The fashion world is dynamic, but finding a personal signature in it is a privilege of only a few. Our guest today, Giorgi Iashvili, is one of those people who not only observes the fashion industry but also keeps a close eye on its pulse. Giorgi always manages to share the most current stories from the fashion world directly from the source. In this interview, he talks about his impressions from London and Milan Fashion Weeks, shares some backstage moments, and tells us the stories that usually remain behind the screens.
How would you summarize London and Milan Fashion Weeks – what was the main message of this season
The main message of this season was unity and human connection. When models appeared on the runway in groups, it became clear that many shows were highlighting friendship and love. It felt like the fashion industry wanted to move away from loneliness. People are tired of isolation – they want to be together and express themselves. London showed this idea in a more experimental way, almost like a victory over yourself, where fashion becomes a tool of inner freedom.
What main differences did you notice between these two cities, and where were the experiments stronger
Milan is the center of classic elegance, while London is the home of free street style. But this year Milan proved that classic fashion can also be experimental. This was especially visible at the Armani show, where amazing colors and silhouettes once again showed that development has no limits. If London plays with shapes and ideas, Milan surprises us with the mastery of fabrics and tailoring.
Which brand impressed you the most and why?
It is difficult to choose just one, but Armani and Margiela are my favorites. Besides the collections, I also have some fun memories connected to their shows. For example, while I was filming a TikTok video at the Margiela show, Anna Wintour suddenly appeared in the frame.
The Emporio Armani show was also very special for me. The brand invited ambassadors from different countries, and many international stars attended the show, including Kendall Jenner and Nicholas Galitzine. I also met Nils Kuesel there, who is my friend. He joked that he sees me more often during fashion weeks than his own family.
You attended Giorgi Keburia’s show in London – did the collection meet expectations?
Giorgi is a close friend of mine, and I remember when he first announced his London Fashion Week debut on my show. Today, attending his runway show was very emotional for me, both as a friend and as a supporter. This year I also had more responsibility because I helped organize the after-party. I am proud that I became a co-organizer of an official event during London Fashion Week.
Which detail or look from Keburia’s collection would you highlight?
I must mention Keburia’s “Napoleon” coats. It is a strong and trendy design that we are already starting to see copied by other brands. But the original idea is Georgian, and that is definitely something worth noting.
After-parties are an important part of fashion week. Tell us about Keburia’s party – who were the guests and what was happening behind the scenes?
The party took place at Bertrand’s Townhouse. It was a big responsibility when Giorgi and Nina trusted me with the organization. It is always nice when successful Georgians support each other. TamtaGoduadze, Beka Gvishiani, Keti Gagoshidze and others were there. Once again I realized that Georgians are very good at supporting and helping each other move forward.
In your opinion, what trends will be popular in the fall–winter season?
This will definitely be the season of statement coats. Whether it is Keburia’s “Napoleon,” Gucci’s leather versions, or Margiela’s elegant designs. Premium fabric quality and perfect tailoring are also very important, and Armani still remains one of the leaders in this area.
How would you describe this whole experience in one sentence?
I would use a paraphrase from Beka Gvishiani: “Getting dressed is our invention.” I think this perfectly describes the spirit of the season.
What would you say to your younger self today?
I would tell him that he made it. When I was a child, I used to wake up at 6 a.m. to watch the stars on TV – the same people I work with and create content with today. For me, this is not only about fashion. It is a chance to speak about our country and culture on a global stage. Being from a small country can actually be an advantage. When you are recognized at home, your voice in the world becomes even stronger. Today, Georgians in the fashion industry are speaking louder than ever.
Fashion shows held during the fashion weeks were attended by Giorgi Iashvili together with New Trend.
Interview: Mariam Bekauri
