One day a friend of mine in Athens gave me a link with some images and asked me to help her decide which swimsuit she should buy for the summer. She was kind of indecisive. I looked at all the swimsuits carefully and I told her my opinion. I liked them all a lot but I had to choose one and this is how I got to know Madame Shou Shou.
How was the world of Madame Shou Shou born?
The Madame Shou Shou world was born in 2011 with a lot of laughter, good vibes & plenty of love to give.
Why did you decide to call your brand Madame Shou Shou? Is there any special story behind this that you would like to share with us?
When I was young, I played with my older sister and we were always causing trouble so our grandmother would call us madame shoushou. The name got stock in my head for years, so when I created my second brand of clothing it seemed like the perfect fit.
What makes the brand Madame Shou Shou successful?
The brand’s characteristic is definitely the bow symbol which for me represents something very girly, romantic, cute, and feminine, but for this Spring/Summer 2014 collection I tried giving the aesthetic of a bow without actually using so many bows. We even had a T-shirt with the motto no more bows on it. The most characteristic items are definitely our bikinis.
Did somebody help and support you at the beginning to make the Madame Shou Shou brand possible?
I always had the love for fabrics and design. But my mother who owns a store in the suburbs of Athens also played a big role for me. I love exploring new designs. It always gives me a state of bliss.
Where are your collections made and why?
All of our collections are 100% made in Greece from the inspiration to fabric to the actual creation of the clothes.
Let´s say that I just finished my studies as a fashion designer in a fashion school. What are the next steps? What would you advise me to do? Are there any traps that I should avoid?
The advice I try giving to new designers who are trying to succeed in the fashion industry is to never lose their love and what makes them unique, don’t stop after the first negative comment you hear because the world is a tough critic. The most important thing is to never stop the research. Trying to succeed is like completing the second Fashion diploma.
Where can we find your collection? Do you have an online shop?
We do have our own online store which has some items available. We also collaborate with many stores in Greece but also in Germany, Finland, Italy, Dubai, Spain, Cyprus, and many more.
If you hadn’t made the Madame Shou Shou brand, could you imagine doing anything else?
I couldn’t imagine myself to be doing something else. I feel very blessed to be able to work on my dream.
What is life like in a big city like Athens? What are the positives and negatives and what things would you like see changed?
Athens is a very beautiful city, it combines everything since its a city with a great everyday life, which is surrounded by beautiful beaches and islands.
Which is your life motto?
“One small positive thought in the morning can change your whole day”
Photos of the collection s/s14: Ioanna Roufopoulou