Exploring sustainable fashion with Gabriella Demetriades: A conversation on ethical design principles and inspirations

In an era where sustainability is increasingly at the forefront of consumers' minds, Deme by Gabriella stands out for its unwavering commitment to transparency, ethical practices, and environmental consciousness. With a dedication to local manufacturing, custom orders, and eco-friendly packaging, the brand exemplifies how fashion can intertwine with responsible business practices.In this interview, we delve into Deme's design ethos and how sustainability shapes its creations, while also exploring the inspiration behind their latest collection, "Summer of Love." Let's uncover the intersection of creativity, consciousness, and style with Deme by Gabriella's visionary founder, Gabriella Demetriades.

Is sustainability a part of your design ethos? How do you incorporate it into your work?
Gabriella: Deme as a brand is committed to transparency, ethical practices, and sustainability throughout its supply chain and operations. Prioritizing local manufacturing not only supports local economies but also reduces the carbon footprint associated with transportation, contributing to environmental sustainability.
Opting for custom orders is a smart move to minimize overproduction and reduce waste. By producing garments only when there is demand, the brand can better manage inventory and ensure that each piece is valued and cherished by customers. This approach aligns well with promoting a sustainable consumption model that values quality and longevity over fast fashion trends. Switching to sustainable packaging options is another important step towards reducing the environmental impact of the brand's operations. Eco-friendly packaging materials can help minimize waste and pollution, further reinforcing Deme by Gabriella's commitment to sustainability and responsible business practices
What inspired you to create the "Summer of Love" collection?
Gabriella: The "Summer of Love" collection was inspired by the ethereal moments captured in the dreamy realm between wakefulness and slumber. It draws from the warmth of the sun, the playful dance of salty waves, and the joy of indulging in melting ice cream on a summer day. With a vision of sun-kissed skin and evenings filled with whimsical dinners and silk-clad dancing beneath the stars, the collection seeks to evoke feelings of enchantment and boundless happiness. Each piece is crafted to transport the wearer to a magical space where the ocean whispers secrets and the starry sky extends both day and night, creating an unforgettable experience of love, joy, and summer bliss.
How did you decide on the themes and styles?
Gabriella: For the "Summer of Love" women's collection inspired by summer nostalgia, the decision on themes and styles was driven by a desire to capture the essence of carefree summers past. Drawing from nostalgic memories of lazy beach days, picnics in the park, and sun-soaked adventures, the collection embraces breezy silhouettes, vibrant colors, and playful patterns reminiscent of summers gone by. Each piece is infused with a sense of nostalgia and whimsy, evoking the joy and warmth of cherished summer moments. Through careful selection of fabrics, colors, and designs, the collection aims to transport wearers back to a time of youthful exuberance and carefree bliss.
What advice would you give to young designers who aspire to create their own successful collections?
Gabriella: As a creative director with a 12-year-old designer label, my advice to aspiring designers is this: Stay true to your unique vision, embrace creativity, and focus on quality. Building a strong brand identity and prioritizing sustainability are crucial. Collaborate, seek feedback, and remain resilient in the face of challenges. Keep pushing boundaries and stay inspired by the world around you.

What are some current fashion trends you’re enjoying, and how do you incorporate them into your work?
Gabriella: We have seen the resurgence of some iconic fashion trends, including the bold oversized shoulders as well as the voluminous jackets. Feminine lace outfits are absolutely irresistible, and XL bags are back in trend, offering ample space for your daily essentials. While sheer fabrics have long been a staple in fashion, they continue to hold a strong presence. Our black hot pants, when styled with corsets and structured blazers, have been a crowd favorite. Our Lakme show kicked off with a striking ensemble featuring a spacious bag paired elegantly with our ruched bodysuit and complemented by an oversized trench coat. Throughout the show, standout pieces included our sheer ruched bodysuit, a classic off-white satin gown, a sophisticated grey pinstriped blazer, and voluminous sheer pants. These key looks captivated attention and highlighted the essence of our collection.
How would you define summer fashion?
Gabriella: As the owner of a women's wear brand, I would define summer fashion as an exquisite celebration of lightness, color, and freedom. It's a time when fabrics become feather-light, allowing the sun's warmth to caress the skin gently. Our designs embody the essence of summer, with flowing silhouettes that dance with every step and vibrant hues that capture the playful spirit of the season. From airy dresses that billow in the breeze to chic separates that effortlessly transition from day to night, our collection invites women to embrace the carefree elegance of summer with confidence and grace.