MODUS VIVENDI
DNA congratulates Christos Bibitsos, founder and Creative Director of Modus Vivendi, on the iconic Greek fashion brand’s 30th anniversary.
DNA congratulates Christos Bibitsos, founder and Creative Director of Greek menswear label, Modus Vivendi.
DNA: Congratulations on the 30th anniversary of Modus Vivendi. What inspired you to take the leap and create the brand? Christos Bibitsos: The need to express my creativity and the love of fashion was the kick start, followed by seeing a gap in the industry for the real needs of modern men who seek diversity. Modus Vivendi is also a way to help spread the Greek culture.
Back in 1989, what was the company like? Was it just you or were others involved?
Well, starting back then, it was only me doing almost everything from design to patterns, sewing to photoshoots and sales, all in a small brick store in the centre of Thessaloniki.
Does the city of Thessaloniki influence the designs?
Yes. Thessaloniki was a commercial centre since ancient years and a melting pot of civilisations. The scenery, the people and their hospitality, the vibe of the city, its natural beauty, the food, the sea, the sun inspires me always.
Are gay men the Modus Vivendi target audience, and are they the best customers? Our audience is mainly men, however, there are also some women who shop with us for their men. We are very grateful and honoured that the gay community embraces the brand so strongly and, yes, they are our best customers. Did success come quickly or were there a few years creating a brand identity and gathering a following?
In the first year, news spread around the city, and after the second year the brand was recognised in Greece. The e-store gave us international recognition.
Back in 1989 there was no internet for online sales. Was there a storefront or did the company supply retailers?
We had two stockists – one in Athens and one in Thessaloniki. I have news for you – now we also have a store in Sydney [Daily Male on Oxford Street, Sydney]. As well as a few wholesalers in Europe.
Is there a Modus Vivendi storefront today? Not currently as the global market drives us to internet stores. However, there are partners that sell the brand in their brick stores across the world.
Are you still the lead designer?
Yes, the lead and only designer still.
Where do you find inspiration today? Modus Vivendi creations draw inspiration from Greece’s iconic pictures and history. We connect with our roots using designs from ancient Greece – see our Meander and Iconic ranges, as examples. We grow the brilliant minds and ideas that have come before us; we’re taking them ahead to influence men in different ways. We blend our creative talent
We are very grateful and honoured that the gay community embraces the brand so strongly and, yes, they are our best customers.
with life, art, architecture and people; whether it is a painter, a filmmaker, a piece of music or a famous person we love, and we translate all these for the modern men.
Modus Vivendi is known for its elegance and sophistication but there is also a playfulness to the designs. Please discuss.
We enjoy playfulness, we blend chic designs with a playful mood and this is how Modus Vivendi is staying young inside – the Transformer pieces, for example. The company ethos is, “We do what we do because we love it.” Is Modus Vivendi a fun place to work?
Respecting diversity (different genders, nationalities, political views, etc) and freedom of expressions is the foundation of the brand. We love having fun because we all love what we are doing and offering. The environment is great and all of us can be ourselves and inspire each other. You can always contact our personnel and ask them yourself!
We create fashion-forward pieces that can be worn by anyone – fashionistas or not.
The photography and marketing images the company produces are stunning. Who has been responsible for creating those? The product designs give the initial inspiration and then the marketing team gives it a shape that flourishes with exceptional partner photographers, models, video, stylists – from around the world.
Modus Vivendi has always been both fashion-forward and classic. How does the brand keep that balance so even?
We do create fashion-forward pieces that can be worn by anyone; these transforms our creations into timeless classic pieces. Our goal is to dress
everyone, fashionistas or not. The current Bodybuilding low-cut brief in the swimwear collections is tiny and in a very bright colour range. Is this for the man who wants to attract attention? Is Modus Vivendi always for the man who wants to attract attention? This is a brand for men who want to express themselves and feel comfortable in their bodies. The personality is always the center of attention, as I see it, and the garment compliments the protagonist.
We enjoy playfulness, we blend chic and playful… this is how Modus Vivendi is staying young.
How has the industry changed over the last 30 years?
Radically! I may say, many new brands, the internet, absolute freedom of expression, the new needs and lifestyle we have and it is constantly evolving and this is what we want and love. We adapt, evolve and listen to our customers and we involve them in the process. However, our attitude and personality towards fashion and design doesn’t really change.
What has been the brand’s greatest challenge over the years?
The marketing streams were limited, and also the products were not considered mainstream so the acceptance was slow. Now everything is smoother with e-commerce and social media you can reach the right audience and social media plus now it is easier as people embrace diversity in fashion.