Keburia
George Keburia, the visionary behind the Tbilisi-based women’s clothing and accessories label Keburia, is renowned for his out-of-the-box fashion approach. The brand recently unveiled its Pre-Fall 2024 collection, showcasing an array of contrasting patterns, shapes, and accessories, notably featuring distinctive buttons. Drawing from the retro-futuristic allure of 80s sportswear, Keburia blends different eras in his designs to craft a “back-to-the-future persona.”
A core principle of the brand is its commitment to minimizing environmental impact by primarily adopting a made-to-order model, thereby reducing overproduction waste. Keburia’s first physical store has recently opened in Tbilisi, Georgia, offering his latest collections.
Keburia_7.jpg
Interview with George Keburia:
What sparked your interest in fashion?
My fascination with fashion dates back to my childhood. I loved flipping through my mum’s OTTO magazines, a rare luxury in Post-Soviet Georgia. I would mentally reconstruct and restyle the outfits, and often sketched my ideas on the back of my notebooks.
As a self-taught designer, what have been your biggest challenges and rewards?
Learning by doing was a significant challenge. My early career involved much experimentation and trial and error. However, not having a formal education in fashion allowed me the freedom to innovate. Working as a designer in a local fashion house provided invaluable learning experiences before I established my own brand, which has been immensely rewarding.
What and who inspire your daily design process?
Inspiration comes from many sources, making it hard to single out one. Friends, new places, and exploring different cultures fuel my creativity. I also draw inspiration from old soap operas and TV shows that I enjoyed as a child.
How do you develop ideas for your collections?
The process varies. Sometimes I revisit old sketches to refresh strong silhouettes that didn’t fit previous collections. Other times, I create new ideas on the fly, especially if pressed for time.
What is the vision behind your Pre-Fall 2024 collection?
The collection is inspired by the retro-futuristic glamour of 80s sportswear. It features deconstructed sports pieces and formal wear with a blend of nostalgic and futuristic elements. I used diverse materials and colors to create contrasting shapes and vibes.
Can you discuss your signature use of buttons in this collection?
Buttons are a signature element in my collections. For Pre-Fall 2024, I used various metal details and sculptural breast silhouettes with handcrafted half-sphere metal hardware to create unique and striking designs.
How do you balance evolving fashion trends with your brand’s vision?
As the brand grows, we consider customer preferences while maintaining the Keburia aesthetic. It’s about finding a balance between commercial demands and artistic integrity.
Your recent designs seem more sophisticated. What prompted this shift?
I aimed to experiment with new shapes and lengths in this collection, which I hadn’t explored in previous ones. It was an opportunity to try something different.
Do you prefer varied themes across collections or consistency?
For Pre-Fall 2024, I embraced the challenge of incorporating multiple elements. I wanted to blend various timelines with futuristic and vintage aspects, creating characters that transcend time.
What is your design process for each collection?
Each collection is approached differently. Past experiences guide the development of new collections. When time is short, I personally work on the patterns to ensure confidence in the final product.
How do you incorporate sustainability into your brand?
All Keburia garments are handmade in Tbilisi, reducing environmental impact and supporting the local economy. We minimize waste by using a made-to-order model and donate deadstock materials to fashion students and artisans. Environmentally friendly packaging is also a priority.
What challenges have you overcome, and what new ones do you face as an independent brand?
Rapid demand growth in 2020 required efficient scaling without compromising quality. Current global uncertainties pose new challenges, but opening our first brick-and-mortar store in Tbilisi and expanding globally are exciting opportunities.
What upcoming projects are you excited about?
I’m eager to showcase my collection at a runway show in Bucharest’s inaugural fashion week in October. Expanding our retail presence and engaging directly with our community are also exciting prospects.
