Materiel Tbilisi : Soft And Delicate Allure

“Fashion is like a gentle kiss, offering a lovely sensation and a touch of emotion.”

For years, Fashion had lost its own historical vision. The Young Generation has searched to realize an innovative version of the sector, but, what’s the final result of this phenomenon?

“According to some analysis, the Global Fashion Market finds itself in a situation of crisis, the reason? The emerging talents of the Gen Z generation have great intentions of evolving the sector, but they are not ready to handle the entire system by themselves! The final result? A bad investment for everyone!”

But, wait a moment. That’s not for all young people! First and foremost, the Fashion Sector is divided in two groups:

• The first is interested in changing the old vision of Fashion forever, by offering a real evolution of the sector.

• The second, in a manner of speaking, is structured like that: only old vibes, recreate the fascinating aesthetic of 90’, where luxury was available and the Fast Fashion did not exist like now.

Among designers and creatives there is a real battle. Who will win the role of Fashion leader among these two groups?

Among quite a few brands, I was fascinated in observing the fabulous and gentle aesthetic of one of them in particular. In the last few years, new brands are boring, which are ready to satisfy the global public. The most interesting feature is that the majority of these brands are not made in Europe, or USA, or Asia, but in remote zones instead, like Georgia. The Brand reimagines the vintage and old aesthetic style. So, with great pleasure and strong enthusiasm, I’ll present to you Materiel Tbilisi.

Maia Gogiberidze: Founder of Materiel Tbilisi

• You were discovered through Instagram. Can you tell us about the brand’s origins?

Materiel Tbilisi evolved from the historic Fashion House Materia, which dates back to 1949. When I reimagined the label, my mission was twofold: to preserve the rich heritage of Georgian craftsmanship and to provide a high-profile platform for a new generation of voices. Materiel is defined by structure and thoughtful elegance, but at its heart, it is a house of opportunity. We function as both a working atelier and a creative incubator, giving young designers the rare chance to bridge the gap between avant-garde design and large-scale production.

• Tell us about your personal philosophy as a founder.

I have always believed that fashion should be expansive. It should create space for others. From the outset, I built Materiel as an environment where young creatives could experiment, fail, and ultimately find their signature style. Whether it is mentoring designers or working hands on in production, my vision has always been to build something sustainable, both creatively and structurally.

• What does fashion represent to you?

Fashion is a silent language. It communicates identity, culture, and emotion without the need for words. To me, it also carries a deep sense of responsibility. It is our duty to preserve the tactile arts of craftsmanship and to open doors for emerging talent, all while staying firmly rooted in our Georgian heritage.

• What is the best strategy for building a successful global brand?

Authenticity is paramount. A brand must remain fiercely true to its core identity while maintaining an awareness of the global landscape. Quality, consistency, and a crystalline vision are the pillars of success. I believe growth should be intentional and measured, never rushed. It must always align with the brand’s foundational values.

• Do you draw inspiration from other brands?

As a founder, my primary inspiration has never been other fashion houses. Instead, I am inspired by the potential of young designers. My goal was to create an incubator where they could establish themselves and, in turn, put Georgian design on the global map.

The designers within Materiel draw from art, culture, and the nuances of life, but never from imitation. We’ve seen incredible success with this model; many designers who began their journeys at Materiel are now independent leaders shaping the future of the industry.

• In your view, is quality more important than branding?

Quality is the baseline. Without it, a brand is an empty shell. Craftsmanship is the very soul of fashion. However, identity is what allows that soul to be seen. A brand’s visual language and logo provide its presence in the world. True strength lies in the harmony between the two: quality provides the integrity, while branding provides the voice.

• How would you describe the Materiel product range?

Our main collections focus on structured, elegant ready to wear and sophisticated knitwear designed for longevity. We also launched a casual, gender-neutral line called MTRL. This line is a natural extension of our philosophy, focusing on everyday essentials through a lens of sustainability and near zero waste production. It is fashion that is practical, thoughtful, and inclusive.

• Have you been active on the international fashion circuit?

Yes, Materiel has been a consistent presence at international industry platforms. These events are vital for connecting with the global community and showcasing the evolution of our work.

• Is this your first interview?

It isn't, but I treat every conversation as a valuable moment of reflection. It’s an opportunity to look back on how far we’ve come and to reaffirm the values that drive us forward.

• What is your outlook on the future of the brand?

We are living through a challenging era for independent fashion, but I remain deeply optimistic. We are moving forward with a focus on creativity and the preservation of our legacy. The future of Materiel is about carrying our signature elegance into a new chapter with confidence and resilience.

• What are your ultimate expectations for Materiel?

I expect Materiel to continue evolving with a sense of responsibility. I want it to remain a sanctuary for talent: a place where quality is never compromised and where the next generation of designers can continue to flourish.

• What advice would you give to young designers entering the industry today?

Trust your unique voice and be patient with your journey. You must master the craft and understand the mechanics of production. Fashion is as much about what happens behind the scenes as what is seen on the runway. Success in this industry requires resilience, a spirit of collaboration, and an unwavering commitment to your own truth.

As the Founder Of Materiel Tbilisi narrates, it’s really important to be authentic.Respecting an exclusive identity is a synonym of true creativity. Copying from another Maison means destroying the reputation of your potential. Be iconic, but with no limits. Whereas a Brand creates something new, you must try to overcome it, by realizing new wonders and satisfations.

Article By Pellecchia Giovanni