An Interview with Stefania Vaidani: The Contemporary Lifestyle Brand inspired by Heritage and cultural immersion.
By Gena Aspinall-Martin
Stefania Vaidani is a contemporary lifestyle brand that designs garments with sculptural silhouettes for men and women - the modern-day consumer. She has built a consistent brand story influenced by her unique cultural heritage, inspired not only by her upbringing in Greek and Italian cultures but also by her desire to travel and immerse herself in languages, design, and architecture. Stefania Vaidani is a brand for the wanderlust activist. Those who do not conform to the mundane and appreciate history and art that spans generations. When producing her collections, Creative Director Stefania takes inspiration from her Greek heritage and her fashion design studies in Milan.
@stefaniavaidani
Born into a family of creators in Greece, she spent her formative years in the suburbs of Athens, surrounded by artistic influences, historical architecture and cultural heritage. In 2018, Stefania Vaidani graduated from the Istituto Marangoni in Milan, where she studied and lived for three years. After graduation, she was immediately recognised for her feminine and contemporary designs.
“ I was immersed in a level of craftsmanship and design thinking that no other place could have offered me. Living in Milan allowed me to experience fashion not only as an academic discipline, but as a culture deeply rooted in heritage, precision, and innovation”.
Her Parents also studied in Italy in their youth and translated Italian design methods into their own business. Growing up, Stefania was surrounded by Greek and Italian craftsmanship. Her understanding of design is a hybrid concept of both cultures, continuously evolving. This, is something that she views as an extension of herself, that she's always been immersed in at home. Her designs are a result of her parents' influence regarding design and culture, and her own education and appreciation for culture across countries. Through observation and immersion, Stefania translates her experiences into garments that reflect a dialogue across place, heritage, and contemporary design. Architecture plays a crucial role in her design process. Being immersed in design across facets in daily life is pivotal for Stefania. “Fashion and architecture exist in a parallel world, connected by construction, balance, and intention. This relationship deeply fascinates me and continuously shapes the way I design”.
Would you say that growing up in a creative family in Athens, a beautiful city known for its ancient History and culture, helped influence your decision to be a designer?
“I spent a great deal of time with my grandmother, watching iconic films from the 1960s and 1970s. In those moments, I became captivated by the intricacy and craftsmanship of the garments she wore. Observing the care, detail, and elegance of her clothing, shaped my understanding of fashion and made me realise that what defines Greece is not only its ancient past”.
Her designs are truly a juxtaposition between time and place. Taking influence from her life past and present. Her designs are influenced by previous decades in fashion history and also the rich cultural history of two cities. Her garments are versatile and chic. They hold whispers of heritage and carry modern-day influence and represent city life. Designed for individuals who are always on the go, able to guide the wearer seamlessly from sunrise to sunset. Designed for the 21st-century persona whose typical day can stretch beyond daylight hours. 9-5 has become an alien concept to many ambitious, hard-working individuals today. Therefore, Stefania aims to create garments that hold longevity and versatility.
Your collections are multifaceted, transitioning from day to night. What design strategies do you use to achieve this adaptability?
“ I realised that modern women who work all day don’t have the time to change outfits for a drink, dinner, or a client meeting. This understanding led me to explore day-to-night dressing in my designs, creating pieces that transition effortlessly throughout the day. This approach naturally began to reflect my own everyday life”.
This concept of longevity and versatility reflects her ethos for sustainability. Stefania Vaiandi is sourced almost entirely from ethical materials, including vegan leather and cotton. They strive to be as sustainable as possible and source materials from Oeko-Tex. Oeko-Tex is a raw material that is organically certified to be free of harmful chemicals and grown according to strict guidelines, to ensure minimal environmental impact. Their entire product pipeline is made in-house, allowing for better production control. The textile industry is responsible for 92 million tonnes of discarded textiles annually, comprising of deadstock fabrics and general consumer waste. Out of this statistic, only 1% of the discarded materials from the cutting room floor are recycled. Therefore, Stefania’s dedication to ethical practices is admirable in a world driven by fast-fashion culture. However, although sustainability is now considered a competitive advantage for brands, working entirely with ethical practices can have limitations. Moreover, working with recycled or deadstock fabric means the units can be limited. In addition, vegan leather has seen recent bounds in research and can now be made from apples and pineapples. Although a natural resource, it has implications of low longevity. In contrast, some vegan leather is made from plastic, which has major environmental implications.
As a sustainable fashion brand, what are some challenges you’ve faced in your product pipeline, and how have you overcome them?
“Every collection comes with its challenges, both in design and production. One example is leather. I have often considered using real leather because of the unique quality and finish it brings to a design. At the same time, sustainability and durability are critical concerns. Vegan leather, while more ethical, can sometimes wear over time; it’s fibres may break down after a few years, affecting the longevity of the garment. Navigating these choices is part of the creative process, as I strive to balance aesthetic vision, sustainability, and enduring quality”.
Maintaining high quality is central to their manufacturing approach. They focus on designing garments for the capsule wardrobe, items that can be worn for longevity. This is achieved through her designs that portray contemporary silhouettes and accents of time. Sustainable, contemporary, and chic. Stefania vaidani is designed for the modern day.
