Georgian Fashion: Why Tbilisi Belongs on Every Fashion Lover’s Map
There is a city where fashion is not a trend. It is a statement of identity. Tbilisi surprised me. Not with its architecture, not with its food, although both are extraordinary, but with the way people dress. Expressive, oversized, dark, fearless. Nothing for the shy. The women on the streets wear their individuality like armour. Deep, dark makeup. Sculptural silhouettes. A grunge-cool energy that feels entirely their own and entirely unimpressed by what anyone else thinks. I found it absolutely thrilling.
But the real story of Georgian fashion starts with two names the world already knows.
Demna & David Koma – Georgia’s Global Voices
Demna Gvasalia, co-founder of Vetements, the visionary behind Balenciaga’s radical reinvention, and now at the helm of Gucci, is Georgian.. His architectural, often raw approach to fashion has always carried something of his homeland in it, that particular tension between brutalism and beauty that Tbilisi embodies perfectly. David Koma (in picture with me), born in Tbilisi and trained at Central Saint Martins, built an international career on precise, sculptural dressing that is quietly, unmistakably Georgian in its rigour. Both are proof that this small country punches far above its weight on the global fashion stage.
ANOUKI – Georgia’s Own Victoria Beckham
If there is one name that defines modern Tbilisi fashion for a wider audience, it is ANOUKI. Founded in 2013 by Anouki Areshidze, the brand is known for its bold colours, intricate embellishments, and a distinctive mix of textures that blends modernity with femininity. Anouki herself is something of a national icon, married to the mayor of Tbilisi, and often described as the Victoria Beckham of Georgia.
She has her own flagship store in the city (2 Tarkhnishvili Street), and her pieces are available internationally on Farfetch and Moda Operandi. I adore her designs (how cute are these tulle dresses?!) and not only because her name happens to be the same as my daughter’s.
Situationist – Fashion as Political Act
Situationist founder Irakli Rusadze has never shied away from using his collections to make bold, powerful statements. A self-taught designer born and based in Tbilisi, he started working in fashion at fifteen and presented his first collection at Tbilisi Fashion Week at twenty-one. Today, Situationist shows in Paris and counts Beyoncé, Bella Hadid and Doechii among its fans. The brand’s name is inspired by the mid-20th century group of intellectuals and artists known as the Situationists, emblematic of political dissent and cultural avant-garde. His clothes carry that weight as this gorgeous brown leather jacket. You feel it when you look at them. His designs are also available at Farfetch.
George Keburia – The Sunglasses Everyone Is Wearing
George Keburia is a self-taught designer born in Tbilisi in 1990, whose label is known for surrealist references and outlandish concepts expressed through exaggerated silhouettes and a synthesis of heavy and light fabrics. But it was his eyewear that made him globally famous. His sleek, angular frames found fans in Rihanna, Solange, and Bella and Gigi Hadid, a reminder that the fashion landscape is increasingly shaped by one iconic piece rather than an entire runway. If you have been wondering where those tiny cat-eye frames you keep seeing come from – now you know.
Tamuna Ingorokva – Tailoring with Couture Precision
Tamuna Ingorokva is the quieter name on this list, but no less impressive. Known for her minimalist tailoring crafted in her own Tbilisi atelier, each piece is cut and sewn by a small team with a couture-like attention to detail. Her work is the antidote to fast fashion – considered, precise, and built to last.
Aleksandre Akhalkatsishvili – Deconstructive Minimalism
Aleksandre Akhalkatsishvili is one of the most exciting names to emerge from the Georgian fashion scene in recent years. The award-winning designer is behind not one but two of Georgia’s best-known labels, Matériel, which he co-designs with Lado Bokuchava, and his own eponymous line. His philosophy is deconstructive minimalism, using vegan leather as a signature material, he creates a vision of the modern woman who is aligned with the 21st century and unafraid of its challenges. Straight lines, a precise mix of feminine and masculine, and pieces that are built to last beyond a single season. A name to know – and to wear.
Mercedes-Benz Fashion Week Tbilisi – Georgia’s Own Runway
Since 2015, Tbilisi has its own Fashion Week, and it is the real deal. Every October, international press, buyers and tastemakers fly in to discover the next generation of Georgian talent. Names like ANOUKI, George Keburia, Lado Bokuchava and Ingorokva have all shown here. Not every big name is on the schedule, Demna and David Koma built their careers on the international circuit, but for anyone wanting to experience Georgian fashion at its most raw and exciting, this is the moment to be in Tbilisi.
Where to Shop in Tbilisi – My Personal Edit
Ieri (Vasil Petriashvili 1) is not easy to find, which is part of its charm. Tucked into a wonderfully cool neighbourhood full of great restaurants and cafés, it is a destination worth seeking out. The concept store celebrates Georgian designers almost exclusively at the highest level, the sign at the entrance reads like a who’s who of the country’s best talent: Aleksandre Akhalkatsishvili, Situationist, Keburia, Lado Bokuchava, Sofio Gongli, Tata Naka, Lili Archive, David Koma, Ingorokva, and more.
Recently, Comme des Garçons joined the edit, after Rei Kawakubo visited Tbilisi, fell in love with the store, and personally wanted her pieces to be sold there. That alone tells you everything about the calibre of Ieri.
More is Love, closer to the hotel district, carries a wonderful selection of Georgian designers including ANOUKI, and is a perfect starting point for discovering the local scene in one visit.
Right next door, Archived Couture is a revelation for vintage lovers, an incredible selection of Christian Lacroix and CHANEL at a quality that would be hard to find anywhere in Europe.
Boygar’s – Tbilisi’s Luxury Destination
For those who want international luxury alongside the local talent, Boygar’s on Rustaveli Avenue is a must. Spread across three floors of a stunning historic building on Tbilisi’s main shopping boulevard, the store carries an exceptional edit of global houses, Prada, Loewe, Bottega Veneta, The Row, Jacquemus, Valentino, Khaite, Phoebe Philo, Saint Laurent and many more.
But what makes Boygar’s truly special is the interior, designed by acclaimed Stockholm-based studio Halleroed, it pairs the building’s ornate architectural heritage with contemporary minimalism, Georgian earthy tones and curated artworks by young Georgian artists. It does not feel like a luxury store you have seen before. It feels like Tbilisi.
Beyond these, the city is full of thrift stores and vintage finds at every price point. Just be aware: there are also many shops selling fake designer goods. My rule, if it feels too easy, walk past and never ever buy fakes!
A Final Note
Georgian fashion is expressive, political, deeply rooted in cultural identity and utterly unbothered by the mainstream. Whether you leave with a Keburia pair of sunglasses, an ANOUKI piece, or simply a new perspective on what dressing boldly really means, Tbilisi will stay with you long after you land home. I know it has stayed with me.
LoL, Sandra
Photos: © Sandra Bauknecht
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