The fashion show Metrica will showcase the best and brightest Georgian and international designers, while advocating their prominence in the region and beyond.
Metrica was founded in 2022 as a joint venture between organizer Gita Chkhartishvili and designer Maia Chkhartishvili. Dzhavid was a business consultant for Metaverse, a company that did fashion projects as well. After switching to a new career as a catwalk-model, her focus shifted to the fashion industry.
The Metaverse is an online community where people can work, play, and meet using virtual reality headsets and smartphone applications. The Metaverse will display the first fashion project from Georgia, the Metrica Fashion Show. Dzhavid told GEORGIA NOW that she views this as a great opportunity for the designers who will be participating.
“It eliminates the borders of Fashion, especially since anyone can view it in any part of world, which accelerates participation from A to B with the brands,” says she.
The ‘Fashion Fusion Foundation’ is a large part of the fashion show. According to Dzhavid, the foundation focuses on promoting Georgian designer abroad by projecting out their culture, vision, and industry objectives into the world. The foundation aims to promote designers from around the world, both within the region and outside. Dzhavid says that “Metrica allows designers to showcase a piece of their DNA and identity through this platform”.
During the event, several Georgian designers and brand will be showcased: Janelidze (Georgian/Iranian), Diana Kvariani (Georgian/Iranian), Love Mark, Tako Mkvabidze (Georgian/Iranian), REM, and Kinto. REM, formerly known as UMI (which in old Georgian means “Raw”), is a popular Georgian fashion brand. Recently, it has undergone a rebranding. It will be the opening act for Metrica.
Other international brands and designers also collaborated with Georgian brands. The Japanese brand Miyabi, which is based in Georgia, will be there. They use Japanese fabric to create clothing that combines the two cultures. Central Asia, including the fashion industry, has been a hotspot for creative industries in recent years.
Dzhavid says that Turkmenistan is another country in the spotlight for fashion. She says that this year, the brand Arslan is going to be presented. This will be the first time in recent history a Turkmen designer has been presented at an international event. Dzhavid explains that Arslan’s designs play with the traditional clothing of his country, while adding a modern twist.
In recent years, the Gulf countries, notably Saudi Arabia and United Arab Emirates, also experienced a creative boom. Dzhavid says embassy representatives from these countries and designers will be present at Metrica to further strengthen the ties with the creative industry and region. She also adds that Saudi Arabia will host the 2025 event at the fashion show.
Enterprise Georgia under the Ministry of Economy and Sustainable Development of Georgia supports Metrica. The Italian Embassy in Georgia also supports Metrica.
Dzhavid says that designers and brands in Georgia have their own vision, which doesn’t necessarily follow global trends.
“Freedom is often expressed through our collections, clothing, and accessories.” “Black has always been Georgian fashion’s color, with a touch of grunge,” says she. “In recent times, however, the fashion direction has changed. People are now wearing more comfortable, oversized clothing with many pockets. You must know that Georgia’s use of black in clothing is unique and you won’t find it anywhere else.
Georgia’s fashion industry is on the global radar for several years, especially after the rise of Demna Kvasalia and George Keburia. The industry has been featured in many publications, including Forbes, The Economist and FASHION Magazine.
The Metrica will also feature Reverie (Georgia), Mriyou, (Ukraine), Diana Rakhmaninova, (Azerbaijan), Pentatonika, (Kazakhstan), Lilia D Ulat, (Uzbekistan), Cut & Desh(Kyrgyzstan), Raazmoon(Iran), Aisha (Azerbaijan).
Metrica will host its fashion show at the Axis Towers on Sunday, 20 October, in Tbilisi. The event is aimed at promoting local designers and showcasing emerging brands. It also aims to display international brands in the region.
By Shelbi R. Ankiewicz
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