Welcome to “Pioneering Greeks”, the weekly column of GTP Headlines, which highlights the Greeks that stand out for their creative thinking in the business world. “Pioneering Greeks” is a collaboration between LoveGreece.com and Greek Travel Pages (GTP).
This week we introduce Mariaflora Lehec, the fashion designer of “SOMF“, a Greek-based women’s clothing brand, now in its 9th season, which aims to create garments that last a lifetime and blend in any wardrobe.
Mariaflora Lehec studied Fashion Design Womenswear at London’s Central Saint Martins and subsequently worked next to Christopher Kane as his assistant and head of studio. “It was my returning to Athens and the way my friends embraced me and made me realise I had something to say design-wise”, says Lehec.
The first SOMF clothing collection included tops and leggings featuring prints that gave the impression of tattoos on the body, and such trompe-l’œil pieces are among the label’s bestsellers ever since. While the lines of the clothes are kept simple by choice, the emphasis is on prints and illustrations depicted on them through silk-screen, digital prints or even laser cuts.
“At this point, I present two collections per year, summer and winter, but I’m also thinking of doing resort”, she says. “Not yet pre-fall though, as I believe my design identity fits summer better. The concept of SOMF clothing is combining different collections. There are patterns I use from season to season, and even possibly a continuity in colours. So, we don’t speak of seasons anymore, but of a certain design identity, which I thing is one of the strong elements of SOMF.”
Apart from design and quality, Lehec pays great attention in keeping with orders and deliveries. As for sources of inspiration, Greece comes first and anything can find a place on SOMF clothing, from the flower of a humble bush, to the church where her wedding took place. Not to mention her hometown.
“As there are labels with the feeling of London or New York, SOMF clothing echoes the spirit of modern Athens“, says Lehec. “The city’s vibes, the street style, the music, the hang-outs, whatever comes out of the concrete is deeply inspiring to me.”
Inspired by the dynamism and creativity of the Greek entrepreneurial spirit, LoveGreece was founded in 2013 as an initiative to boost and promote the country’s image abroad by profiling talented and successful Greeks. With their ethos and vision, Greece’s entrepreneurs and professionals are an important aspect of the country worth highlighting to the world. LoveGreece is powered by Gina Mamidaki, the founder of the G & A Mamidakis Foundation.
Εμπνευσμένο από τον δυναμισμό και τη δημιουργικότητα του ελληνικού επιχειρηματικού πνεύματος, το LoveGreece ιδρύθηκε το 2013 σαν μια πρωτοβουλία για την ενίσχυση και την προώθηση της εικόνας της χώρας στο εξωτερικό, παρουσιάζοντας ταλαντούχους Έλληνες με εξωστρεφή νοοτροπία. Οι Έλληνες επιχειρηματίες αποτελούν σημαντικό παράγοντα της χώρας που αξίζει να παρουσιαστεί σε όλο τον κόσμο. Το LoveGreece υποστηρίζεται από την Τζίνα Μαμιδάκη, Πρόεδρο του Ιδρύματος Γ. & Α. Μαμιδάκη.