Marisa Ferraro, author of the Stiletto Woman, visits DIIDA in South Yarra and brings Melbourne My Style everything you need to know about this luxurious designer label.
Since opening her boutique several years ago, Dimitria Papafotiou of DIIDA has had her classy and sophisticated collections grace the runway at VAMFF (Virgin Australia Melbourne Fashion Festival) and has recently opened another flagship store in Armadale.
DIIDA the name has been with Dimitria since childhood. It’s an affectionate name that represents family, life and above all love. DIIDA the label, represents her take on the modern woman in all her forms, on all occasions. She is strong, chic, incredibly romantic, extremely flirtatious and very seductive. The DIIDA woman walks into any occasion and demands attention.
Over the past 12 years, Dimitria has worked across many aspects of the fashion industry: design, production, buying, textiles, quality assurance and planning. She has also been exposed to marketing, public relations, visual merchandising and the overall operations of a fashion business.
DIIDA promises to deliver chic, innovative, distinctive designs; providing luxurious, yet attainable quality and style. An Australian brand that brings together Grecian designs and feminine styling. Always fascinated by human expression Dimitria has always believed that one’s style is an expression of their personality and how they desire to be perceived by the world around them. From the business suit in the boardroom that represents strength and authority to the bikini on the beach that exudes fun and freedom. The dynamic facets on a woman’s world are what excites her — to style and create for every facet is the core objective of my brand DIIDA – ‘desk to dinner,’ ‘beach to bar’.
Who is her favourite designer? Donatella Versace of course! She has taken some of Donatella’s life lessons and creative influences to lay her foundations for her business.
You can visit DIIDA at 583 Chapel Street South Yarra
By Marisa Ferraro
Edited by Todd Anthony – Senior Fashion Editor.