George Keburia captivated audiences at London Fashion Week with his Fall 2025 Ready-to-Wear collection, solidifying his reputation as a visionary designer. The latest collection showcased as Victorian and masterful blend of bold silhouettes, intricate tailoring, and a fusion of classic and avantgarde elements, further cementing the brand’s position on the global fashion stage.
In the heart of Tbilisi, Georgia, the KEBURIA womenswear and accessories label has emerged as a force in contemporary fashion. Founded in 2015 by self-taught designer George Keburia, the brand has evolved into a celebration of modern femininity, characterized by bold silhouettes, vibrant colors, and a playful yet sophisticated aesthetic.
Global Recognition and Influence
Keburia’s innovative approach has earned him international recognition, with his work frequently featured in prestigious fashion publications such as Vogue, W Magazine, Harper’s Bazaar, and i-D. His designs have also attracted a global audience, worn by high-profile celebrities including Rihanna, Lady Gaga, Solange, Rosalia, and Miley Cyrus.
Beyond Fashion: A Cultural Statement
KEBURIA is more than just a brand—it is a movement that challenges conventional ideas of femininity while embracing experimentation and artistic expression. With a distinctive aesthetic that blends structure and fluidity, George Keburia continues to shape the fashion industry, proving that Georgian design has a place on the global stage.
As the brand continues to grow, it remains a testament to Keburia’s vision: a bold, avant-garde reinterpretation of femininity that is both nostalgic and forward-thinking. Whether through his daring silhouettes or his subtle nods to socio-political narratives, Keburia stands as a trailblazer, setting new standards for the fashion industry.
Demna Gvasalia
In many respects, interest in Georgia flared up thanks to Demna Gvasalia. The creative director of Balenciaga fashion house has been called one of the most influential contemporary designers since the early 2000s. In 2014, the designer founded the Vetements brand, which in a few weeks turned into a real phenomenon of the fashion industry. This designer— a rebel, breaking all the rules— looks incredibly attractive.
David Koma
World-famous celebrities fell in love with Georgian national motifs, thanks to this designer. In one of his latest collections, he masterfully used the theme of a Georgian man’s suit—chokha. The idea was so well received that after Bella Hadid wore one, half of Hollywood dressed in chokha.
Tbilisi, the capital of Georgia, is emerging as a major player in the global fashion industry, with a series of high-profile fashion events set to take place in 2025. These events will showcase the creativity and innovation of both established and emerging designers, further solidifying Tbilisi’s reputation as a hub for contemporary fashion. The recently announced fashion calendar promises an exciting year for industry professionals, fashion enthusiasts, and media representatives alike.
Fashion Business Thought Leaders
In addition to showcasing designers and fashion trends, Tbilisi has become a gathering place for fashion business thought leaders. Industry experts, investors, and entrepreneurs are actively shaping discussions on sustainability, digital innovation, and brand globalization. These thought leaders play a crucial role in guiding the next generation of Georgian designers and positioning the country as a fashion powerhouse.
One key figure is Sofia Tchkonia, the founder of Mercedes-Benz Fashion Week Tbilisi, who has been instrumental in elevating Georgian fashion onto the international stage. Through her efforts, she has connected local designers with global buyers and media, paving the way for international recognition. Another prominent figure is Lado Bokuchava, creative director of Lado Bokuchava Studio, known for his expertise in contemporary fashion and strategic brand development.
Magda Kajaia, founder of the first menswear brand Aznauri, has made significant contributions to the Georgian fashion scene. A pioneer in developing menswear fashion, she has paved the way for other menswear brands to follow in her path. Aznauri has not only elevated Georgian menswear on the global stage but also inspired a startup of male model agencies and new generation of designers to innovate within the category.
As Georgia’s fashion industry expands, these thought leaders are fostering an ecosystem that supports emerging talent, attracts global partnerships, and drives economic growth in the sector. Their influence ensures that Tbilisi remains a key player in the evolving global fashion landscape.
Tbilisi, the capital of Georgia, has been making waves in the global fashion industry over the past decade. Once an under-the-radar destination, the city is now recognized as a rising fashion capital, thanks to its avant-garde designers, vibrant street style, and a cultural mix of post-Soviet grit and modern creativity.
Factors Behind Tbilisi’s Fashion Rise:
Tbilisi’s Unique Street Style
The city’s fashion scene is deeply influenced by its past, with a mix of post-soviet era, bold patterns, and experimental tailoring. The youth culture in Tbilisi embraces an edgy, rebellious style that challenges traditional norms—something that resonates with the global fashion community. Boutiques like Chaos Concept Store, More is Love, and Matériel serve as incubators for young talent, helping local designers gain visibility and sell their collections to an international audience.
Fashion as a Form of Rebellion
In a country with a conservative past, fashion has become a powerful tool for self-expression and activism. Many Georgian designers challenge gender norms, advocate for LGBTQ+ rights, and push against traditional societal expectations, making Tbilisi’s fashion scene not just about aesthetics but also about cultural transformation.
For more than 90 days, street protests have been ongoing in Georgia, reflecting widespread dissatisfaction with government policies, social injustices, and threats to democratic freedoms. Protesters, particularly the youth, have taken to the streets to voice their demands for change, often using clothing as a medium of resistance. In this politically charged atmosphere, Georgian designers have embraced and amplified the spirit of rebellion through their work.
Designers are incorporating protest symbolism into their collections, with slogans, bold graphics, and unconventional silhouettes that challenge the status quo. Many have adopted elements of punk, grunge, and deconstructed fashion to reflect the chaotic yet determined energy of the protests.
