A new luxury label is about to launch in the market.
Headed by founder and creative director Dimitria Papafotiou, DIIDA will open its first boutique in South Yarra, Melbourne next month offering a range of womenswear.
Papafotiou brings with her 12 years experience working in fashion retail across design, production, buying, textiles, quality assurance and planning.
She said that she is thrilled to launch her first foray into bricks and mortar.
“I’m so excited to be finally bringing my creative ideas to life.
“What a blessing it is to share with Australian designers, and women in general my interpretation of feminine strength, sex appeal and freedom through my designs.”
DIIDA's will launch four new collections in line with the store opening.
Siren, Key to the City, Mediterranean Holiday and Athenian Goddess will offer a range of structured pieces, tailoring alongside bold and floral prints.
Papafotiou believes that the label will present choice to a diverse audience of consumers.
“I’ve 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.
The dynamic facets of a woman’s world is what excites me – to style and create for every facet is the core objective of my brand DIIDA - ‘Desk to dinner’, ‘Beach to bar’”.
DIIDA price points will range from $299-$999.