Anouki: a luxury ready-to-wear brand made in Tbilisi
Anouki has become a staple of the Georgian fashion scene. And its founder, Anouki Areshidze, one of the top celebrities in the country. She is the Victoria Beckham of Georgia, a fashion designer married to a retired footballer (Kakha Kaladze, who is currently mayor of Tbilisi), which sees her combine her entrepreneurial spirit with her duties as a first lady.
“We are proud of our ‘Made in Georgia’ heritage,” Nina Tchabukiani, general manager of the firm, tells FashionNetwork.com. She is at the brand’s studio, which also serves as a boutique since its opening in December 2013. The site is located at 2 Tarkhnishvili Str in Tbilisi’s luxury district. “This is where we craft our clothing,” she explains, pointing out to a large space on one side of the store, framed by a multitude of mirrors and large windows. The store is joined by several others in the capital, as well as a further location in the coastal town of Batumi, and a few international shops. “Most of our shoppers are from the UK, Japan and the US,” says Tchabukiani. The brand also has a presence on leading luxury platforms such as Farfetch, Moda Operandi and Revolve, and is currently looking for a showroom partner to present its collection during Paris Fashion Week.
Anouki Areshidze established the label six years ago after graduating from the Istituto Marangoni and the Accademia del Lusso. The brand has positioned itself as a high-end company with prices ranging from 500 euros for a midi dress to 1,200 for a sequin trench coat. 2014 saw the launch of a sub-brand, titled Miss Anouki, with new items launching every week and a younger target audience. “Our collections always include highly commercial pieces that are also visually striking,” says Nina Tchabukiani, showing the glittery trench coat which has become a hit with influencers and celebrities. Lady Gaga, Khloe Kardashian and Eva Chen have all worn items from the brand.
The extravagant narrative, interspersed with minimalist details, continued in the latest collection shown at Tbilisi Mercedes-Benz Fashion Week in November. “We have been showing at the [Tbilisi] Fashion Week since its inception. The latest collection was all about our eco credentials, that is why we chose to stage the event in one of the city’s greenest areas,” says Tchabukiani about Vale Park, where the brand hosted the runway show.
Models walked down the runway wearing cobalt blue dresses, trench coats and tailored jackets, made using sustainable materials such as vegan leather. There were also white cotton dresses and their backless printed counterparts, as well as pastel oversized blazers and a remarkable metallic trench coat. Available now for pre-order via Moda Operandi, the full collection will drop next year. “We are taking a step by step approach to international growth. The brand is gaining more and more visibility abroad and we are very happy [with the progress],” Nina Tchabukiani concludes.
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