No Woes in 2020
From Grecian influence to fashion industry takeover, Natalia Georgala is on the hunt to modernize a classic wardrobe staple. No boyfriend or husband required.
A lot has happened in the last six months. For Natalia Georgala, those months have been a career whirlwind. The last time we spoke, Natalia was just solidifying her place in the influencer world, and that included launching a clothing line. “[Last year when we last sat and spoke] I was getting ready to launch my own label soon and voila! WOERA has officially launched and I couldn’t be prouder. It’s a project I’ve put my whole heart into, something that has been in the works for almost three years now.” During our sneak peek preview, Natalia presented her latest project for us and much to our surprise it entailed a modern take on a classic staple item: the man-tailored shirt.
Thanks to the genius mind of Natalia’s boyfriend (her own praises), the name is quite brilliant. Derived from the words Women’s Era, WOERA has certainly molded itself into the new generational staple standard. Launched in 2019, WOERA has become an established brand offering a limited collection of classic man-tailored shirts designed exclusively for women. The brand celebrates women’s ability to adopt a timeless garment originally designed for men and effortlessly turn it into an iconic wardrobe staple. For many boyfriends and husbands, women have made it a profound mission to “borrow” the great, crisp oversized button-up to wear as the next chicest look. With problems come solutions, and for Natalia that solution would come from her own experiences. Thanks to her boyfriend’s missing shirt frustrations. “It all started as a joke almost four years ago while still living in New York. My partner was quite upset cause I was constantly stealing his shirts.” From there on out, a lightbulb went off, questioning the industry and its production of menswear-inspired shirts for the very women that adore them. “I began questioning if there are currently any brands offering menswear-inspired shirts catering specifically to the modern woman. While researching, we noticed that there’s not – at least we couldn’t find one covering my personal needs.” Calling herself a rather demanding customer, Natalia decided to take matters into her own hands, from experience, and cater to the many women just like her. With the array of shirt brands on the market, Natalia structured her design and business aim with WOERA to create something that would be tailored to fit women’s needs without compromising on the original manly appeal. And to Natalia, she says, “trust me, it is not an easy task.”
Tackling the global and generational users of social media, maintaining the right visuals for potential customers can be a daunting task in itself. WOERA’s Instagram presents a tonal minimalist focus that is both a dream and perfectly curated. Natalia’s method: designing and treating Instagram as a “window shopping” experience for customers. For every online business, WOERA included, every eye that catches a promotional shot can turn mindless scrolling into a website business soon becoming a profitable sale. “Naturally, we wanted our profile to portray 100% the essence of WOERA, which is classy, minimalist, elegant. We want the customer to get the brand message instantly through a general curated ‘mood’. That’s how we tell our visual story,” explains Natalia while marveling in the brand’s visual grid. “We decided it was best for us to sell the collection exclusively online [while incorporating the monetizing trail of consumer use from social to e-commerce site] allowing us to give the complete offer directly to consumers, by cutting out the middleman. That’s how we’re able to keep the prices at a normal range at the moment.” Established, designed and manufactured in Athens, Greece, WOERA’s influence in incorporating sustainable ethics and practices. Though sustainability can, in fact, be quite expensive for any small brand, Natalia and the WOERA team have remained mindful and conscious throughout development in every way possible. “Our aim is to deliver responsibly-made fashion in the best possible way. Unfortunately, being 100% sustainable is nearly unattainable for a small business like ourselves; such practices can be very, very expensive. As a new brand, we strive to be as environmentally conscious as possible by using premium quality fabrics, offering fully recyclable packaging, producing locally supporting small businesses, etc. But trust me when I say we still have a long way to go.” Saying yes to conscious style is one of the brand’s core messages. WOERA strives to encourage customers to choose for the long-term; only needing a few key pieces within their wardrobes and wanting the WOERA shirts to be one of those pieces.
From Greece to the United States, WOERA is a staple that can be worn in a multitude of ways – locally or globally. Whether buyers are residing in a big city or rural countryside, WOERA pieces are uniquely designed for every woman. “I had all different types of women in mind when creating the shirts; there’s no age or style limitation. In WOERA, we are inspired by each and every dynamic woman who stands independently in today’s world, either she’s in her 20s or her 50s, living in Paris or New York.” Elevating one’s chosen WOERA piece is unique to the woman wearing it, so when it comes to incorporating the right accessories, Natalia promises that versatility is just one ingredient in the WOERA formula. “A shirt is such a versatile piece and can be worn in a number of different ways depending on the girl and the occasion. I wore it as a coverup with my bikini in the summer and as a dress with over my knee-high boots and tights this month. The possibilities are endless!” One major detail WOERA noticeably incorporated into its signature button-up: oversized, structured sleeves. Natalia demonstrates the folding and unfolding technique that made its way into the WOERA design process, later becoming a fan favorite. “I always loved wearing my man’s tailored shirts with the cuffs unfolded, you know to give that extra edge to my look. So I took the original French cuff, made it a little longer and a tad more exaggerated and voila, our signature shirt was born. It’s crazy what a few amendments can do. Aside from the fact that shirts are the ultimate wardrobe staple? We offer designs that are oversized in nature (which also translates to super comfy), yet feminine and sexy. And who doesn’t want to be comfortable while looking feminine and sexy in their everyday life?” Taking on the task of redesigning the “classic” man-tailored shirts, Natalia’s line showcasing staple colors in crisp whites, red and white pinstripes and blue and white pinstripes, WOERA’s focus on the timeless still leaves room for experimentation. “I am planning to add a variety of different colors & fabrics in the next collections, as well as introduce a couple of new styles. However, I don’t want to deviate a lot – I want the core of the brand to remain the same; ‘classic’ man-tailored shirts, so do not expect anything too trendy.”
As the designer of WOERA, Natalia ensures that every day she sells the brand online and in real life. Remaining true to her Grecian roots, the digital entrepreneur demonstrates the versatility her pieces carry right before our eyes. Bracing ourselves in the middle of winter, purchasing pieces that will carry out well throughout the seasons is daunting. But to Natalia it’s a challenge she gladly accepts. “Layering is key – wear it over a black turtleneck or under a chunky sweater. It’s also perfect to pair with sparkly skirts or pants for your next night out. It is such a versatile piece, I’m telling you.” Keeping her look strong, bold, yet natural-looking, Natalia’s vibe is classic, tailored, with enough edge to elevate any street style look. Between WOERA’s two style choices – The Classic and The Signature — Natalia truthfully adores both, but for her own reasons. “I love both for different reasons each – the classic has a more relaxed vibe to it, it’s the shirt you’ll want to wear on a daily basis. The Signature, on the other hand, has a more tailored look, and also that much-needed edge. It’s a statement piece on its own that will elevate your every look.”
With wide hungry eyes on upcoming Fashion Week 2020, quickly approaching might we add, Natalia’s sights are on attending. Keeping an eye out for the best opportunity to join in on the festivities, due to strict work obligations, the designer has a minute idea of what she might be photographed in while hitting the pavement in either New York City, London or Milan. “There are so many different combos! It certainly depends on the occasion; for a morning show, I’d wear it under a boyfriend blazer & front slit pants or under a big chunky knit & midi skirt for a more preppy look. For the evening, I’d go for something sexier like an ultra mini skirt and leather sandals or even over a little black dress and boots. The possibilities are endless.” While looking to the near future, celebrating a booming business, and actively exploring new opportunities, Natalia and WOERA are just getting started in the new year looking forward to an exciting decade to come. With an already extensive resumé, Natalia’s main focus for 2020 and the foreseeable future: WOERA. “[My focus] is to put all my efforts into this new baby of mine and watch it grow. I have big plans for this one.”
