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SOFIA IRINA – A new Melbourne-based fashion brand empowers women with style for the new normal.

Rethink! Reimagine! Rework! Three words that have developed a whole new meaning in 2020. In March, when Australia went into a nationwide lockdown, most of us thought that we will be back to our ‘old’ lives in no time. 

Now, as we march into September, we are rethinking our way of living as we get accustomed to the “new normal”. Just like most of us, the fashion industry is going through a change and is encouraging people to support local home-grown labels and brands.

One such newly launched brand is Sofia Irina.

Established in 2020, Sofia Irina, a truly Melbourne bred and based brand, is a ready-to-wear label that embodies a definitive design aesthetic that is characterised by clean lines, sharp tailoring, and innovative use of fabric and construction.

The brand’s unique reinterpretation of modern and versatile high-end classic offering dispels the myth that luxury must be highly-priced and offers fashion lovers timelessly elegant garments at an attainable price tag.

Sofia Irina draws inspiration from the effortless elegance of Parisienne women, whose pared-back chic is determined by the simplicity of design executed to perfection by the construction, fabric, and careful attention to detail according to the garments they wear.

Every Sofia Irina garment is imbued with a spirit of empowerment and even a touch of romance, marking its wearer for notice wherever she goes.

The timeless elegance and versatility of the designs offer its wearer the dexterity of traversing from her office desk to gracing dinners or glamorous events with effortless ease.

The Sofia Irina designs comprise of distinctive feminine pieces that speak to today’s modern woman and her penchant for life.

The Sofia Irina Spring 20 debut collection ‘Riviera’ speaks to mimic a rarefied lifestyle in Saint-Tropez, Cannes, and Saint-Jean- Cap Ferrat …from terrace lunches to gala soirées.

The Sofia IrinaRiveria’ collection was born during its Creative Director’s stay in the south of France. Surrounded by beautiful and effortlessly dressed and groomed women, she was inspired by the timelessness of signature looks that was the norm of a routinely stylish lifestyle.

The collection boasts of crisp tailored jackets that can be paired with well-cut pants or shorts, lustrous silk-satin wrap dresses, masterfully draped day-dresses and chic cocktail dresses that are elegant yet femininely flirty. From the off the shoulder dress, the magnificent tailored jacket and pant, languidly draping, flirtatious dresses the collection captures the essence of the pared-back glamour that is élégance sur la Riviera

The versatility of the collection requires minimal accessorising to create noticeable stand-out looks and is ideal for the looming party season whether intimate home parties celebrating the Spring Racing Carnival or pre-Christmas gatherings with close friends and associates. Think straw boaters, statement sunglasses, bold gold jewellery, printed scarves, and a chic clutch bag!

The use of quality fabrics, minimal embellishments throughout the collection, relies on clean silhouettes, and masterful tailoring to allow its wearer to exude effortless distinction and refined sophistication.

The journey of Sofia Irina begins with its Founder and Creative Director, Sofia Samaras. After many years of an accomplished career in the corporate world, Sofia realized that she wished to nurture the spirit of creativity she long harbored.

True love for fashion and a keen interest in the principles of design propelled Samaras to study Fashion Design part-time, whilst working in the tough arena of Mergers & Acquisitions.

Samaras grew up in a family of professional seamstresses and recalls fond memories of her early teen years spent sketching designs in the family lounge. By age 14, Samaras had learnt to sew from her mother with proficiency. It was in these early days that the seed was sown to one day establish her own brand.

A combination of skills and know-how acquired from her mother and design school, coupled with an innate ability to make measured business decisions, led Samaras to launch her own long-desired fashion label, Sofia Irina.

Samaras draws inspiration for her designs from travel, especially as her work within global markets took her to some of the world’s greatest fashion capitals.

In her off-duty time, Samaras spent hours walking the lanes of boutiques, malls, and shopping meccas, soaking in the fashion around her. Samaras always found herself particularly attracted to the effortless chic displayed by women in France, especially Paris. So much of the idea of elegance was drawn from the simplicity of design executed with perfect tailoring, fit, fabrication, and careful attention to detail. These observations have formed the ingrained core values and fashion mantras Samaras has incorporated into the design philosophies for Sofia Irina.

“My designs are feminine yet strong and will take you from your office desk to dinner, intimate gathering at home or a bar, looking elegant effortlessly. I have designed to empower women in clothes that boldly express their confidence, individualism and independence as women.

Sophisticated, contemporary, and timelessly elegant, that is the Sofia Irina woman.” Sofia Samaras

Sofia Irina launches online and at selected boutiques nationally and internationally on Monday, 14 September 2020.

Melbourne My Style exclusive – written by Shiva Singam

Website: https://sofiairina.com.au

Instagram: _sofiairina_

Facebook: Sofia Irina

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