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Locally Made | Melbourne's Newest Luxury Label, DIIDA

Melbourne’s newest luxury label DIIDA has just opened its doors on Chapel Street, South Yarra with a lavish launch event coming up on the 22nd June.

DIIDA’s first collection Key To The City is available now in store at 583 Chapel Street and online at, and each piece is lovingly made right here in Melbourne.

“I’m so excited to be finally bringing my creative ideas to life. What a blessing it is to share with Australian designers, and women in general my interpretation of feminine strength, sex appeal and freedom through my designs,” says DIIDA founder Dimitria Papafotious of her designs.

Papafotiou brings to the label 12 years industry experience working across myriad areas of the fashion industry: from design, production, buying, textiles and quality assurance to name a few. She is now applying all this industry knowledge to develop her own label DIIDA – a nod to her childhood nickname.

The store is next door to well known Chapel Street café and Melbourne favourite, Café e Cucina, the store is a modern space with a specially designed VIP area out the back. The DIIDA team are already looking forward for further expansion in 2017.

The launch event on the 22nd June is set to be a lavish affair with George Colombaris on food and notable Greek locals scattered through the guest list.

Dimitria’s first collection will set the tone for the DIIDA brand. The collection includes seductive silhouettes that celebrate femininity with a study on ethereal transparency juxtaposed with refined tailoring and structured pieces. “I’ve always been fascinated by human expression and believe that one’s style is an expression of their personality and how they desire to be perceived,” says Dimitria Papafotiou of why launching her own label DIIDA has long been a goal for the designer.