Established in 2016, by founder Dimitria Diida Papafotiou, DIIDA is a fashion label that celebrates female achievement, strength and beauty, with attention to detail, high quality prints and the highest quality fabrics. From years of experience working across the fashion industry as a buyer and designer, travelling throughout Europe and America, Diida is committed to local manufacturing in Melbourne.
She shares her story for “My Australia.”
How did your Aussie brand start?
My path to creating my own fashion label started with hands-on experience, from sorting buttons to becoming the creative director at a well-known Australian fashion label. The desire to take control and express my own design ideas led me to draft a business plan for my label. This move quickly paid off, catching the eye of potential investors among my circle of friends and family. Together, we launched our first store on Chapel Street in Prahran.
The brand was built on a foundation of highlighting the exceptional quality and craftsmanship of local Australian artisans, which I felt was being overlooked in favour of offshore production. I wanted to change that. My goal was to create a platform that would not only showcase but also elevate the fine work of these talented individuals.
How does living in Australia filter through to your Aussie made designs?
Living in Australia has a profound influence on my designs; it’s interwoven into every piece. You might have heard how Melbourne’s weather can sweep through four seasons in a single day. That unpredictability is mirrored in my collections—they’re designed to be versatile, perfect for the office or an evening out, adaptable from a sunny beach day right to an evening at the bar.
But there’s more to it than just the weather. The Australian lifestyle is about a relaxed sophistication; we’re laid back but never lack effort. This ethos is captured in the relaxed yet refined aesthetic of my clothing.
Why is manufacturing your garments locally so important to you?
Local manufacturing is the backbone of my brand because it’s about investing in our own—fostering a community where ambition and craftsmanship thrive. I’m committed to contributing to the bustling work ethic and vibrant social fabric of Australia. It’s here, in this energetic environment, that feeling good and living well stems from the opportunities we create in our local industries.
What are some of your favourite Aussie made brands?
Among the constellation of Australian brands that I admire, House of Emmanuel shines bright. The designer behind the brand isn’t just a talented creator and entrepreneur; he embodies the very essence of what makes the Australian fashion industry exciting. His work is synonymous with risk-taking, opulence, and that undeniable ‘wow’ factor that captivates onlookers and adds a bold statement to any ensemble.
What’s your favourite Aussie getaway location?
Sydney, with its vibrant pulse and sun-kissed shores, holds a special place in my heart. It’s the quintessential escape from Melbourne’s charismatic yet edgy embrace. Sure, there’s a playful rivalry between the two cities, but Sydney offers something irresistibly different. It’s that splash of colour in a wardrobe of Melbourne black—a reminder that life is too rich to always play it safe with shades.
Where in Australia haven’t you been that you would like to go and why?
There’s a spot in Australia that’s been calling my name yet remains unchecked on my travel list—the Whitsundays. Its reputation as a slice of paradise is well-known, and as someone who grew up far from the sound of ocean waves, it’s a destination I’m eager to experience. The allure of pristine sands and azure waters is hard to resist, especially when you consider that Melbourne, while culturally rich, isn’t known for its beach lifestyle like Sydney or Brisbane.
What’s the best thing about living in Australia?
The best part about living in Australia has got to be the incredible mix of cultures and the diversity here. Every day there’s a chance to encounter something different, to learn and to grow. We’ve got a bit of everything, which I think makes us generally good-natured, caring, and hospitable people who are just happy to be part of this community. We’ve got ancient history, the world’s oldest living culture, alongside a mosaic of people from all over the globe.
