New Brand To Know: Stefania Vaidani

Stefania Vaidani wanted to create well-constructed garments in the contemporary market but with a high fashion aesthetic. The creative director and head of design realized there was a gap in the market and wanted to develop a brand that sat in between high fashion and fast fashion. Launched in 2018, the company is based in Greece, where their range is produced. Meanwhile, chief executive officer Nadia Gkartzonika and the company’s head office is based in the US. The range is sold on Beyman, Mrs Mandolin and on stefania-vaidani.com.

What inspired you to launch your label? 

I grew up in a family fashion business where I learned and developed the craft of design. My father used to tell me always start from your origins. And that’s what I did, i remember working every summer in our family business. Working from a really young age, I knew that my dream was to create my own brand. Later on I went to Milan and I studied fashion at Marangoni Fashion School. In 2018, I decided to follow my dreams, and Stefania Vaidani was born.

Why fashion?  

I was born into a family where both of my parents worked in fashion all of their lives. It was a natural thing for me to follow that path. 

What is your brand ethos? 

Well-designed fashion pieces which are great quality but yet affordable. Sustainability is also a huge focus for me and 99% of the collection is formed from recyclable/sustainable fabrics including all of our fastenings/buttons we use as well as the packaging. We also work with several non-profit organisations and if we have any surplus stock we donate it. The idea behind the brand came based on the need for well-designed fashion on the contemporary price range but with the high fashion “wow” effect. Women who want to wear affordable but yet unique and stylish outfits for every occasion. I wanted to cover the gap between high fashion and fast fashion.

How would you describe your signature aesthetic? 

My main inspiration comes from the 50’s, 60’s and 70’s of life in Greece. “Old is New” is my mantra. Looking at vintage pieces and updating them for a contemporary edge. Always by keeping the experimental element in line with comfort and attention to detail.

What was your inspiration this season? 

We are facing the most serious socio- economic and health crisis of recent times. As in every crisis, confusion and uncertainty brings darkness. On the other side, there is always this path that leads to light. It is not an easy one, but it is a possible one if you have patience, courage and appreciation of love. They say that it takes a lifetime to discover the true Greece, but you fell in love with her immediately. As a true Greek, I decided with my SS21 collection to take you to the most incredible trip with me. As an initiation to this eternal trip to true Greece, I created the Spring Summer 2021. The key elements “utensils” of this initiation are the sun (yellow color), the sky (maya blue) and the flowers (coral, green). Greece back in the 60s and 70s was all about nature, countryside and purity. In this collection you will find prints with Greek flowers; pigeons; coral hues; orange; earthy green, all in flowy silk; poplin and muslin. I am taking you also on an island cruise with the new SV 2021 print dedicated to my favorite Greek island “Hydra” and its life. Olive pots; grapes; nautical symbols; musical instruments; donkeys; blue skies and Greek architecture are all the key elements for this trip. 

Who is your customer?  

Our clientele is thankfully very wide. We have women from 17 years old till their 60s buying our clothing. Also, we have clients across the globe, from Japan, Australia, the Middle East, South and North of Europe, the UK, and the US. A woman that buys Stefania Vaidani loves fashion, wants quality pieces but also fun, she is shopper but she wants to make more conscious choices.

What are your plans for the label?

Our main goal is to build a healthy brand, flexible to adapt to consumer lifestyle changes, to embrace new technologies and platforms to meet growing consumer demand for an environmentally sustainable future.  To finally be able to buy well, choose less, and make it last. Also, we are very lucky that we have Greece as our test market. Our goal is to replicate our success in Greece in other countries.