Inside Word with Dimitria Papafotiou of DIIDA

Dimitria Papafotiou of DIIDA

The doors to one of Melbourne’s newest fashion boutique’s opened last month with the launch of DIIDA‘s first retail store on Chapel Street, South Yarra just four kilometres south east of the city centre. Located next door to the well-known Café e Cucina, designer Dimitria Papafotiou brings Grecian elegance to Melbourne’s doorstep with pieces that are designed to be taken from ‘desk to dinner’, and ‘beach to bar’.

Why did you choose to open your first store in South Yarra?South Yarra is surrounded by quality iconic boutique stores, restaurants, and has an energetic  vibe that lures people in. It’s a stylish precinct, and it’s an area that demands attention and DIIDA designs do exactly that… the DEMAND ATTENTION!  They also allow women to feel confident and beautiful when wearing our pieces.

How does living in Melbourne influence your style and your designs?I have travelled a lot and have been inspired by trends abroad, but Melbourne has enabled me to express my creativity and incorporate my vision and style. Melbourne is an on-trend city, and women here love to feel and look beautiful. They recognise and appreciate quality clothing and the women of Melbourne are always out to find something new and exciting and embrace their love of European style.

Tell us a bit about DIIDA and how the brand came into being.DIIDA, the name, has been with me since childhood, its an affectionate name that represents family, life and love. I have always wanted to establish my own boutique brand, having worked in the fashion industry for over 12 years, I knew it was the right time to bring together my experience and bring my creative designs to life.

How would you describe your designs?DIIDA represents my take on the modern woman in her entirety. Showing her as a strong, chic, romantic, and confident: a woman who demands attention. Our designs cater for women who enjoy wearing on-trend, classic, quality garments. They are timeless, chic and respond to seasonal changes. The designs have a Grecian influence that represents my heritage and love for fashion. They are versatile in their design, for all occasions; “desk to dinner: and “beach to bar”.

Where are your favourite places to shop in Melbourne and Victoria?South Yarra and the centre of Melbourne, with its abundance of laneways hiding beautiful boutiques.

If you took a weekend break somewhere in Victoria, where would you go?The Mornington Peninsula. It incorporates my two favourite things: wineries and the beach.

What would your perfect day in Melbourne look like?My perfect day in Melbourne starts with a morning walk around the Royal Bontanic Gardens with my girlfriend, followed by brunch at Entrecote on Domain Road, and spending hours browsing in Mecca Cosmetica, looking and shopping at the latest and greatest in beauty products.

What Australian fashion designers do you look up to?Camilla and Marc (with a boutique on High Street, Armadale) as they are a family focused business who have worked hard to get to where they are. Their designs are unique and beautifully designed.

Media enquiries: Lisa Taylor, lisa@ampr.com.au, +61 431 790 297