Origins: Erotokritos

PUBLISHED : Wednesday, 03 October, 2007, 12:00am
UPDATED : Wednesday, 03 October, 2007, 12:00am

Who started it?

Greek-Cypriot, Paris-based, fashion designer Erotokritos first studied fine art and textile design in San Francisco. He then went on to study fashion at Studio Bercot in Paris. After stints with cutting-edge French designers such as Martine Sitbon and Thierry Mugler, he set up his eponymous label in 1994.

In 1995, Erotokritos opened his first design studio in Paris, and celebrated the launch of his debut collection for the spring/summer 1996 season. His pieces were a hit with buyers, and his collection was picked up by fashion emporiums such as Le Bon Marche and Galeries Lafayette in Paris as well as Barneys New York.

He also signed a deal to develop a range of clothing specifically for the Japanese market, in collaboration with the Mitsubishi Group, Onward Kashiyama and United Arrows.

The quick success of his fashion label meant that Erotokritos was able to open his first boutique on Paris' Rue d'Argout in 1996.

Always conscious of his homeland, Erotokritos opened a 25-person production facility for his line in Nicosia, Cyprus, in 1998. He also opened a showroom in Paris that same year.

In 1999, he launched his first advertising campaign for his label in edgy fashion magazines such as i-D and Numero. The following year, he released his first collection of exclusive prints in collaboration with illustrator and graphic artist Antoine Lefebvre.

By the time he launched his first menswear collection in 2005, his label had points of sale as widespread as Selfridges in London and Seibu in Hong Kong. Two years ago the designer added his first footwear range.

And last year, he collaborated with French high-street catalogue La Redoute for a range of affordable women's apparel.

The look

Known for his colourful palette and unique silhouettes, Erotokritos puts a bright and fresh spin on fashion. Often using graphic design-inspired prints, his easy-to-wear clothing includes fluid jersey dresses and knitwear with little details such as trompe d'oeil bows and ribbons or colourful graphic prints.

For his autumn/winter 2007 collection, he showed elegant and easy-to-wear knits and jersey dresses, this time in colours such as yellow and copper. There were oversized cardigans and bubble coats in winter colours such as black and grey as well as baby blue, burgundy and ecru.

His menswear collection included lots of colourful striped and optical-print knits such as jumpers and cardigans paired with sleek wool trousers. There was also an infusion of military-inspired clothing such as thick wool coats and blazers in grey and navy.

Who wears it?

Kate Moss, Kirsten Dunst and Paris Hilton.

Where can I buy it?

Erotokritos women's wear is available at all Cocktail boutiques, including Shop 201, Lee Gardens, Causeway Bay, tel: 2907 4388.