Digitaria is a label that represents independence and encourages its audience to never follow the herd. That is achieved through innovative design that combines wearability with a high-end image to produce looks that are both elegant and rebellious in nature. Curious to find out more about the person behind it all, Chasseur caught up with the designer, Eleftheria Arapoglou, for an exclusive interview on everything from future projects to comments on today’s rapidly growing fashion market.
How do your collections reflect the culture found in Athens?
Digitaria started in Athens as a collaborative fashion project aiming to contribute into an alternative scene; we are in a continuous search and development of new forms in our collections, bringing together different approaches in collaborative artistic projects. Our collections suggest individualism for individuals.
What are some comments you have on the designs of today’s fashion industry?
Today’s fashion industry relies on globalized, mass and rapid production, applying to an over consuming market. There are not many designers and brands out there that have true independence, both in work and their mind.
What future collaborations can we look forward to seeing from, Digitaria?
There are a lot of new projects that we are working on at the moment. In a couple of weeks, we will present two new collaborative works; first one will consist of limited editions of sweatshirts and tank tops, with artworks by Paris Chaviaras and Zart83 while the other will introduce a flash limited collection for infants in collaboration with artist Efi Chalicopoulou. Apart from these new collections, we will present our new collaborative project with the perfumer Spyros Drossopoulos.
What has inspired your most recent collection, AW 14?
AW14 collection, entitled ‘ Tectonics’, is based on distortion and on structural deformation. Textile patterns for the collection, are designed by the artists, HOPE and Panayiotis Terzis.
Do you feel like the label’s unique silhouettes have something to say about society’s gender roles?
We try to propose new ways of looking at certain issues. Designs are informed by a concentration on how the body functions within different layers, surfaces and proportions around it. It can be masculine and feminine at the same time. The possibility of re-shaping the human silhouette and exploring new forms leads us towards a constant questioning of purpose and point of view.
What kind of message do you hope the audience gets from Digitaria?
Digitaria is a label that focuses on design; the exploration of the shape and the creation of unique and unexpected forms; Digitaria is not just about making clothes. We want to challenge people and move them to have a reaction. Whether it is a good reaction or a bad one is unimportant.
How has your creative process evolved with experience?
Designing is a process which doesn’t come overnight- you have to develop it and get the result that you want. The situation is tougher now. The more experienced you are, the more difficult it is, to do something different each time. I am still learning everyday – all experiences influence my way of thinking- this reflects also in my work.
Any hints on the future?
‘Collective’ is a new section at digitariashop.com, which will be launched in a couple of months. It will enclose all the synergetic projects, limited editions of prints, design objects and fanzines. Most of the creative partners are already being involved with Digitaria projects. The ‘Collective’ project is very important to us, as it wraps our philosophy for exchanging ideas and firms our will for creative thinking and interaction.