Sunday, July 19, 2009

Delightful Digitaria


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Last week I made a new discovery on London Soho’s Berwick street- a new fashion shop and gallery called Digitaria. I am quite excited about it, because I think it’s fantastic! The space is wonderful, the fashions are wonderful AND high quality and the whole concept of it, as an art-fashion space, really works. Berwick street is better known for its fabric, sex and music shops, tailors workshops and food market, but now it has really made it onto a London fashion map.

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Digitaria is actually a fashion label run by Greek designer Eleftheria Arapoglou and it’s creative director Stavros Karelis. They launched Digitaria label and showroom last year in Greece and decided to bring it to London too. So about two months ago they opened the Berwick street shop, which includes a fashion area, downstairs art gallery and two big window displays, one of which is used as an extension of the gallery. The arty side of Digitaria is curated by performance artist Scottee who has managed to bring in some pretty impressive and inspirational events and exhibitions.

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Digitaria is not at all one- label- shop. The makers have invited several other cool labels to join and sell their wares, among them Leigh Bowery collaborator Lee Benjamin, London DJ Warboy with his range and a new label from Millie Cockton called Euphemia, plus T-shirt collection from Scottie the curator himself.

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The space used to be an old tailor shop and Digitaria displays proudly all the original interior features like wooden panelling, staircase and display cabinets and even the old clothes brush left behind by the tailors.

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Fashion room’s walls are covered with especially commissioned unique wallpaper by artist James Unsworth.

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At the moment Digitaria Gallery shows the work of photographer Kate Garner, contributor of i-D magazine who's work has also appeared in American and British Vogue, Harper's Bazaar, GQ, Vanity Fair, Elle etc.

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Visit Digitaria @ 60 Berwick Street, Soho, London
Check out Digitaria on Facebook and Myspace too!