Sakis Rouvas Collection
Encyclopedia
The Sakis Rouvas Collection is a ready-to-wear
fashion brand headed by Greek entertainer Sakis Rouvas
, launched exclusively to Greece's largest multinational department store franchise, Sprider Store, in 2010, and making Rouvas the first Greek artist to have his own fashion line.
It was also released as part of a strategy by the department store to overcome the economic crisis of the late 2000s. The brand caters to both sexes in contemporary youth styles that exhibit the personal style of Rouvas, who has influenced fashion in the Greek music industry, while staying affordable to a majority of consumers. The clothing was created by a group of professional designers and stylists, while Rouvas is creatively active in the design process and has final say of the execution. Rouvas' marketing innovation was reviewed positively by critics.
looks, such as various jackets, leather pants
, and aviator sunglasses
. He received accolades such as Celebrity with Best Personal Style from MAD TV, one of the two musicians awarded for fashion, as well as Best Dressed Artist in a Video in 2006 and Fashion Icon of the Year in 2010 at the MAD Video Music Awards. He has been cited as influencing fashion among musicians and many other artists have been cited to imitate his personal style. Rouvas has been the first Greek artist to market themselves through merchandise, and with the launch of the Sakis Rouvas Collection he became the first Greek artist to have his own fashion label. It further expanded the entrepeneurial image Rouvas had established for himself within the period of 2009–2010, having launched business ventures such as a restaurant
, nightclub
, beauty salon
franchise, and film
and television
production company
.
For the creation of his fashion label, Rouvas teamed up with several professional fashion designers and stylists
to create the looks, while he also had creative input in the design department, choosing styles, giving his ideas on and approving designs. Rouvas' partner since 2003, supermodel Katia Zygouli
, gave some input on the female merchandise half of the designs. The premise of the brand is to exhibit Rouvas' own personal style and tastes, and is an attempt to mix high-end fashion with affordable prices that the majority of the public would be able to purchase. According to its publications, the brand's top priority is about the comfort
of the wearer, as well as aesthetics
, beauty
, and elegance
, and attention to detail
. Rouvas summarized:
retailer Sprider Store, Greece's largest multinational department store franchise. Rouvas officially announced the label's launch at the 27 July Corinth
stop of his 2010 summer tour. The line was inaugurated on 16 September at the Vogue
Fashion's Night Out at the Sprider Store on Ermou Street 54 in downtown Athens
, where fans and reporters gathered in the street. The line is available in stores as of October 21, 2010.
The brand caters equally to both sexes and is marketed towards a contemporary young adult market
. It is part of Sprider Store's investment strategy amid the economic crisis to help fight against it. The logo is Rouvas' signature, part of his Sakis Rouvas franchise brand, which includes ownership to other merchandise such as a line of dolls and music recording masters.
On 26 July the official teaser for the brand was released, featuring Rouvas in a design room, approving designs and trying on the clothing. Rouvas discussed the label on the premiere of Vrady Me Ton Petro Kostopoulo on 6 October, where he joked that the reason why he decided to create it was because he had no more clothing as he is constantly ripping his at concerts. In October 2010, a television commercial for the line was released.
Ready-to-wear
Ready-to-wear or prêt-à-porter is the term for factory-made clothing, sold in finished condition, in standardized sizes, as distinct from made to measure or bespoke clothing tailored to a particular person's frame. Off-the-peg is sometimes used for items which are not clothing.Ready-to-wear has...
fashion brand headed by Greek entertainer Sakis Rouvas
Sakis Rouvas
Anastasios "Sakis" Rouvas II , often referred to mononymously as Sakis, is a Greek musician, television and film artist, businessman, and former pole vaulter who is one of the most successful and influential entertainers of all time in Greece and Cyprus...
, launched exclusively to Greece's largest multinational department store franchise, Sprider Store, in 2010, and making Rouvas the first Greek artist to have his own fashion line.
It was also released as part of a strategy by the department store to overcome the economic crisis of the late 2000s. The brand caters to both sexes in contemporary youth styles that exhibit the personal style of Rouvas, who has influenced fashion in the Greek music industry, while staying affordable to a majority of consumers. The clothing was created by a group of professional designers and stylists, while Rouvas is creatively active in the design process and has final say of the execution. Rouvas' marketing innovation was reviewed positively by critics.
History and premise
Rouvas had long been considered a fashion and stylistic icon in Greece, known for having several trademarkTrademark
A trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or...
looks, such as various jackets, leather pants
Leather
Leather is a durable and flexible material created via the tanning of putrescible animal rawhide and skin, primarily cattlehide. It can be produced through different manufacturing processes, ranging from cottage industry to heavy industry.-Forms:...
, and aviator sunglasses
Aviator sunglasses
Aviator sunglasses are a style of sunglasses that were developed by Bausch & Lomb and branded as Ray-Ban. They are characterized by dark, often reflective lenses having an area two or three times the area of the eye socket, and metal frames with bayonet earpieces or flexible cable temples that hook...
. He received accolades such as Celebrity with Best Personal Style from MAD TV, one of the two musicians awarded for fashion, as well as Best Dressed Artist in a Video in 2006 and Fashion Icon of the Year in 2010 at the MAD Video Music Awards. He has been cited as influencing fashion among musicians and many other artists have been cited to imitate his personal style. Rouvas has been the first Greek artist to market themselves through merchandise, and with the launch of the Sakis Rouvas Collection he became the first Greek artist to have his own fashion label. It further expanded the entrepeneurial image Rouvas had established for himself within the period of 2009–2010, having launched business ventures such as a restaurant
Restaurant
A restaurant is an establishment which prepares and serves food and drink to customers in return for money. Meals are generally served and eaten on premises, but many restaurants also offer take-out and food delivery services...
, nightclub
Nightclub
A nightclub is an entertainment venue which usually operates late into the night...
, beauty salon
Beauty salon
A beauty salon or beauty parlor is an establishment dealing with cosmetic treatments for men and women...
franchise, and film
Film
A film, also called a movie or motion picture, is a series of still or moving images. It is produced by recording photographic images with cameras, or by creating images using animation techniques or visual effects...
and television
Television
Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome or colored, with accompanying sound...
production company
Production company
A production company provides the physical basis for works in the realms of the performing arts, new media art, film, television, radio, and video.- Tasks and functions :...
.
For the creation of his fashion label, Rouvas teamed up with several professional fashion designers and stylists
Wardrobe stylist
A wardrobe stylist is the job title of someone who selects the clothing for published editorial features, print or television advertising campaigns, music videos, concert performances, and any public appearances made by celebrities, models or other public figures...
to create the looks, while he also had creative input in the design department, choosing styles, giving his ideas on and approving designs. Rouvas' partner since 2003, supermodel Katia Zygouli
Katia Zygouli
Ekaterini Zygouli , born July 4, 1978, is a Greek fashion model and occasional actress.-Career:Zygouli is considered as one of the highest-paid Greek models...
, gave some input on the female merchandise half of the designs. The premise of the brand is to exhibit Rouvas' own personal style and tastes, and is an attempt to mix high-end fashion with affordable prices that the majority of the public would be able to purchase. According to its publications, the brand's top priority is about the comfort
Comfort
Comfort may refer to:*Comfort , by the rock group Failure*Comfort *Comfort Air, German airline*Comfort food*Comfort noise, artificial background noise used in radio and wireless communications to fill the silent time in a transmission*Comfort object, an object used to provide psychological...
of the wearer, as well as aesthetics
Aesthetics
Aesthetics is a branch of philosophy dealing with the nature of beauty, art, and taste, and with the creation and appreciation of beauty. It is more scientifically defined as the study of sensory or sensori-emotional values, sometimes called judgments of sentiment and taste...
, beauty
Beauty
Beauty is a characteristic of a person, animal, place, object, or idea that provides a perceptual experience of pleasure, meaning, or satisfaction. Beauty is studied as part of aesthetics, sociology, social psychology, and culture...
, and elegance
Elegance
Elegance is a synonym for beauty that has come to acquire the additional connotations of unusual effectiveness and simplicity. It is frequently used as a standard of tastefulness particularly in the areas of visual design, decoration, the sciences, and the esthetics of mathematics...
, and attention to detail
Detail
Detail or details may refer to:* Complexity or simply presence of a surface texture, work of art, or organizational behaviours* Level of detail, a 3D computer graphics term* Auto detailing, the process of thoroughly cleaning a car...
. Rouvas summarized:
"I wanted to create an entire collection that would express my aesthetics, to answer to the [financial] needs of the current times, without making discounts in quality and to be loved by the consumers who will find a distinct perception of fashion that everyone can interpret according to their own style and persona."
Marketing
Rumours of Rouvas beginning his own fashion label began in 2010; at the MAD Video Music Awards 2010, where Rouvas won Fashion Icon of the Year, fashion designer and stylist Lakis Gavalas, whom presented the award to him, hinted at the label's launch by asking the entertainer his thoughts about launching one. The label is exclusively available at Greek department storeDepartment store
A department store is a retail establishment which satisfies a wide range of the consumer's personal and residential durable goods product needs; and at the same time offering the consumer a choice of multiple merchandise lines, at variable price points, in all product categories...
retailer Sprider Store, Greece's largest multinational department store franchise. Rouvas officially announced the label's launch at the 27 July Corinth
Corinth
Corinth is a city and former municipality in Corinthia, Peloponnese, Greece. Since the 2011 local government reform it is part of the municipality Corinth, of which it is the seat and a municipal unit...
stop of his 2010 summer tour. The line was inaugurated on 16 September at the Vogue
Vogue (magazine)
Vogue is a fashion and lifestyle magazine that is published monthly in 18 national and one regional edition by Condé Nast.-History:In 1892 Arthur Turnure founded Vogue as a weekly publication in the United States. When he died in 1909, Condé Montrose Nast picked up the magazine and slowly began...
Fashion's Night Out at the Sprider Store on Ermou Street 54 in downtown Athens
Syntagma Square
Syntagma Square , is located in central Athens, Greece. The Square is named after the Constitution that King Otto was forced to grant the people after a popular and military uprising, on September 3, 1843....
, where fans and reporters gathered in the street. The line is available in stores as of October 21, 2010.
The brand caters equally to both sexes and is marketed towards a contemporary young adult market
Target market
A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy...
. It is part of Sprider Store's investment strategy amid the economic crisis to help fight against it. The logo is Rouvas' signature, part of his Sakis Rouvas franchise brand, which includes ownership to other merchandise such as a line of dolls and music recording masters.
On 26 July the official teaser for the brand was released, featuring Rouvas in a design room, approving designs and trying on the clothing. Rouvas discussed the label on the premiere of Vrady Me Ton Petro Kostopoulo on 6 October, where he joked that the reason why he decided to create it was because he had no more clothing as he is constantly ripping his at concerts. In October 2010, a television commercial for the line was released.