FASHION LOVES A muse. Givenchy created clothes for Audrey Hepburn; Alexander McQueen for Isabella Blow. For Greek fashion designer Nadia Rapti, inspiration comes from a muse of her own making: the “Nadia Rapti woman”, the embodiment of an ideal that most women aspire to.
“I design all my collections for her,” she explains, from her studio in Kifisia, a suburb of Athens. “The Nadia Rapti woman
is independent and authentic, with an inner strength and beauty. She doesn’t feel the need to follow trends or attract attention. Her style is based on simplicity. That is my passion.”
Defined as a brand “for a woman that dares to be different”, Nadia Rapti specialises in well-cut, wearable pieces with a luxe feel. Signature tailoring creates a rock ’n’ roll edge. “My clothes are casual but with rebel style,” says Nadia. “They are chic, without loud details. I want women to wear them all day and feel comfortable.”
Nadia founded her company in 2012, after graduating
from design school, and after a lifetime spent customising clothes. “I’ve always felt the need to convert fashion into style,
to wear items my own way,” she says. The label is one of several reviving the fortunes of the Greek fashion industry. “We still
lack resources and a solid infrastructure, but creativity and talent abound. It’s looking positive.”
With a focus on sustainability as well as style, Nadia is offering what many young consumers are asking for. “Fashion is one of the most environmentally harmful industries there is,” she says. “Its consequences concern us all, from landfill sites full of clothes to the human cost of poor working conditions. To combat this, we manufacture our clothes in Greece. We are also researching more eco-friendly textiles.” The result is a label with integrity and vision, creating clothes that make women feel as good as they look, and that they’ll want to wear on and on, for any occasion. What’s next for Nadia? “I dream of promoting the Nadia Rapti woman outside of Greece,” she says. “Not just for profit, but for the vision it serves.” Many have gone much further with much less.