/ 09 December 2025

Meet The Designer: Gabriella Demetriades

Gabriella Demetriades is quickly earning her place among fashion’s most exciting talents. Her label, Deme, has become synonymous with modern eveningwear – pieces defined by soft draping, sculptural lines and a subtle sensuality that cool girls love. As Deme’s profile continues to grow, we asked Gabriella to tell us more about the brand’s aesthetic and how she’s turned it into a commercial success…

Emma Bigger

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I grew up surrounded by creative women. My mother ran a small knitwear label, and some of my earliest memories are of watching garments come to life beside her. She made many of my clothes growing up, so creativity never felt foreign. As I got older, I realised there was a gap in the market for occasion wear that felt luxurious yet accessible. I wanted to design pieces women didn’t just admire, but desired... that’s what sparked the idea for Deme.

At its core, Deme is standout, sensual and ethereal – but always wearable. I’ve always wanted to create clothing that makes an entrance without overwhelming the woman wearing it. Clean lines, fluid silhouettes and strong colours form the backbone of the brand. It’s fashion with confidence, but also with balance and ease.

To me, modern femininity is rooted in confidence and kindness. It’s the ability to embrace being soft and strong at the same time – never apologising for either. Women contain multitudes and I want my work to reflect that spectrum honestly and powerfully.

Clean lines and bold colours feel timeless because they’re driven by emotion, not trends. A minimal silhouette in a striking colour can elevate a woman instantly, and that’s the energy I love to create. It’s minimalism with a pulse, and it continues to feel relevant season after season.

A minimal silhouette in a STRIKING COLOUR can elevate a woman instantly, and that’s the energy I LOVE TO CREATE.

Made-to-order was essential in Deme’s early years because it allowed me to grow. It meant scaling without external funding, producing responsibly and responding directly to what customers loved most. Unsold inventory can crush a brand but we’ve never faced that. Producing only what’s needed allows us to manage cash flow responsibly and build a more thoughtful business. It’s been a major factor in growing into a multi-million-dollar company. Even now, while we keep stock for bestsellers, most pieces are still made to order. It keeps us lean, sustainable and connected.

I grew up surrounded by art, nature and an incredibly supportive family. This shaped my confidence in a big way and gave me the courage to start something meaningful. That emotional foundation, along with the visual influences of my upbringing, continues to inform Deme’s identity to this day.

My design process always starts organically, usually with draping. I love seeing how a fabric falls, twists and behaves on the body. From there, I build out colour palettes, textures and ideas until a narrative emerges – and once I find that story, the collection starts to take shape. Draping is a core part of our visual language: fluidity, movement, sculptural lines. But ultimately, I design for the feeling.

Monica Bellucci is always in my mind when I sketch. She embodies the kind of unapologetic, sensual femininity that inspires me – confident, timeless and effortlessly glamorous. To me, she is the Deme woman.

Women recognise themselves in my designs. A little skin where it feels right, silhouettes that evolve with a woman’s changing body, drapes that flatter without fuss. Having been pregnant twice, I understand how transformative a well-cut garment can be – and I design with that empathy in mind.

Sensuality, for me, mirrors real women – fluid, changeable and honest. Some days we want to cover up; on others we want to reveal more. Sexy doesn’t have to be loud; it can be subtle and refined. That balance comes naturally because it mirrors how women actually feel.

Craftsmanship is the quiet engine behind everything we do. Even when pieces look effortless, the construction behind them is exceptionally considered – from internal seams to the precision of the draping. With clean lines, there’s nowhere to hide. That meticulous approach is what makes the clothes feel as good as they look.

People often assume virality HAPPENS OVERNIGHT but this brand has been built slowly, lovingly, over MORE THAN A DECADE.

Having women in the public eye wear Deme has been very meaningful, but it’s not the whole story. People often assume virality happens overnight but this brand has been built slowly, lovingly, over more than a decade. Celebrity visibility amplifies, but real growth comes from consistent product and loyal customers. When a woman slips into one of my designs, I want her to feel happy, free, sensual and completely herself. Elevated, yes – but still authentic. If a piece can shift her energy in a positive way, I feel I’ve done my job.

There have been so many surreal moments on this journey. Being stocked at my favourite store, seeing global celebrities wear the brand, building an international team, hitting financial milestones – each moment marks how far we’ve come, and how much love has gone into this.

I evolve creatively by staying close to the Deme woman – she guides everything we do. Her world keeps expanding into new categories but the lens stays the same: sensual, standout, effortless. Growth, for me, is about refining her story rather than reinventing it. Architecture and nature are endless sources of inspiration for me. The lines, structures and colours always spark new ideas. But more than places, I’m inspired by people – how they move, dress and express themselves.

I’m especially excited about expanding into bags, shoes and jewellery next. These are categories I’ve dreamt about for years and each one will carry the Deme sensibility naturally. And ahead of us is a major London launch – our biggest moment yet. It’s something we’ve worked toward for a long time and it marks an exciting new chapter for Deme.

Visit DEMEBYGABRIELLA.COM & follow @GABRIELLADEMETRIADES