Digitaria at 4FASHIONSHAKE IV

Digitaria's presentation at 4FASHIONSHAKE IV wasn't just a fashion show, it was more like a music and art performance.

Etten composed the original music and performed live on stage along with Niadoka.

The dark and twisted (pun intended) concept was conceived by artist H.O.P.E. who has worked before both with Etten on her music video for 20.45 sling directed by Babis Makridis and also Eleftheria Arapoglou of Digitaria, designing a series of t-shirts titled "The birth of n.7" that came out on December 2010.

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4FASHIONSHAKE

Last Wednesday OZON magazine invited us to Michael Kakoyannis foundation to attend 4FASHIONSHAKE, a fashion festival like no other. The number 4 stands for the number of designers who presented their work that day.

ODEUR



Odeur is a swedish brand founded as an experiment in 2006 by Petter Hollström and Gorjan Lauseger. The idea behind it is extremely interesting, as the guys are [quote] seeking to broaden the opinion of what design really means from a branding perspective using scent as a replacement of the traditional word based logotype. Based on the concept of an undefined gender and uncertain times, Odeur presents its seventh collection named ‘Tales of Undefined Gravity’, a story that continues to challenge conventional notions of how basic garments are constructed [end quote].

Scent instead of a logo? I want to know more!

MASTORI*MOTWARY STUDIO

Accessories designer Maria Mastori and fashion designer/blogger/photographer/general multi-talented person Filep Motwary presented their view on AW2010/11 once again on film, collaborating with photographer Thanassis Krikis, fashion stylist Nicholas Georgiou and many other creative people. According to their words the initial idea behind MASTORI*MOTWARY short film ‘SARKA 23 JULY 1677’ was to present Fashion as visual experience. The film captures the drama of a love affair, memory and the loss.

watch the entire video on Filep's blog

LEVI'S/JEAN-PAUL-GAULTIER

A very interesting collaboration with an equally interesting presentation. Instead of a catwalk, a performance was held where the models walked into the room, got on two stands and posed as street performers.

DIGITARIA



I've mentioned Digitaria before here in this blog and I am more than excited to see more of this super-innovative greek fashion label designed by Eleftheria Arapoglou. The collection entitled DYSTOPIA was inspired by Fritz Lang’s film ‘Metropolis’, exploring the work of the German expressionist and his painted shadows. The show was magnificently directed, with the models walking like robots on the pace of the music in front of a video projection of turning cogwheels (see the Metropolis inspiration) and stopping at each one of the three spotlights, which were the only lights theatrically illuminating the stage.

Generally speaking, 4FASHIONSHAKE was a total blast. We loved the innovative fashion shows, we loved the stylish people and we loved the vodka/cranberry cocktails.

Hope there's more of it next season!

All photos in this post were shot by Elena and Alkisti and edited by me.

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Digitaria at 4FASHIONSHAKE

Remember the Digitaria Winter Gathering back in November? Digitaria's AW 2010/11 collection will be presented this Wednesday 24th of March at 4FASHIONSHAKE fashion festival organized by OZON magazine.

Congrats to Dimitris Tsatsoulis, he did an amazing job on the teaser video. I loved the concept of a journey through materials in order to get to the final product and the rhythm that comes as a result of the images used. Brilliant!

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Digitaria Winter Gathering

Just came back from K44, where DIGITARIA held their WINTER GATHERING party, releasing the DRAGGING THE FORTIES Men’s & Women’s Collections. Famous for the same-name cult boutique in Soho of London (Style Bubble posted about it back in June) DIGITARIA is actually a Greek fashion label, created by Eleftheria Arapoglou and Stavros Karelis.


Some one-off pieces - exclusively made for the evening - were up for sale at the showroom. A gorgeous full-length illuminated mirror and a spacecraft-looking white changing booth, as well as Eleftheria herself (wearing her own amazing tulip-shaped shorts, below) were there to help anyone who wanted to try on the clothes.


I suspect Alfredo didn't resist a little DIGITARIA something. Although I left too early to know, I'm sure he went home with that black lace men's scarf.

DIGITARIA's showroom at K44 (Konstantinoupoleos 44, Gazi) is open Monday-Wednesday-Friday afternoons. Better drop an e-mail to Eleftheria first (ria@digitariaworld.com) before you pop in to admire the clothes!

[first two pics are by Yorgos Mavropoulos for DIGITARIA]

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