05/16/2018 | Press release | Distributed by Public on 05/16/2018 08:31

Guest Nation Georgia @ Pitti Uomo 94

Fondazione Pitti Immagine Discovery



on the occasion of Pitti Uomo n.94

The most promising names on the new Georgian fashion scene will be the protagonists in Florence of the GUEST NATIONspecial project, promoted by the Fondazione PittiImmagineDiscoveryon the occasion of PittiImmagineUomo94 (12-15 June 2018). In collaboration with MERCEDES BENZ FASHION WEEK TBILISI, six Georgian brands and designers were selected to present their collections at the Fortezza da Basso, in the special area SpazioCarra(Main Pavilion - Lower Level).

Guest Nation Georgiais a project made possible also thanks to the support of LEPL Enterprise Georgia, the agency headed by the Georgian Ministry of Economy, which promotes the economic development of the country.

PittiTutorship, the Division of PittiImmaginewho works full-time on the support to fashion designers, also contributed to the realization of the project.


"Guest Nation is one of the leading initiatives of Fondazione Pitti Immagine Discovery, a project we have been developing for many years, which allows us to research emerging countries on the contemporary fashion scene. - says Lapo Cianchi, Secretary General of the Fondazione and Director of Communicationsand Special Projects at PittiImmagine - Georgia and Eastern Europe are becoming two of the most dynamic places in fashion and creativity today: that's why we decided to present six of the most innovative Georgian brands to buyers and the international press. In the selection, which includes special menswear projects launched specifically for the occasion, we will bring to PittiUomoextremely young designers next to already established brands, but all capable of expressing the essence of today's Georgian design, with an openness to experimentation and a contamination between tradition and modernity. Our special thanks to SofiaTchkoniafor the precious cooperation in making the project happen".

"PittiUomois one of the most important platforms in the world for the designers",adds Sofia Tchkonia, founder of MERCEDES BENZ FASHION WEEK TBILISI. "For Georgia, as for the new countries in fashion, it's very important to be present at PittiUomoand an honour to have the title of Guest Nation at this edition of the trade show. It is an enormous opportunity for the designers selected and for the whole country."

Here are the profiles of the 6 Guest Nation Georgia brands:

AZNAURI _founded in Tblisi in 2016,Aznauri, with Irakli Rusadze (founder of the Situationist brand) as its Creative Director, mixes tradition - starting with the name of the brand that is a throwback to classic Georgian nobility - with styles that look to the 90's, for a modern new minimalism. Initially launched with a line of gender-free clothing, the brand now offers a complete collection with bags and footwear, for a style rich in understatement. ANUKA KEBURIA _ graduate of the Shoe Design course at the St. Martin University of Art in London, and with a very rich background that includes costume design for the theater, the Georgian designer Anuka Keburia founded the brand bearing her name in 2006. Her lines of natural material clothes, accessories, and footwear are combined with highly skilled craft workmanship. Leitmotif: the use of black and a minimalist style that unites a unisex-street style.

GOLA DAMIAN _a new dandy: in the creations of the Gola Damian brand, sportswear cuts and forms are highlighted by fine materials and unmistakable patterns. With a mash-up between a contemporary and Victorian style, the brand's collections merge a multitude of eclectic inspirations for an over-the-top and decidedly unique style.

SITUATIONIST _ Irakli Rusadze is one of the top Georgian fashion designers of international renown. The self-taught designer - which tread the catwalks with Situationist at the last edition of Milan Fashion Week - takes his inspiration from his native land, Georgia, and from the women who grew up amongst the difficulties of a post-Soviet nation. In his creations, beloved also by Gigi Hadid, strong tailoring meets a vintage style with Georgian cultural influences.

TATUNA NIKOLAISHVILI _ keen on design and fashion from childhood, the designer Tatuna Nikolaishvili develops, with her eponymous label, creations with unusual forms and original cuts for a feminine style with a modern edge.

VASKA _with a degree in Architecture,Vasili Tabatadze debuted in the world of fashion with his first collection in 2005. In 2013, he created his own brand Vaska. In his creations, special fabrics like antique Japanese silks and natural materials are matched with almost sculpture-like lines and patterns, for a limited-edition line.