When designer-model-actress Gabriella Demetriades embarked on her journey to launch her own fashion brand, Deme By Gabriella, in 2012, she had a clear vision of her target audience: the bold and self-assured woman. “Our aesthetic is sleek and sophisticated, with a distinct identity tailored for a woman who relishes being the focal point or standing out. Our woman is strong, intriguing, and fun, and our garments are ideal for any special event,” Demetriades elucidates, having showcased her latest Autumn-Winter collection at Dubai Fashion Week (DFW)'s SS25 session. DFW attracted talented designers from around the world from September 1 to September 7. Among the fashion luminaries featured were Amjad Khalil, Angelo Estera, and Roberto Cavalli.
For Demetriades, renowned for designs that cater to all sizes, the brand is dedicated to making women feel their absolute best, regardless of the occasion. “I am deeply passionate about dressing women for their special moments… I take immense joy in seeing women repeatedly choose deme for these occasions,” she shares. The actress, known for films like Ishq Jhamela and Oopiri, revealed that her UAE runway lineup pays tribute to her heritage. “As I mature, I find myself increasingly drawn to my rich cultural roots. I am Cypriot Greek, raised in South Africa, and now reside in India. I aimed to portray a modern Grecian warrior who is both strong and gentle,” she tells City Times, emphasizing the need to consider climate and culture when designing her silhouettes. “Globally, as it’s autumn-winter, we wanted to highlight that. However, being a brand rooted in India, we must remain true to the local climate, and our collections will always feature dresses as they are our signature,” she adds.
Deme By Gabriella is meticulously crafted, from inception to production, in India. “Everything is made in India, within our own facility, allowing us to oversee every facet of the process. We relish collaborations and have engaged in many; currently, we have a bag line collaboration and a stunning jewelry line in development,” she explains. Fashion has long been criticized for its wastefulness, but some brands are now striving to make these excesses the exception rather than the norm. “We offer a lot of made-to-order options, utilize sustainable packaging and sourcing methods, collaborate with the DHL Go Green program, and continuously seek to adopt more sustainable practices and packaging,” Demetriades states. DHL Express’s Go Green program is designed to assist businesses in reducing “carbon emissions associated with their shipments through the use of sustainable aviation fuel,” according to the brand.
Curious about the season’s color palette? “I anticipate a surge in brown and suede for Autumn-winter, along with suits and oversized trenches. We will also see some enduring key colors,” she concludes.
