity that results in timelessness over time I think. Our collections do not follow fashion trends, they refer to dreams and senses of the past but also of the future. They have an unpretentious vintage character while they are made with materials and love for the now and every moment of the present. And most importantly, they love feminine nature in any of its manifestations. She who will wear Nidodileda can understand it from the first moment, it is the feeling and the whisper of the clothes on her.
BYO: In what other countries can your brand find a response?
TONIA: Nidodileda is already an international brand as it has Nidodileders as we call the women who love us all over the world. In fact, there was and still is - less of course - people in Greece who did not know that the brand was Greek, mainly due to the image and feel of the clothes and our campaign. Precisely because of the bohemian philosophy of the gypset lifestyle as we often mention, myself and my expression through Nidodileda is never associated with a place and an identity but instead expresses the universality in the sense, and this is exactly the characteristic which has made us known abroad, in many different markets. In fact, in addition to our online shop, there is a physical presence in boutiques in Italy, Dubai and other European countries.
BYO: What do we expect from Nidodileda in the new season?
TONIA: The new SS 21 collection is called Phoenix, and refers to the bird "Phoenix" which is found in all primitive civilizations over the centuries and which for us symbolizes the change through the innate transformation, of this inner power in everything that has a soul. And it goes to new through evolution. It is this power that can change the whole world, especially in such times. Our clothes this summer, travel us back to the fragile beauty of the late 60’s, to the sensuality and freedom of movement of the early 70's and marks the union of the following characteristics. The softness in the feeling of the fabrics with the dynamics of both colors and prints. The lines of the clothes but also the layering that they generously offer with their combinations, create our palette that is none other than that of the feeling of "Phoenix".
Emblematic sleeves that create impressive volumes combined with satin finishes that follow the flow of the body.
Muslin and silk that in their passage have by their nature the air movement and the traditional kimonos for us that symbolize the feminine dynamics in its simplicity.
They maintain their theatricality and the combination of the "old" element with the reference of the "now" to the points that help you feel unique.
For the first time, we create the perfectly combined pair of shoes whose type could not be other than that of mules. And our "Phoenix" earrings that complete our every look.
BYO: Where can we find you?
TONIA: you can visit our online store nidodileda.com or, you can visit our first store Nidodileda Creative Store, in Kifissia Levidou 1a for a really special shopping experience.
