Style & ShowbizFashion

Athena Procopiou: Creativity is key

Athena Procopiou: Creativity is key

Athena Procopiou was always been encouraged to develop her creativity.

The London-based designer helms her eponymous label, which produce luxury scarves, kaftans, beach cover ups and swimwear.

After a childhood studying classical piano and touring all over Switzerland, she trained at the prestigious Central St. Martin's, whose alumni includes Zac Posen, Mary Katrantzou and Matthew Williamson, before founding her label.

"I was always surrounded by creativity and encouraged to develop my own," Athena smiled to

"I've always identified with the well-travelled, free-spirited boho woman who is forever chasing the sun. I absolutely love when a customer tags me on their Instagram photo wearing one of my kimonos while lounging on their super-yacht while cruising around the Mediterranean, or while dancing on a wind-swept sand dune with a pack of Gypsies in the desert!"

As her brand continues to develop, Athena says her number one business strategy is to let it grow organically. That means not forcing too many factors, and letting her designs evolve season to season.

For anyone else hoping for a career in fashion the designer advises trusting your own instincts.

"Every day has its challenge, but in the end it's a wonderful feeling to see something grow organically," she enthused.

"Even though my collections change each season I have several iconic designs which I carry over and incorporate into each collection. I use these as a 'common thread' to make my brand stand out. It's important for any new designer to create and maintain their own brand identity."

Cover Media