The smashing of glasses of gold-flecked Ouzo was how South Yarra toasted the arrival of new fashion label Diida last week. The celebrations continued with luscious baklava martinis and a modern Greek menu designed by celebrity chef George Calombaris. The event played up Diida designer Dimitria Papafotiou’s Grecian heritage and played host to VIPs including Carrie Bickmore, actress Olympia Valance and fashion editor Melissa Singer.
“Diida is an affectionate name given to me by my family when I was growing up,” says Dimitria. “The design and brand are highly influenced by my Greek heritage and European summer holidays.” It all started way back when with Dimitria on photo-copy duty as a design assistant. Diida itself has been a year and half in the making and finally Dimitria has realised a vision of creating a wardrobe for Diida’s kind of women. One that is “sexy, seductive, flirtatious, romantic and demands attention”.
The store’s design by Black Milk is accented by Greek meandros motifs and a feature ceiling of delicate gold tiles. It houses Diida’s debut Autumn/Winter 2016 collections Key to the City, Siren and Mediterranean Holiday with black mesh, blurred florals and snake print signatures.
Find Diida at 583 Chapel Street, South Yarra.