DIIDA's grand opening on Chapel Street

Last Wednesday, Melbourne’s stylish Chapel Street (at the South Yarra end) was all ablaze with paparazzi, celebrities and media alike. They were all there for the official launch of Melbourne luxury label DIIDA’s flagship store opening - situated at 583 Chapel Street, South Yarra.

Greek City Times were invited to attend this exclusive and ultra-chic event, along with over 100 VIPs, including the Project Star and Gold Logie Winner, Carrie Bickmore, Neighbours Star and lingerie model, Olympia Valance, MasterChef judge, George Calombaris and former Bachelor contestant Sarah Mackay- just to name a few.
From the moment we stepped onto the red carpet entrance the Greek inspired event thrilled all the senses. We were first offered a shot of Ouzo and, once finished, invited to smash the glass for good-luck. Then Mumm Champagne flowed endlessly along with the most amazing Baklava Martinis. Guests were served exquisite Greek inspired food by George Calombaris and catered for by the Atlantic Group events catering.

The label DIIDA was launched by founder and creative director Melbourne-born Dimitria Papafotiou, who has very fittingly opened her Greek inspired fashion label in the same spot where the iconic Greek Deli restaurant stood for
20 years.

The name DIIDA comes from Dimitria’s childhood nickname and her collections aspire to become an Australian brand bringing together Grecian designs and feminine styling. Dimitria Papafotiou has worked within the industry for 12 years across areas of design, production, buying textiles, quality assurance and planning.

Her label offers a range of womenswear carrying an interpretation of strength, sex appeal and freedom, inspired by ancient Grecian garments and the endless Greek summers alike.

DIIDA's first collections include 'Siren', 'Key to the City', and 'Mediterranean Holiday', and 'Athenian Goddess'.

For Dimitria, it was imperative that the pieces would be impeccably created with the best materials imported from Greece, Paris and Turkey. All the clothes are designed and made locally in Melbourne.

Explaining her designs Dimitria said, "I'm a bit fed up with extremely oversized clothing or super-revealing dressing. I like to leave enough to the imagination. My designs are for the strong and confident woman who knows what she wants and has a strong sense of style."

“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’.”

If you are in Melbourne, make sure you pay DIIDA a visit and for those unable to visit, there is an online store available on the site-  www.diida.com.au