Eftychia Reinvents The Working Woman's Wardrobe In Their SS22 Collection

The pandemic and its effects were a popular source of inspiration across this years fashion weeks, and unsurprisingly so. Having shaken up our lives, it’s no wonder it’s done the same to the creative minds of the fashion world's brightest. Many used their collections to create responses to the pandemic whether that be an ode to pre-pandemic party days or post pandemic wishes. Eftychia was no stranger to this, with the pandemic’s influence steering the brand away from their usual look.

Entitled ‘Happiness Gone Wrong’, the 2022 collection creates a clever play on words. The eponymous brand name’s meaning is Happiness, and in a collection drawing inspiration from a worldwide pandemic the ‘gone wrong’ addition aptly describes the way the world was feeling. it’s also a fun tongue in cheek hint at the brands new vibe - a collection which subverts the brands usual style codes it can seem like ‘Eftychia’ has gone wrong. Except it goes completely right with its new direction.

Since debuting at London Fashion Week with their AW20 collection two years after launching, the London-Based brand has come to be known for its workwear. Their smart tailoring, luxury fabrics and evening wear make a collection of clothing fit to dress a generation of office working women. It’s hard to fit this image into a lockdown and post-pandemic world where working at home is increasingly becoming the norm. Far from her offices, the Eftychia girl found herself doing her work in her living room, her bedroom, her kitchen. And as the world opens up, fitting back into the rigid dress codes of the working world isn’t that appealing. Eftychia Karamolegkou perfectly fuses this contention by creating a collection of work attire but clearly more casual.

The most obvious was with their Grandpa trousers; in this collection they took on a more relaxed form, being cut into a shorter style echoing Bermuda shorts, paired with t-shirts and loose tops. Pantsuits also got a pandemic makeover, re-remerging with a baggier silhouette, frayed edges and less structured styling. Eveningwear also featured heavily taking on a edgier form through the use of dramatic eye makeup, leather and glittery fabrics.

It’s not the first time Eftychia has moved away from norms; the whole brands aesthetic centres on using tailoring details and construction traditionally associated with menswear for womenswear, whilst still maintaining femininity. It challenges the idea of gender signifiers in fashion whilst creating comfortable, timeless and refined clothing, made to journey along the Eftychia girl's lifetime.

Making a statement with their first runway show, Eftychia is one to watch. Showing challenge and adaptability, we’ll certainty be looking to them to style our new hybrid working lives.

Browse the SS22 collection here.