Buyers Mag X NOIZY – Interview With Sofia Tchkonia

by Mary Bitchashvili

Events taking place in the world are very interesting and we read about them every day but it’s important to think about those events that are happening in Georgia. At this moment we are interested in fashion, which has been built for years by plenty of people and it isn’t strong enough yet. We shall agree that fashion is a business, it’s required for economics, the number of employees of this industry was increasing before starting of crisis. Competition has appeared. Fashion isn’t just a show, designers and models – it’s a chain that involves tailors, make-up artists, constructors etc. There are up to 300 employees at a Fashion House Materia. What will happen to these people? We shall support this industry. We must remember how big potential we had and what shall be done to have it again. Sofia Tchkonia, founder of  Mercedes Benz Fashion Week Tbilisi, nominated for BOF 500 will talk about the future of fashion and difficulties we are facing now.


Photographed By Grigor Devejiev ( @jam_project_ )

Q

What is the main function of a fashion week nowadays in this field?

A

There have been more and more discussions recently about the necessity of traditional runway shows for designers. In my opinion it’s necessary in Georgia because attendance of international press-media and buyers and having of personal contacts plays an important role in development of Georgian designers. Discovery of our country as a country where fashion exists has happened recently and fashion week played an important role in it. Awareness about a country, designers, photographers, models and other representatives of this field increases. If you want to understand Georgian fashion you should come to Georgia.

Q

How many designers participate in Mercedes Benz fashion week and are there any foreign participants?

A

Number of participants has increased. Approximately 40 designers take part in a fashion show, including foreigners. But it’s generally focused on Georgian designers.

Q

What kind of difficulties were caused by this crisis and cancelling of fashion weeks?

A

We were ready for May season. Pandemic has stopped everything in our country the same way as in the whole world – sales by designers, highlighting by an international media and much more that will cause difficulties, especially financial problems. I hope that we will come back with more interesting projects and be more active.

Q

What kind of cooperation is required for retaining of sustainability of fashion world? Who shall unite, especially at a local level?

A

First of all, this field requires financial support. Many people may say that it’s no time for fashion but in my opinion this field is very important and promising. Funds or various organizations were created in many countries, which will assist this industry. We have a chance of turning a fashion industry into a visiting card of our country, successful business and part of our economy, which has already proven by our business.

Q

Will the present crisis have an influence on starting of working based on sustainable fashion concept?

A

Yes, of course and we’ve started working on this issue long ago. Now it will become more interesting and intensified.

Q

What kind of support will be provided by a fashion week to designers?

A

We are thinking about it and work hard in assisting designers in overcoming of a crisis.

Photographed by Guram Kapanadze During MBFW Tbilisi

Q

Why is it so important to support a fashion industry? Please, talk about its role in success of a country. What is your biggest priority at this stage as of an organizer of a fashion week?

A

First of all, it’s retaining of a project and its development. It’s also very important to assist more actively those designers who will be retained in the project. Also, we work on many other new projects that will promote fashion industry and generally art in Georgia.

Materiel

Q

What will be your advice for Georgian designers, Georgian press-media and people who work in this field, for those people who work on overcoming of problems and retaining of a relevance.

A

Corona virus offers starting of a life from a blank paper and start everything from the beginning. We shall create a new society after virus. Everything will be re-evaluated after completion of pandemic. Only valuable items will remain and we must try not to make mistakes. Now it’s time for making of really valuable and interesting things.

Cover Photographed By Grigor Devejiev ( @jam_project_ )