GEORGE KEBURIA

How did you get into fashion? George Keburia: “I grew up sketching, but I’ve never studied fashion. Actually, I was at business school when I dropped out to pursue my dream. During 2010 Tbilisi Fashion Week I won first prize in the Newcomers contest.”

What is the style of your brand? “Modern and free-spirited.” Signature pieces? “Jeans and trousers with masculine shapes.”

Sources of inspiration? “Most recently, Japanese culture.” Where do you produce? “In Tbilisi, where I also source the fabrics, as well as from Greece and Turkey.” Where is your brand currently distributed? “In Batumi, Saint Petersburg, Moscow and online around the world via the More is Love e-commerce site. There are also pop up stores in Baku, New York and Abu Dhabi.”

Awards and other acknowledgements? “In 2012 I won the Be Next contest in Tbilisi and the Community’s Choice Award at the Muuse x Vogue Talents Young Vision contest.” What was the turning point in your career? “Initially my clothes were quite theatrical, but in 2013 I shifted my focus to become more commercially aware.” What are the challenges for emerging Georgian designers? “The whole chain is still under-developed, so you have to search for retailers, connections and other channels to sell through.” What advice would you give to other young designers? “Work as hard as possible and never give up.”