From the pages of Vogue to the Met Gala red carpet, Vassilis Zoulias has built a career that extends well beyond Greece. 

Before launching his own label, he spent nearly two decades working as a fashion editor for publications including Vogue Greece, developing a sharp understanding of how fashion moves, both on and off the page. In 2002, he opened his Old Athens boutique, initially focusing on accessories- shoes, hats, and small, carefully produced collections- before expanding into ready-to-wear in 2007 and later into couture.

Since then, his work has steadily moved onto the international stage. His designs have appeared at the Met Gala and on major red carpets, worn by names including Gwen Stefani, Alison Brie and Laura Dern. More recently, his collaboration with Patricia Field brought his work into the spotlight through Emily in Paris, where a series of his pieces were selected for Emily’s wardrobe- introducing his designs to a broader international audience.

There is a distinct mood that runs through Zoulias’ collections, it is one that draws on old-world glamour and a certain cinematic elegance, while still feeling relevant to today’s woman. Structured silhouettes, defined waists, and richly detailed fabrics come together in pieces that are at once soft and striking. It’s a balance between nostalgia and modernity that continues to define his work, offering something that is both familiar and refined.

We recently spoke to Vassilis about his latest SS26 collection, his Emily in Paris moment, and the career that has taken him from fashion editorial to dressing women on some of the world’s most visible stages.

Your SS26 collection, Beautiful, carries a strong sense of cinematic elegance, through texture, tailoring and subtle nods to nostalgia. What inspired this season, and what mood did you want to create for the woman wearing it?

This season, my new prêt-à-porter collection, titled Beautiful, is a deliberate ode to beauty in its most timeless form. My partner, Periklis Kondylatos, and I dedicated this work to the concept of beauty as a protest against the fast-paced trend of “celebrating ugliness” that has emerged in recent years. I wanted to evoke a mood of optimism and positive energy. For the woman wearing it, I envisioned a refreshed, airy femininity with a Mediterranean footprint, expressed through vibrant colours, polka dots, floral prints, and classic marine looks. As I noted in our invitation, “Only beauty will save the world.”

Looking back at your career, from fashion editorial at Vogue Greece to founding Maison Zoulias, what have been the defining moments that shaped your vision as a designer?

Transitioning from a fashion editor at Vogue Greece to a designer allowed me to see clothing through a narrative lens. Defining moments include the opening of our flagship in Kolonaki and seeing our aesthetic resonate on a global stage. My vision has always been shaped by the belief that style should be an enduring signature rather than a fleeting moment.

Your work has reached an international audience– from red carpets to Emily in Paris. How did those collaborations come about, and what have they been like for you creatively?

The international recognition, particularly through Emily in Paris, was a wonderful creative synergy. Working with Patricia Field, a true visionary, felt like a natural extension of my aesthetic. Professionally, it confirms that the “Zoulias woman” is a universal character- someone who appreciates whimsy, structure, and a nod to the golden age of cinema.

Your “Shop Like Emily” pieces have become closely associated with your brand. What has it been like seeing them embraced by such a wide, global audience?

Seeing these pieces embraced globally is incredibly rewarding. It proves that there is a worldwide appetite for meticulous tailoring and a romantic, nostalgic silhouette. It has turned our heritage-inspired designs into a cultural touchstone for a new generation.

Are there particular pieces that best capture the essence of Maison Zoulias?

While every collection is a new child, the pieces that truly capture our essence are those that balance “old school Hollywood glamour” with wearability- our signature full skirts and structured bodices. They represent the “classic with a twist” spirit that is the heartbeat of Maison Zoulias.

If you could dress anyone (past or present) who would it be, and why?

If I could reach back through history, I would have loved to dress Audrey Hepburn. Her innate grace and understanding of line and proportion are exactly what I design for today. In a modern context, anyone who carries themselves with a sense of “Aretē” (excellence/virtue) is a muse to me.

Athens is a city where history and modern creativity constantly intersect– where do you find yourself drawn to, whether for inspiration or to unwind?

Athens is my home and, as W Magazine quoted, Athens is the New York of Europe. I frequently visit traditional restaurants that possess a distinct character and soul. I am particularly fond of places that serve authentic, high-quality traditional food, such as Oikonomou in Petralona and Leloudas on Petrou Ralli. For me, the best way to relax and truly unwind is a long drive in a convertible along the coastal road, following the Athenian Riviera all the way to Sounio. There is something incredibly restorative about the sea breeze and the horizon. I also enjoy the vibrant energy of the city when surrounded by friends and the creative community of Athens. The “summer vibe” and optimism of this city are exactly what I poured into my latest collection.

Beyond Athens, where in Greece do you go to switch off- and what places continue to shape your work?

Beyond the urban energy of Athens, my heart and my creative process are deeply tied to the Greek landscape and the unique quality of Aegean light. For over 30 years, Mykonos was my primary destination, but in recent years I have found my true sanctuary on the island of Tinos. I have a home there right by the sea, which serves as my ultimate retreat for peace and creative clarity.

On weekends, I consistently escape to my country house in Anavyssos. It is a place that never fails to inspire me and provides the perfect backdrop for reflection between collections. This connection to the sea and the “summer vibe” of the coast is a recurring theme in my work. The natural beauty of these locations often mirrors the vibrant colours and floral prints seen in our latest designs, which aim to radiate optimism and positive energy.

Maison Zoulias is known for its craftsmanship and attention to detail. How do you see that evolving in your work going forward?

Since the beginning of my career in the accessories industry, I have always sought out Greek manufacturers who shared my same passion and creative “madness.” Greece is home to exceptionally talented artisans and a long-standing tradition of craftsmanship. In fact, we shouldn’t forget that Manolo Blahnik’s very first collection, showcased at Bergdorf Goodman, was produced right here in Greece.

Our jewellery is designed and handcrafted by Pericles Kondylatos, the designer behind the iconic crown created for Lady Gaga, while our hats are the work of Katerina Karoussou, the only milliner in Greece with four decades of expertise. We remain committed to seeking out those who work by hand, as we believe that manual artistry is the new luxury, ensuring that every single detail meets our standards of excellence.

Your Kolonaki boutique has become a destination for experiencing your work in person. How else can an international audience discover your collections?

For those wishing to visit our boutiques in Athens, we look forward to welcoming you to our Kolonaki location, as well as our Atelier at 4 Akadimias St. In addition, we are pleased to continue our successful partnership with One&Only, while launching a new presence in Santorini with another monobrand store. For our clients who cannot visit our physical locations, you may explore our collections at our official e-shop.