Elvira Papaioannou used to live in London. She loved fashion but had not thought of working professionally in the industry until she got into the Athens-based family business that runs fashion labels. She began making some clothes that expressed her own styling needs and slowly she ended up creating a line entitled Milk & Honey. Few months ago her sister Emma moved back to Athens from London after having finished her studies in accounting and got into the business as a financial consultant, still her contribution at Milk and Honey has also turned out to be creative.
I was invited at the Milk & Honey showroom in Athens where Elvira and Emma explained to me their perception over fashion and their label. They believe that in order to dress up well, a woman should choose comfortable clothes of good quality that can be wore according to their mood, eager to challenge themselves with contradictions and interesting color and texture matching, without being stiff or pretentious in them. However cliche the above might sound, Elvira and Emma have succeeded in building up a brand that is consisted of garments that really do fulfill the above concept. Their clothes remind me of the 90s era of the Italian fashion that has returned as a big hit the past few years. Their store in Kifissia, Athens does really well and I am sure that Milk and Honey, a name that expresses how taste can be combined in an unexpected but at the same time interesting way, will soon become widely known.
