Australia as a nation is a cultural melting pot. Richly diverse and creatively progressive, we open our eyes and minds to new experiences and embrace the best of everything the world has to offer. Taking these influences, we often to integrate and innovate new aesthetics.
One Sydney boutique that brings an exciting new addition to the Australian fashion mix is El fashion. The boutique exclusively offers collections from iconic Greek designer label Ioanna Kourbela. Upon first sight, it is easy to see the instant appeal of the brand in Sydney, as we draw key similarities in climate and lifestyle. The label brings a breath of fresh air in featuring luxuriously natural fabrications paired with clean yet innovative silhouettes that are clearly designed with chic European sensibilities.
In our quest to discover more, we caught up with El fashion boutique owner Chrysoula Fragoulis.
How long has El fashion been established?
It will be three years in December
Where did idea for your business begin?
The idea came while I was in Greece. When we decided to come to Australia, the first thing I thought about was opening a boutique that stocked Greek label, Ioanna Kourbela exclusively. Because the designs are unique, I knew that if I found the right location then things would go well and they did!
The fact that they manufacture solely in Greece is an important factor and the use of natural fibers is also an important point of difference. So I knew that the combination of all these things meant that I had a great weapon in my hands with something unique to enter into the Australian market.
One Sydney boutique that brings an exciting new addition to the Australian fashion mix is El fashion. The boutique exclusively offers collections from iconic Greek designer label Ioanna Kourbela. Upon first sight, it is easy to see the instant appeal of the brand in Sydney, as we draw key similarities in climate and lifestyle. The label brings a breath of fresh air in featuring luxuriously natural fabrications paired with clean yet innovative silhouettes that are clearly designed with chic European sensibilities.
In our quest to discover more, we caught up with El fashion boutique owner Chrysoula Fragoulis.
How long has El fashion been established?
It will be three years in December
Where did idea for your business begin?
The idea came while I was in Greece. When we decided to come to Australia, the first thing I thought about was opening a boutique that stocked Greek label, Ioanna Kourbela exclusively. Because the designs are unique, I knew that if I found the right location then things would go well and they did!
The fact that they manufacture solely in Greece is an important factor and the use of natural fibers is also an important point of difference. So I knew that the combination of all these things meant that I had a great weapon in my hands with something unique to enter into the Australian market.
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How do you find your customers respond to the product?
Great! There was a huge response and acceptance from the very beginning. Australians have great knowledge of fashion and know the value of quality fabrics. They appreciate the unique designs and use of natural fibers.
Can you describe your customers?
My customers are beautiful women of all body types, and I’m very lucky to have this great clientele. They are women who carry confidence and have a strong sense of style.
Can you tell us about the new Spring Summer collection that’s in store now?
The new collection titled “The Ethics of Aesthetics” features colors that are very suited to Australia. They are solid colors, natural colors. We have this beautiful blue that reminds me of Greece, but also of the Australian sunny skies and ocean. The silhouettes are a little bit more structured than previous years but her signature style is always present. I think it’s a very strong collection and I love the shoes, the flat sandals on offer this year.
Great! There was a huge response and acceptance from the very beginning. Australians have great knowledge of fashion and know the value of quality fabrics. They appreciate the unique designs and use of natural fibers.
Can you describe your customers?
My customers are beautiful women of all body types, and I’m very lucky to have this great clientele. They are women who carry confidence and have a strong sense of style.
Can you tell us about the new Spring Summer collection that’s in store now?
The new collection titled “The Ethics of Aesthetics” features colors that are very suited to Australia. They are solid colors, natural colors. We have this beautiful blue that reminds me of Greece, but also of the Australian sunny skies and ocean. The silhouettes are a little bit more structured than previous years but her signature style is always present. I think it’s a very strong collection and I love the shoes, the flat sandals on offer this year.
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Tell me more about the Ioanna Kourbela’s knitwear that you carry?
This is the foundation of the designer’s collections. At the beginning of the 70’s her grandfather started producing handmade knitwear in the historical town of Plaka near the Acropolis. This is a tradition that they have never let go of. Ioanna designs such remarkable haute couture pieces with knitwear. She uses cotton and wool fibers. The pieces are versatile, they have enough stretch yet hold their shape and they are timeless.
Where do you see the business evolving?
You ask me if I’ve got a vision? Ok!
Because I am a romantic and not a very ambitious type of person I’ll say to you, I’m having fun at the moment. Of course it’s great to make a profit but mostly it’s about feeling good inside.
I’m here in Australia and I work with a great designer so I’ve got a little bit of my culture and country, and I’m really proud of that.
I would like to open another shop in another area also, but careful and thought out steps at a time. Right now we are having lots of fun and laughing. We are happy and that’s the main thing, so we will see what happens!
What are you doing when you aren’t working?
Sleeping (laughs). We work 7 days a week so when I’m not working, I’m being a wife and a mother. I am mainly spending time with my daughter and a little bit of exercise is always good!
This is the foundation of the designer’s collections. At the beginning of the 70’s her grandfather started producing handmade knitwear in the historical town of Plaka near the Acropolis. This is a tradition that they have never let go of. Ioanna designs such remarkable haute couture pieces with knitwear. She uses cotton and wool fibers. The pieces are versatile, they have enough stretch yet hold their shape and they are timeless.
Where do you see the business evolving?
You ask me if I’ve got a vision? Ok!
Because I am a romantic and not a very ambitious type of person I’ll say to you, I’m having fun at the moment. Of course it’s great to make a profit but mostly it’s about feeling good inside.
I’m here in Australia and I work with a great designer so I’ve got a little bit of my culture and country, and I’m really proud of that.
I would like to open another shop in another area also, but careful and thought out steps at a time. Right now we are having lots of fun and laughing. We are happy and that’s the main thing, so we will see what happens!
What are you doing when you aren’t working?
Sleeping (laughs). We work 7 days a week so when I’m not working, I’m being a wife and a mother. I am mainly spending time with my daughter and a little bit of exercise is always good!
What motivates you?
I want people to be happy around me. A lady who shops here might have someone to visit in the hospital nearby, maybe she’s having a really hard time herself. It has happened to me many times, so in about fifteen minutes of shopping in here, her mood can completely change to become more positive.
One thing I don’t like is pigeonholing people, everybody is an individual with a different body type, a different life experiences, different knowledge and we should respect that. Every person is beautiful and should be encouraged to see that they are beautiful, to forget about the bad things and focus on the good things in order to love themselves and how they are.
I also love simplicity. I want the clothes to compliment their personality.
Even the name of the shop El was inspired from the ancient Greek language which means light and trust me we always need a lot of that.
By Maria Maung
I want people to be happy around me. A lady who shops here might have someone to visit in the hospital nearby, maybe she’s having a really hard time herself. It has happened to me many times, so in about fifteen minutes of shopping in here, her mood can completely change to become more positive.
One thing I don’t like is pigeonholing people, everybody is an individual with a different body type, a different life experiences, different knowledge and we should respect that. Every person is beautiful and should be encouraged to see that they are beautiful, to forget about the bad things and focus on the good things in order to love themselves and how they are.
I also love simplicity. I want the clothes to compliment their personality.
Even the name of the shop El was inspired from the ancient Greek language which means light and trust me we always need a lot of that.
By Maria Maung
