As Gabriella Demetriades matures, her bond with her Cypriot-Greek roots has only strengthened. A model, creative director, and the founder of Deme, Gabriella aimed to modernize the concept of the 'Grecian Warrior Woman' when she debuted at the recent Dubai Fashion Week. 'I believe my diverse upbringing and my journey as a mother have profoundly shaped my perspective on womanhood,' she shared in an interview with City Times. Deme by Gabriella Demetriades made a compelling debut at the city's official fashion week, presenting a collection that harmoniously merges cultural heritage with contemporary fashion. Drawing inspiration from her Greek-Cypriot ancestry and her formative years in Africa and India, the collection honors strong women with structured workwear and toga-inspired gowns.
'I felt the show was highly successful,' she notes, hinting at potential expansion in the Middle East due to Deme's growing clientele in the region. We delve deeper into her fashion philosophy, Deme's mission, and the support she receives from her partner, Indian actor and model Arjun Rampal. Excerpts from the interview:
Your latest collection features toga-inspired gowns that celebrate femininity. What inspired the use of these silhouettes, and what cultural elements do you frequently find yourself drawn to? Growing up Greek, living in South Africa, and now residing in India, I find the toga to be incredibly versatile; it's elegant, timeless, and also quite alluring. I adore drapes and illusion, and I've come to understand the female form in all its variations; from being fit, young, and unconcerned about showing skin, to being pregnant and post-pregnancy, where I sought to dress in a more modest manner. I believe I encompass all those experiences of being a woman.
Is there a specific audience you have in mind when creating such collections? Strong, remarkable women; it could be anyone, from a young girl buying her first gown for a significant event to a mother at her baby shower, a best friend at a wedding, an engagement, or simply a vacation. We aim to be the brand where women turn to feel special, and witnessing that makes me and my team incredibly happy.
Deme is renowned for combining sensual cuts with clean lines. How do you balance form and function in your designs while maintaining elegance and wearability? I believe comfort, whether in what you wear or in your own skin, is paramount. I want the pieces to feel like an extension of oneself rather than something that feels like it's wearing you.
Deme was established in 2016 and has since become synonymous with bold colors and silhouettes. How has your design philosophy evolved over the years? It has evolved significantly. In my twenties, I was still learning, growing, and understanding myself. Now, in my late thirties, I've made numerous mistakes and learned from them. I believe I've grasped the kind of brand we aspire to be, the type of person we want to dress, and we've truly refined that product.
In this collection, you pay tribute to femininity and strength. What message do you hope to convey to the women who wear Deme? We aim to empower all women to experience confidence and grace, and to embrace their inner strength.
Sustainability is becoming a crucial focus in the fashion industry. How does Deme incorporate sustainability, if at all, into your design process and material sourcing? We employ sustainable practices in production. In terms of packaging, we collaborate with 'DHL green' for our courier services to reduce carbon emissions. In fashion, I think it's challenging to claim complete sustainability as there are various ways to utilize resources, but we can all contribute to reducing our impact.
Fashion often mirrors personal evolution. How do you think your own style has changed over the years, and how is that reflected in your collections? Oh, I believe I've developed a strong sense of self-awareness and become much more confident and grounded. This happens as we age and undergo life experiences that challenge and make us reflect. Now, my style is more classic and modest but always with a touch of drama.
How has your experience in India influenced your perception of fashion and design? Are there any specific Indian cultural elements that have found their way into your work? India is incredibly inspiring; the colors, textiles, warmth of the people, and the design elements of Indian wear. I'm deeply inspired by the sari, which I find so elegant, and I love reinterpretations of it.
You've worked with premium ready-to-wear garments. How do you envision expanding Deme's reach or design philosophy in the future? I think we will always remain ready-to-wear, but we plan to expand significantly into product lines and categories. Currently, we are working on a jewelry collaboration and have a new line of handbags launching.
As the partner of a prominent actor, Arjun Rampal, do you find the world of cinema influencing your work in any way, perhaps in terms of storytelling or the visual drama in your designs? And, what does Arjun's support mean to you? I am equally fascinated by cinema. Great cinema is deeply integral to fashion, and with Greece and 'warrior women' as my inspiration for this collection, I watched William Oliver Stone's Alexander and re-watched Troy for visual inspiration. When it comes to Arjun, he is incredibly supportive and is a fashion icon in his own right. He has impeccable style and taste, and his approval makes me feel we are on the right path.
