Raffia, Color, And The New Bag Rules with: Ilia-Sybil Sdralli | Emily Blumenthal & Ilia-Sybil Sdralli

Handbag Designer 101: The Stories Behind Handbag Designers, Brands, and Industry Icons

What happens when fashion stops following one trend cycle and splinters into thousands of micro-movements? We sit down with fashion editor Ilia Sib Zvalli to unpack why the old model of seasonal “must-haves” is breaking down—and what that means for designers, shoppers, and brands trying to stay relevant. Ilia explains how social media fractured trend forecasting, why niche aesthetics now shape consumer behavior faster than traditional fashion calendars, and how today’s smartest brands win by understanding context, not just virality. From Substack’s rise as a freer editorial platform to the psychology behind oxblood tones, statement silhouettes, and region-specific style, this conversation offers a sharper lens on what actually drives fashion now.

Key Takeaways:
 • Trends didn’t disappear — They fragmented into microcultures with faster, localized influence.
 • Context drives style — Climate, culture, and lifestyle shape what truly sells.
 • Independent voices matter — Sharper analysis often comes from platforms outside ad-driven media.

🎧 Listen now for a smarter conversation on trend forecasting, fashion media, and what really shapes style today.

Our Guest:
Ilia-Sybil Sdralli is a fashion editor and industry commentator known for his sharp perspective on luxury, consumer behavior, and evolving trend culture. With experience navigating both traditional fashion media and independent editorial spaces, Ilia brings a nuanced understanding of how trends, storytelling, and commerce intersect in today’s fragmented style landscape.

Host Emily Blumenthal is a handbag industry expert, author of Handbag Designer 101, and founder of The Handbag Awards. Known as the “Handbag Fairy Godmother,” Emily also teaches entrepreneurship at the Fashion Institute of Technology. She is dedicated to celebrating creativity, craftsmanship, and the art of building iconic handbag brands.

Find Handbag Designer 101 Merch, HBD101 Masterclass, one-on-one sessions, and opportunities to book Emily Blumenthal as a speaker at emilyblumenthal.com


Support the show

Youtube: / Handbagdesigner101-ihda  | Instagram:/ Handbagdesigner  

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2026-05-05 25 min Transcript 14 chapters

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WEBVTT

00:00:00.400 --> 00:00:08.240
<v SPEAKER_01>So we never actually had a season without a raffia presence around.

00:00:08.480 --> 00:00:12.800
<v SPEAKER_01>Just because it's it's warm climate, it I'm gonna buy one also.

00:00:12.960 --> 00:00:17.039
<v SPEAKER_01>I buy one every three year, every beginning of summer.

00:00:17.359 --> 00:00:30.879
<v SPEAKER_01>And if someone's doing great work on, say, raffia barns here, it's easier for me, and I would feel more emotionally attached to the narrative of because they're green.

00:00:31.920 --> 00:00:32.560
<v SPEAKER_01>Yeah, exactly.

00:00:32.880 --> 00:00:36.159
<v SPEAKER_01>Also because it means something for me.

00:00:36.240 --> 00:00:39.520
<v SPEAKER_01>It creates it creates culture for me.

00:00:39.840 --> 00:00:40.479
<v SPEAKER_01>I see.

00:00:41.280 --> 00:00:45.439
<v SPEAKER_01>Than say going to Paris while there.

00:00:46.560 --> 00:00:55.520
<v SPEAKER_00>Hi, and welcome to Handbag Designer 101, the podcast with your host, Emily Blumenthal, handbag industry expert, and the handbag Perry Godmother.

00:00:55.679 --> 00:01:05.280
<v SPEAKER_00>Each week we uncover the stories behind the handbags we love, from the iconic brands and top designers, the creativity, craftsmanship, and culture that define the handbag world.

00:01:05.519 --> 00:01:11.760
<v SPEAKER_00>Whether you're a designer, collector, or simply passionate about handbags, this is your front row seat to it all.

00:01:18.560 --> 00:01:21.280
<v SPEAKER_00>Welcome, Ilia Sib Zvalli.

00:01:21.519 --> 00:01:26.719
<v SPEAKER_00>I think I hope I pronounced your Greek name correctly to Handbag Designer 101, the podcast.

00:01:26.959 --> 00:01:35.280
<v SPEAKER_00>Ilya, you are the fashion editor of the style title on Substack, where we connected.

00:01:35.519 --> 00:01:37.359
<v SPEAKER_00>You are very Greek, correct?

00:01:37.599 --> 00:01:38.640
<v SPEAKER_00>Welcome.

00:01:40.560 --> 00:01:42.159
<v SPEAKER_00>So Greek a curve.

00:01:45.040 --> 00:01:46.239
<v SPEAKER_00>That's so cute.

00:01:46.400 --> 00:01:50.879
<v SPEAKER_00>I have Greek friends, and it's one of the things that they, you know, and by the way, I'm Greek.

00:01:51.040 --> 00:01:51.760
<v SPEAKER_00>Did you not know that?

00:01:51.840 --> 00:01:53.280
<v SPEAKER_00>And I said, yes, I know that.

00:01:53.519 --> 00:01:58.959
<v SPEAKER_00>So I just want to leave in with you being Greek and also very much in fashion, right?

00:02:00.799 --> 00:02:12.960
<v SPEAKER_01>Yeah, I mean, even though those two things don't actually seem to connect because uh not many people know fashion coming from Reed, but it it can happen.

00:02:13.199 --> 00:02:13.520
<v SPEAKER_00>Yeah.

00:02:14.159 --> 00:02:14.319
<v SPEAKER_00>Yeah.

00:02:14.800 --> 00:02:38.639
<v SPEAKER_00>No, I I I love that you are from Greece and your perspective is very much different than someone who would be, let's just say, from the United States, because I think even with the internet, even with having access to TikTok and Instagram and every other platform, we still see things through our own personal lens.

00:02:38.719 --> 00:02:46.719
<v SPEAKER_00>And it's with everybody else's perspective where we have the opportunity to grow and learn things that we didn't see or know.

00:02:46.879 --> 00:02:53.120
<v SPEAKER_00>And that really is a wonderful opportunity for everyone in fashion to know, like, okay, it's just not at all about you.

00:02:53.439 --> 00:02:57.439
<v SPEAKER_00>And we're able to pull from other people and obviously learn.

00:02:57.759 --> 00:03:00.000
<v SPEAKER_00>So please enlighten us.

00:03:00.159 --> 00:03:04.159
<v SPEAKER_00>What is your background and how you got started in becoming a fashion editor?

00:03:04.240 --> 00:03:07.759
<v SPEAKER_00>Because then I absolutely want to dive right into trends.

00:03:08.960 --> 00:03:21.439
<v SPEAKER_01>My first degree was in costume and theater, and I'm doing a PhD in fashion right now, writing about black in dress from a semi-semiotic perspective.

00:03:21.680 --> 00:03:30.879
<v SPEAKER_01>The fashion editor thing happened when I ended at Vogue and realized that I liked it, not Vogue, fashion.

00:03:31.039 --> 00:03:37.439
<v SPEAKER_01>And then I decided to be a little bit more alternatively fashion editor.

00:03:37.680 --> 00:03:41.520
<v SPEAKER_01>So say the things that usually not being said.

00:03:41.919 --> 00:03:45.039
<v SPEAKER_01>Yeah, I mean that pretty much sums it up.

00:03:47.599 --> 00:03:49.280
<v SPEAKER_01>And I have the spice title.

00:03:50.400 --> 00:03:51.680
<v SPEAKER_01>And you have the why?

00:03:52.560 --> 00:04:03.840
<v SPEAKER_01>I have the substack, uh the title, where I'm freely to write things my own way, which doesn't often happen on assignments from other videos.

00:04:05.120 --> 00:04:12.479
<v SPEAKER_00>So just to talk a little bit about that, so you're still freelancing for, of course, for other outlets, correct?

00:04:12.960 --> 00:04:13.280
<v SPEAKER_00>Yeah.

00:04:15.039 --> 00:04:25.680
<v SPEAKER_00>So can you talk a little bit about what you're being asked to write about for the outlets and then talk about the difference of that versus what you cover on your Substack?

00:04:25.839 --> 00:04:35.199
<v SPEAKER_00>Because I think a lot of editors have moved to Substack purely for that reason, because there's what's paying them versus what they really want to talk about.

00:04:35.759 --> 00:04:47.600
<v SPEAKER_01>Especially, let's take um accessories and let's say we're doing a piece on uh trending fashion bags, which is the theme of the podcast.

00:04:48.160 --> 00:05:04.160
<v SPEAKER_01>And I'm not in the media outlet that's a typical main media outlet, fashion outlet, I'm not allowed to express my dislike, say, in the craftsmanship of uh of a bug that's paying their ad.

00:05:04.560 --> 00:05:08.800
<v SPEAKER_01>So we have to keep track of whose ads we are we're having.

00:05:09.040 --> 00:05:22.639
<v SPEAKER_01>And then I'm not gonna say praise the bag of the season, but of their bug of the season, but let's say not writing if something isn't how it seems to be.

00:05:22.879 --> 00:05:36.480
<v SPEAKER_01>If I have an objection on the craft machine or on the presentation of a luxury bag, it's very difficult to say and inform the the reader.

00:05:36.639 --> 00:05:37.920
<v SPEAKER_01>That's the point of it.

00:05:38.639 --> 00:05:40.639
<v SPEAKER_00>Yeah, I totally agree.

00:05:40.879 --> 00:05:44.000
<v SPEAKER_00>So let's just dive right into trends.

00:05:44.319 --> 00:05:45.600
<v SPEAKER_00>Where you sit.

00:05:45.839 --> 00:05:53.519
<v SPEAKER_00>Talk a little bit about what you think is happening in the market and how you think that's affecting how we shop.

00:05:53.839 --> 00:05:54.160
<v SPEAKER_01>Okay.

00:05:54.639 --> 00:05:58.720
<v SPEAKER_01>Are we talking have balance or trends in general, fashion trends?

00:05:58.959 --> 00:06:06.399
<v SPEAKER_00>Let's talk trends in general, just for the sake, because then there's that trickle-down effect that happens in that goes into handbags.

00:06:06.720 --> 00:06:17.759
<v SPEAKER_01>I recently had an interview with Anuling Gala whose uh strategy, and we and I titled it Trends Isn't What's Trending.

00:06:18.000 --> 00:06:33.519
<v SPEAKER_01>Because I was trying to like narrow down the fact that we all come to the conclusion working in the industry that when we say trends isn't exactly what's happening in the broad Z case of fashion.

00:06:33.759 --> 00:06:46.399
<v SPEAKER_01>Um I mean, I mean, there are micro trends and micro trends of micro trends that you can really people using social media can easily get lost in this rabbit hole of things.

00:06:46.639 --> 00:06:53.199
<v SPEAKER_01>And you can't actually, you know, like map down this is gonna happen, or this is a major trend.

00:06:53.360 --> 00:07:01.519
<v SPEAKER_01>You can see colors, you can see shapes, but it's much more difficult to put to pin it down than it used to be.

00:07:01.920 --> 00:07:19.839
<v SPEAKER_00>Yeah, no, it's funny because I was just at a press preview, and to see like one particular designer was bringing oxblood back, the color, and saying that it was a color they hadn't used in a long time, but they felt like it was gonna come back into style.

00:07:20.000 --> 00:07:24.000
<v SPEAKER_00>Uh, anybody who's listened to the podcast knows I hate oxblood.

00:07:24.160 --> 00:07:26.480
<v SPEAKER_00>It's the one color I hate the most.

00:07:27.680 --> 00:07:32.800
<v SPEAKER_00>I hate that color, but I know it sells in any designer who has a collection.

00:07:32.959 --> 00:07:42.560
<v SPEAKER_00>I'm always like, make sure you have an oxblood because that's for people who feel like they're living on the edge of okay, I don't want a black bag, I don't want a brown bag.

00:07:42.720 --> 00:07:46.560
<v SPEAKER_00>I'm not comfortable enough buying a color of red or something.

00:07:46.639 --> 00:07:52.480
<v SPEAKER_00>So let me get oxblood, which is this sad maroon burgundy.

00:07:53.120 --> 00:07:55.360
<v SPEAKER_00>It's just the saddest color ever.

00:07:55.600 --> 00:07:57.360
<v SPEAKER_00>I hate it, but it sells.

00:07:57.519 --> 00:08:05.839
<v SPEAKER_00>I'm so confused why people buy it, but it's just my I would, I'm like, go buy a yellow bag, but you know, yellow doesn't really sell.

00:08:06.000 --> 00:08:11.360
<v SPEAKER_00>But you know, again, it's part of the quote unquote safe assortment that designers need to do.

00:08:11.519 --> 00:08:14.959
<v SPEAKER_00>What are your thoughts in terms of how color is working right now?

00:08:15.600 --> 00:08:21.040
<v SPEAKER_01>I know that it's gonna make you happy because I don't I don't like this kind of colors as well.

00:08:21.519 --> 00:08:28.959
<v SPEAKER_01>Those black, but not exactly black, something walking in the in the place of black foreverday wear.

00:08:29.519 --> 00:08:33.840
<v SPEAKER_01>We see colors, we see color coming back, like little pops of color.

00:08:34.240 --> 00:08:43.600
<v SPEAKER_01>And we saw that in the previous season, we had a lot of designer debuts, so we were kind of paying more attention.

00:08:44.559 --> 00:08:50.960
<v SPEAKER_01>And there were many colors like bright orange, like what else?

00:08:51.120 --> 00:09:05.200
<v SPEAKER_01>We saw this very, very mauve, intense mauve, and another color which was something like and very eccentrically like, but consistency.

00:09:05.679 --> 00:09:12.000
<v SPEAKER_01>And I think it's interesting to see them, but in smaller bags, I prefer it in smaller bags.

00:09:12.320 --> 00:09:33.600
<v SPEAKER_00>Yeah, I think most people feel more comfortable when they're doing pops of color to do it in a smaller bag because the smaller bags lend themselves not to the everyday, they lend themselves to social times and going out, which is where people are typically more comfortable taking those kinds of risks.

00:09:33.759 --> 00:09:35.840
<v SPEAKER_00>The everyday big bag are not.

00:09:36.080 --> 00:09:45.200
<v SPEAKER_00>Are there any designers that you think are having an impact in terms of overall style and design that most people would be like, oh, I didn't think about that?

00:09:45.600 --> 00:09:53.919
<v SPEAKER_01>We're talking about if we're talking bugs, I would say Valentino did some really interesting and bellished bags.

00:09:54.240 --> 00:09:56.720
<v SPEAKER_01>I would love to have one actually.

00:09:57.840 --> 00:10:12.399
<v SPEAKER_01>And I like what Chanel did in their resort collection, who was presented some days before, Spotsad, uh using raffia, infringing.

00:10:12.720 --> 00:10:18.080
<v SPEAKER_00>Yes, yeah, yes, Rafia has made a comeback, it's funny, yeah.

00:10:18.240 --> 00:10:28.720
<v SPEAKER_00>And as far as people like to talk about it's quote unquote sustainable, so it helps tell the story of oh yeah, it's earthy, we're we're back, and all of that.

00:10:28.879 --> 00:10:32.639
<v SPEAKER_00>So I think that's uh an interesting way of considering it.

00:10:32.960 --> 00:10:36.799
<v SPEAKER_00>In terms of shapes, from what you've seen.

00:10:37.039 --> 00:10:42.399
<v SPEAKER_00>Do you think structured, not structured, where do you see it going, in your opinion?

00:10:42.720 --> 00:10:46.639
<v SPEAKER_01>I saw a lot of big bugs for the day.

00:10:46.960 --> 00:10:54.799
<v SPEAKER_01>And if it's a big bug, it usually tends to be slouchy and rather not sturdy.

00:10:55.279 --> 00:10:58.000
<v SPEAKER_01>It tends to be slouchy, not sturdy.

00:10:58.320 --> 00:11:12.480
<v SPEAKER_01>So in that sense, I think this the shapes are becoming more statement because if you have like five seconds time on social, I don't know, right, you have to have a statement shape.

00:11:12.799 --> 00:11:17.279
<v SPEAKER_01>And yes, or if you don't have a statement color, you have to have that.

00:11:17.840 --> 00:11:24.720
<v SPEAKER_01>So when we're talking about bags that smaller bags, they have statement shapes.

00:11:25.039 --> 00:11:25.279
<v SPEAKER_00>Yeah.

00:11:25.840 --> 00:11:27.919
<v SPEAKER_00>Why do you think Slouti is still in?

00:11:28.399 --> 00:11:30.320
<v SPEAKER_00>What do you think the reason for it is?

00:11:30.799 --> 00:11:46.960
<v SPEAKER_01>It used to be when I was young, we since around the 2000s, in a sense, and it kind of ties up with this revival, but at the same time, it has an urban aesthetic just because it's functional.

00:11:47.279 --> 00:11:58.000
<v SPEAKER_01>I mean, a slouch bag can hold everything, and it doesn't easily look disheveled, just because it is by just because it is by itself.

00:11:58.399 --> 00:12:06.799
<v SPEAKER_01>On the other hand, uh, it's very difficult for me to see a slouch bag on a very formal meeting in the morning.

00:12:07.039 --> 00:12:13.440
<v SPEAKER_01>So I'm not sure how functional they can be to women working corporate.

00:12:13.840 --> 00:12:20.159
<v SPEAKER_01>But for all the overall urban environments, I see them here in Greece as well.

00:12:20.320 --> 00:12:23.120
<v SPEAKER_01>They they totally work.

00:12:24.639 --> 00:12:29.759
<v SPEAKER_00>If you ever wanted to start a handbag brand and didn't know where to start, this is for you.

00:12:30.000 --> 00:12:35.440
<v SPEAKER_00>If you had dreams of becoming a handbag designer but aren't trained in design, this is for you.

00:12:35.679 --> 00:12:40.000
<v SPEAKER_00>If you have a handbag brand and need strategy and direction, this is for you.

00:12:40.240 --> 00:12:48.720
<v SPEAKER_00>I'm Emily Blumenthal, handbag designer expert and handbag fairy godmother, and this is the handbag designer 101 masterclass.

00:12:48.960 --> 00:13:05.200
<v SPEAKER_00>Over the next 10 classes, I will break down everything you need to know to make, manufacture, and market a handbag brand, broken down to ensure that you will not only skip steps in the handbag building process, but also to save money to avoid the learning curve of costly mistakes.

00:13:05.440 --> 00:13:16.240
<v SPEAKER_00>For the past 20 years, I've been teaching at the top fashion universities in New York City, wrote the handbag designer Bible, founded the handbag awards, and created the only handbag designer podcast.

00:13:16.399 --> 00:13:22.879
<v SPEAKER_00>I'm going to show you like I have countless brands to create in this in-depth course from sketch to sample to sale.

00:13:23.039 --> 00:13:33.200
<v SPEAKER_00>Whether you're just starting out and don't even know where to start or begin, or if you've had a brand and need some strategic direction, the handbag designer 101 Masterclass is just for you.

00:13:33.440 --> 00:13:36.879
<v SPEAKER_00>So let's get started, and you'll be the creator of the next It Bag.

00:13:37.039 --> 00:13:41.519
<v SPEAKER_00>Join me, Emily Blumenthal, in the Handbag Designer 101 Masterclass.

00:13:41.759 --> 00:13:53.519
<v SPEAKER_00>So be sure to sign up at Emily Blumenthal.com slash masterclass and type in the code IMCAST to get 10% off your masterclass today.

00:13:57.919 --> 00:14:01.039
<v SPEAKER_00>You've touched on something now, you know, in Greece.

00:14:01.279 --> 00:14:13.440
<v SPEAKER_00>Being in a warmer climate and also not being in Paris, not being in London, not being in a city that people consider a primary fashion city.

00:14:14.080 --> 00:14:20.240
<v SPEAKER_00>We have a lot of designers, and I deal with a lot of people who are not in major cities.

00:14:20.559 --> 00:14:27.360
<v SPEAKER_00>And it's like it's not so much they they had guilt, but they have FOMO.

00:14:27.679 --> 00:14:31.519
<v SPEAKER_00>They really feel like they need to be in the major cities.

00:14:31.679 --> 00:14:40.559
<v SPEAKER_00>If they make it to a major city, whether it's selling, whether it's a runway show, all that nonsense that they need that for validation, they need it for sales.

00:14:40.799 --> 00:14:53.519
<v SPEAKER_00>And the biggest takeaway that I always say is that you're better off being the hometown hero where you are and making more money and having an impact on a local level.

00:14:53.600 --> 00:14:57.759
<v SPEAKER_00>I don't mean so much as like in terms of giving back, right?

00:14:57.840 --> 00:15:06.799
<v SPEAKER_00>This isn't philanthropy, but it's you don't need to be in London or Paris to truly have an impact on local style and culture.

00:15:06.960 --> 00:15:07.279
<v SPEAKER_00>No?

00:15:07.440 --> 00:15:08.559
<v SPEAKER_00>Don't you agree?

00:15:08.960 --> 00:15:09.600
<v SPEAKER_01>I agree.

00:15:09.759 --> 00:15:13.200
<v SPEAKER_01>I often say that you have to be where your audience is.

00:15:13.600 --> 00:15:20.480
<v SPEAKER_01>And when you're in Greece and you have materials available, for example, we talked raffia, okay?

00:15:20.639 --> 00:15:25.919
<v SPEAKER_01>In Greece we have warm climate most of the year-round.

00:15:26.639 --> 00:15:34.399
<v SPEAKER_01>So we never actually had a season without a raffia presence around.

00:15:34.720 --> 00:15:38.960
<v SPEAKER_01>Just because it's it's warm climate, it I'm gonna buy one also.

00:15:39.120 --> 00:15:43.200
<v SPEAKER_01>I buy one every three year, every beginning of summer.

00:15:43.519 --> 00:15:57.679
<v SPEAKER_01>And if someone's doing great work on, say, raffia banks here, it's easier for me, and I wouldn't feel more emotionally attached to the narrative of the bank.

00:15:58.159 --> 00:15:58.799
<v SPEAKER_01>Yeah, exactly.

00:16:00.159 --> 00:16:02.399
<v SPEAKER_01>Yeah, because it means something for me.

00:16:02.480 --> 00:16:05.600
<v SPEAKER_01>It creates it creates culture for me.

00:16:06.080 --> 00:16:06.720
<v SPEAKER_01>I see.

00:16:07.519 --> 00:16:11.759
<v SPEAKER_01>Than say going to Paris to buy one there.

00:16:12.639 --> 00:16:13.200
<v SPEAKER_01>Right.

00:16:13.919 --> 00:16:16.559
<v SPEAKER_01>It's it's I'll do it every day.

00:16:17.200 --> 00:16:22.480
<v SPEAKER_00>Yeah, no, and I think you also said something really interesting that a lot of people also forget.

00:16:22.720 --> 00:16:36.639
<v SPEAKER_00>And I talk about this in my class, you know, the store urban outfitters, like just in New York City, the assortment that's available on the Upper East Side is not the same as it is in the East Village.

00:16:36.960 --> 00:16:44.960
<v SPEAKER_00>So when you're designing for people, you have to not even so much design for your customer, but also design for their climate.

00:16:45.200 --> 00:16:51.679
<v SPEAKER_00>And the warmer the climate, the warmer the material, the warmer, the warmer the color, not the material, but the warmer the color.

00:16:51.919 --> 00:16:55.600
<v SPEAKER_00>The colder it is, the darker more people are like more likely to wear.

00:16:55.759 --> 00:16:59.600
<v SPEAKER_00>Like my sister-in-law is visiting and she's from a warm country.

00:16:59.679 --> 00:17:09.920
<v SPEAKER_00>And I looked at her her suitcase, and everything is beige and neutral, and you know, and I took out my stuff from the laundry and it's all a big pile of black.

00:17:10.720 --> 00:17:17.839
<v SPEAKER_00>And she looked and she's like, Why are you so this is so depressing, you know, culturally like why would you wear black every day?

00:17:17.920 --> 00:17:19.440
<v SPEAKER_00>And I said, It's just normal.

00:17:19.519 --> 00:17:22.240
<v SPEAKER_00>And I said, Well, why what are you doing wearing beige every day?

00:17:22.400 --> 00:17:23.519
<v SPEAKER_00>She said, Because it's warm.

00:17:23.599 --> 00:17:25.440
<v SPEAKER_00>I'm not gonna walk around in black every day.

00:17:25.519 --> 00:17:26.400
<v SPEAKER_00>That's crazy.

00:17:26.720 --> 00:17:30.480
<v SPEAKER_00>So I think that's it's so funny, right?

00:17:30.640 --> 00:17:41.519
<v SPEAKER_00>And even taking into consideration the color, but how product will hang and how heavy it'll hang on you, and in a warm climate.

00:17:41.680 --> 00:17:48.559
<v SPEAKER_00>And so many people don't even take that into consideration when designing, and I think it's such a missed opportunity, yeah.

00:17:48.799 --> 00:17:56.319
<v SPEAKER_01>And I I think like there's a meme online that says it's very difficult to be a gof in the summer.

00:17:56.640 --> 00:17:58.319
<v SPEAKER_01>To be a goat in the summer?

00:17:58.640 --> 00:18:07.920
<v SPEAKER_01>A gof because isn't easy, like it it it isn't easy to use in Greece.

00:18:10.000 --> 00:18:12.079
<v SPEAKER_00>You cannot be got in the summer.

00:18:12.880 --> 00:18:27.599
<v SPEAKER_01>Yeah, I wear mostly black and have colorful accessories, but here at the main case, uh yeah, people do dress for the as you described for the for the warmer climate.

00:18:27.839 --> 00:18:36.960
<v SPEAKER_01>And this has um shaped some of the micro trends that happen here and another warm climate.

00:18:37.200 --> 00:18:52.480
<v SPEAKER_01>Because I guess, for example, sandals are the big thing in say New York all seasons, but here we start from and we are here like April, and we are some people are spotting sandals already.

00:18:52.720 --> 00:19:02.880
<v SPEAKER_01>So this is a market which is huge for the country like Greece, and it has um also a deep emotional connection with the history.

00:19:03.200 --> 00:19:11.920
<v SPEAKER_01>Same with um this type of bike that you can find when you go to tourist shops, if you see them, right?

00:19:12.799 --> 00:19:15.920
<v SPEAKER_01>Those are really popular here.

00:19:16.799 --> 00:19:17.519
<v SPEAKER_01>The leather one.

00:19:19.119 --> 00:19:37.200
<v SPEAKER_00>It's one of those things, and it's funny because someone like from here can go on vacation, go to Greece, see the bags that are in the tourist shops there, and think, oh my god, wow, if only I brought that style home, and then they bring it home, and everyone's like, Oh, it's an authentic.

00:19:37.359 --> 00:19:44.720
<v SPEAKER_00>I was inspired by my summer in Greece, and then someone Greek would be like, Come on, man, this is this is a tourist stack.

00:19:44.799 --> 00:19:46.880
<v SPEAKER_00>Like, we're not getting excited over that.

00:19:47.119 --> 00:20:00.160
<v SPEAKER_00>So I think there's something to be said about like pulling a micro trend or a you know, a staple from one culture to another, especially being in Greece and writing about trends.

00:20:00.400 --> 00:20:03.200
<v SPEAKER_00>Do you think that affects your perspective?

00:20:03.359 --> 00:20:16.559
<v SPEAKER_00>Not in a negative way, but seeing things like across all cultures and then seeing it from how where someone where you are would see it, because that content is received in a different way.

00:20:16.799 --> 00:20:32.240
<v SPEAKER_00>I mean, a hundred million years ago, I worked for CNN International, and I was there at the time when they had just come up with this brilliant idea to localize it, and every country had its own language.

00:20:32.559 --> 00:20:36.240
<v SPEAKER_00>And everyone was saying how wildly interesting that was.

00:20:36.400 --> 00:20:45.680
<v SPEAKER_00>And it's like, well, Europe is not the US, every state in the US speaks English, amongst other languages, every country in Europe does not.

00:20:46.240 --> 00:20:52.319
<v SPEAKER_00>So you have to look at things from a localized level because things sell better when it's localized.

00:20:52.640 --> 00:20:54.480
<v SPEAKER_01>I think so, yes.

00:20:54.640 --> 00:21:04.480
<v SPEAKER_01>When they used to live in London, I had the illusion I'm grasping everything just because I'm living in London, which is not the case.

00:21:04.720 --> 00:21:10.880
<v SPEAKER_01>And even traveling to Paris gives you the impression that, oh, everything that's happening is here.

00:21:11.359 --> 00:21:17.759
<v SPEAKER_01>And if you ask my friend who's right now in New York, she's gonna tell you that everything is happening in New York.

00:21:18.480 --> 00:21:30.000
<v SPEAKER_01>But when I moved to Greece, and I thought I would be a disaster, and they did, and it helped me a lot to stay in touch with things, and of course, traveling.

00:21:30.160 --> 00:21:47.680
<v SPEAKER_01>But the overall idea I got is that now that the actual sense of friends and in the sense of six months or one year type of thing is that used to be pre TikTok era, isn't happening anyway.

00:21:48.319 --> 00:21:53.839
<v SPEAKER_01>So I'm not obliged to be acknowledging it either.

00:21:54.079 --> 00:21:59.680
<v SPEAKER_01>I'd rather speak about trends from a cultural perspective, and that culture.

00:22:00.400 --> 00:22:03.680
<v SPEAKER_01>Perspective, unavoidable is my own.

00:22:03.920 --> 00:22:04.240
<v SPEAKER_01>Yeah.

00:22:04.400 --> 00:22:05.200
<v SPEAKER_01>And nobody else.

00:22:06.319 --> 00:22:09.039
<v SPEAKER_00>Do you take that into consideration when you're writing?

00:22:09.200 --> 00:22:17.039
<v SPEAKER_00>Because I know based on the assignments you're given, obviously you have to look at the news source and who's going to be reading it.

00:22:17.200 --> 00:22:23.839
<v SPEAKER_00>Like anything, like any designer, you know, I got to design, as you said, so thoughtfully, you got to design for your audience.

00:22:23.920 --> 00:22:26.160
<v SPEAKER_00>You have to write for your audience, too.

00:22:27.359 --> 00:22:28.799
<v SPEAKER_01>Depends on the assignment.

00:22:28.880 --> 00:22:36.640
<v SPEAKER_01>If it's for a media outlet, I do get in perspective, and the editors usually don't let you to forget it.

00:22:36.799 --> 00:22:54.000
<v SPEAKER_01>Um the readers, uh, let's say, baseline, the baseline of what the readers are actually expecting from, which is fair, because it's their own shop, as I say.

00:22:54.480 --> 00:23:00.960
<v SPEAKER_01>But uh on my subside, I write for the people that I would like to read Master.

00:23:01.920 --> 00:23:05.680
<v SPEAKER_01>And I'm thankful if they like to read it also.

00:23:06.079 --> 00:23:14.480
<v SPEAKER_01>For my clan, if I can say my my tribe, I think it's it's been overused that word, but it means something.

00:23:15.039 --> 00:23:18.799
<v SPEAKER_00>Yeah, you know the other word that's been overused, curated.

00:23:19.039 --> 00:23:20.000
<v SPEAKER_00>I hate that word.

00:23:20.079 --> 00:23:24.960
<v SPEAKER_00>I always have to apologize when I say it or throw in a disclaimer because it's overdone.

00:23:25.119 --> 00:23:27.039
<v SPEAKER_00>It's a curated collection.

00:23:27.200 --> 00:23:29.039
<v SPEAKER_00>Well, every collection is curated.

00:23:29.119 --> 00:23:33.920
<v SPEAKER_00>I would hope it would be that you were thoughtful in terms of picking out what would what you're gonna present.

00:23:34.160 --> 00:23:38.960
<v SPEAKER_00>I'm just gonna throw all the stuff out, all the crap out for everyone to think about.

00:23:39.119 --> 00:23:39.920
<v SPEAKER_00>So you know what?

00:23:40.000 --> 00:23:41.599
<v SPEAKER_00>No, it's curated, of course.

00:23:41.759 --> 00:23:44.319
<v SPEAKER_00>Like, you know, it should be understood.

00:23:44.640 --> 00:23:47.920
<v SPEAKER_00>Ilia, this has been so enlightening.

00:23:48.240 --> 00:23:52.640
<v SPEAKER_00>I want to invite everybody to follow you on Substack.

00:23:52.880 --> 00:23:54.079
<v SPEAKER_00>How can we find you?

00:23:54.240 --> 00:23:55.920
<v SPEAKER_00>Follow you moving forward.

00:23:56.240 --> 00:24:04.480
<v SPEAKER_01>I have an Instagram which is Ilia Ilia CB, my my first two names.

00:24:04.960 --> 00:24:09.680
<v SPEAKER_01>And I'm desperately trying to avoid TikTok, but I'm guilty.

00:24:10.400 --> 00:24:10.720
<v SPEAKER_01>Me too.

00:24:11.440 --> 00:24:21.440
<v SPEAKER_01>I have an account just for peeping into and seeing what's happening, like you know, like the old man from the window kind of thing.

00:24:21.680 --> 00:24:22.559
<v SPEAKER_01>Oh my god.

00:24:23.119 --> 00:24:29.839
<v SPEAKER_01>Yeah, yeah, and Curio on my subset right now, which is the styletle.com.

00:24:30.000 --> 00:24:31.119
<v SPEAKER_01>They're the book.

00:24:32.240 --> 00:24:39.519
<v SPEAKER_00>So and that's okay, and that's Ilya I L I A S Y B I L.

00:24:40.240 --> 00:24:45.920
<v SPEAKER_00>And your Substack is the style title on Substack.

00:24:46.480 --> 00:24:48.079
<v SPEAKER_01>Uh Substack.com.

00:24:48.160 --> 00:24:56.640
<v SPEAKER_01>I don't think it has the STB before before it, but they'll find it anywhere if if they Google it, I think.

00:24:57.200 --> 00:24:58.319
<v SPEAKER_01>Fantastic.

00:24:58.480 --> 00:25:00.799
<v SPEAKER_01>Thank you so much for joining us.

00:25:01.279 --> 00:25:02.319
<v SPEAKER_01>Thank you very much.

00:25:02.400 --> 00:25:07.119
<v SPEAKER_01>It has been surprisingly um fun.

00:25:08.640 --> 00:25:09.920
<v SPEAKER_00>It's always fun.

00:25:10.400 --> 00:25:11.039
<v SPEAKER_01>You know what?

00:25:11.119 --> 00:25:22.799
<v SPEAKER_01>I'm usually anxious because I do have a very hard accent in English, but I felt totally relaxed now that I owe it to you, so I'm very happy I've been here.

00:25:23.119 --> 00:25:25.359
<v SPEAKER_00>Well, I think you're an absolute delight.

00:25:25.519 --> 00:25:26.960
<v SPEAKER_00>Thank you for joining us.

00:25:27.279 --> 00:25:28.079
<v SPEAKER_00>Thank you.

00:25:29.440 --> 00:25:30.480
<v SPEAKER_00>Thanks for listening.

00:25:30.640 --> 00:25:36.000
<v SPEAKER_00>Don't forget to rate and review and follow us on every single platform at handbagdesigner.

00:25:36.079 --> 00:25:36.799
<v SPEAKER_00>Thanks so much.

00:25:36.960 --> 00:25:38.240
<v SPEAKER_00>See you next time.