TBILISI
Are the Georgians putting something in
the water? Not only has this small country
in the Caucasus region produced the enfant
terrible of the fashion world, Vetements
founder Demna Gvasalia, it is also the
birthplace of David Koma, who has been
artistic director of Thierry Mugler since
2013 and whose eponymous brand is loved
by everyone from Beyoncé to
Cate Blanchett.
So what exactly does this picturesque
spot where Europe meets Asia have
that makes it such a fashion hub? More
Western than other former members of
the Soviet Union, Georgia straddles two
very different cultures. The locals drink
wine rather than vodka, enjoy hot, balmy
summers and speak an ancient language
without Slavic roots. As a result of their
very specific culture, Georgians have a
multilayered approach to fashion that feels
exotic yet results in an utterly
wearable aesthetic.
“Georgians were always creative and
very talented in art and fashion. However,
before, there was not a proper platform
for them to show it to the world,” says
Sofia Tchkonia, the founder of Mercedes-
Benz Fashion Week Tbilisi, which she
established in 2015. “That’s why we’ve
started this project.”
Proving that Georgia is anything but
a two-trick pony are up-and-coming
designers with all the talent of Gvasalia
and Koma. “There are many designers to
watch, but it’s hard to name one,” says
Tchkonia. “We have brands that have
already become more and more popular,
like Situationist, George Keburia, Tamuna
Ingorokva and many more, some of which
are worn by celebrities such as Lady Gaga,
Bella Hadid and Erin Wasson.”
And from souped-up sportswear
to loosely fitted tailoring, there is an
emerging Georgian aesthetic that is best
described as laid-back luxe with a pinch of
high-fashion sleekness.NEW WAVE From left: FW17 looks from
Tamuna Ingorokva, Situationist and George
Keburia from Tbilisi Fashion Week in May 2017hong kong tatler fashion. september 2017 63