Where does fashion originate? In its inception, humans likely began donning clothing to adapt to climatic conditions and shield their bodies from various plants and insects. At times, leaves were used for cover, while in other instances, animals were skinned and dressed. Eventually, the first thread was even drawn from the stem of a plant by human hands. This initial thread, now 34,000 years old, was discovered in Georgia! Half-jokingly and half-seriously, it can be claimed that, in addition to wine, bread, and dancing, Georgia is also the birthplace of fashion. This isn't surprising because inspiration in fashion is drawn from the palette of nature, historical sources, architecture, and the vibrant tapestry of everyday life. We don't bemoan a lack of information; neither do we lack creativity nor rebellious spirit. Inspiration + creativity + rebellious spirit and courage — this is the formula for creating impressive works of art! Alongside creativity and courage, Georgians are characterized by pride. We love our country, nature, culture, and history, and we proudly emphasize our identity and uniqueness. Fashion serves as the perfect medium for this expression. The modern modeling industry is not merely about producing clothes; it is an expression of one's inner world and a form of rebellion. A designer acts as an alchemist, transforming the combination of fabrics and colors into self-expression and self-belief. The designer is a medium who must perceive people's demands from the future and respond to those demands. Many Georgian designers achieve success on the international fashion stage, showcasing their works in leading exhibitions in New York, Milan, Berlin, or London. You will encounter them in "Concept Stories." David Koma stands out as a prominent representative of Georgian fashion. In 2009, he founded his own brand, David Koma, and has been the art director of Thierry Mugler since 2014. Koma's aesthetic is characterized by minimalism, a limited color palette, and the use of elements such as metals, beads, and geometric figures. His signature is sharp shapes inspired by the female silhouette. Among the consumers of Georgian designers' clothing are global stars like Beyoncé, Rihanna, Lady Gaga, Jennifer Lopez, Gal Gadot, Kristen Stewart, Bella Hadid, and more. His creations provoke thought and emotion, raising questions and inspiring a new vision. David Koma also incorporated Georgian chokhi elements into his design. In a comment to VOGUE, Koma mentioned the "Georgian" dance, in addition to Chokhi, as a source of inspiration and described it as a dramatic "clash" between a man and a woman. Incidentally, David Koma designed a limited New Year's jar exclusively for Borjomi! I'm delighted to share the result of the Borjomi and Koma collaboration with you through the link. Another notable figure in modern Georgian fashion is the brand Situationist, founded by the self-taught designer Irakli Rusidze in 2016. The brand represents a fusion of Georgian historical heritage and avant-garde vision. Imagine 32-time Grammy winner Beyoncé opening two shows of her Renaissance World Tour with designs by David Koma and The Situationist. The "Renaissance" tour stands as the largest and highest-grossing tour by a female artist of all time. Georgian fashion serves as one of the instruments through which we convey our voice to the world. It is an incredible blend of tradition and innovation, the rich historical and cultural heritage of the country, European and Asian influences, and a harmonious blend of past and future. This, perhaps, is its uniqueness. Foreign travelers who visited Georgia also noted the talent of Georgians in dressing according to taste. It is a great privilege for us to support Georgian fashion, which is why Borjomi is a sponsor of Tbilisi Fashion Week.