A NEW CHALLENGE FOR FASHION ENTHUSIASTS

MADE IN GEORGIA

Georgia has vividly emerged in the fashion world of late, and is estab-lishing its name with various interesting projects and initiatives from new names and emerging talents.  

DARAIA, a new Georgian clothes brand, appeared in the Georgian fash-ion industry not long ago and is specially created for women who want to express their individuality with a new, minimalistic style, high quality natural fabric and refined details.  

DARAIA in Georgian is the name of silk fabric, but in this case, it is a symbolic title, meaning that the new brand will use silk as well as other high quality and natural textile.

The initiators of this startup are marketer Keta Lomidze and actress Tina Aleksishvili. They don’t have a professional background, but are motivated and inspired to search for something new in creating a new brand.

Tina is familiar with the specifics of theater, costumes, and decoration, while Keta is a publisher of magazines CulinART, XII and Georgia to See and is part of many interesting art projects.

Both believe that DARAIA production made by professional construc-tors and tailors will merit a unique place on the Georgian fashion map.

At present, DARAIA clothes can be purchased online at Buyers.ge. It is also possible to connect to the DARAIA page via Instagram and order. DARAIA representatives work on corporate orders as well. Plus, there are various plans ahead: the DARAIA founders plan to sell their produc-tion in concept stores around Tbilisi, and also to export clothes to The Netherlands and Russia.