A Fashionista with endless creativity and imagination, she looks like a child on the first day of school. But a book cannot be judged only from the cover; inside you will find a stubborn female entrepreneur. Elisavet Mavrou, the owner of the September concept store in Sintagma, is a fresh hope from the modern generation of Athenian retail.
Her shop, on the boulevard of two of Sintagma’s busiest streets, among artisans, eateries and airbnbs, along with all the tribes of downtown people, stands out Lilliputian and with a strong wow effect. So small and so pink, with signature neon arches, it feels like a juicy candy.
But it is the space curated by Materiality studio to house all the stories that are told and heard every day, the many surprises and the new relationships that are built through this magical activity that can suddenly make our day – the week, even a month – and it’s called shopping. Elisavet, like a stylist or an artist, chooses for us dresses, t-shirts and sweatpants, shoes and accessories, also soaps, candles and other decorative and useful items for the home.
I am welcomed by a plethora of good vibes. I look around and see everything my nostalgic urban, funky street side has ever dreamed: metallic tops, floral dresses, oversized blazers, animal turtlenecks, the most inspiring hoodies. ‘A little bit of happiness in this fucking world’, as a tee by @studiomateriality says.
‘Why September?’ I ask her straight into the point. ‘While brainstorming with my graphic designers, we come up with the idea of September as a name; I realized how many emotions this month hides. A mood for new beginnings, an appetite for new ideas, a bit of melancholy for the summer we left behind and a sweet anticipation for the coming winter. September the first month of autumn, the transition of seasons with all of his beautiful energy. That’s why we incorporated so many colours, September is a colourful month’.
I notice some self-branded items, it seems perfectly logical knowing that Elizabeth has finished the Interior Architecture, Decoration and Design of Objects at TEI Athens and has worked as a fashion blogger and assistant stylist. ‘I am not a designer nor do I have the technical knowledge, I certainly know a little about patterns and how certain materials and fabrics respond. Beyond that, September the brand satisfies in a psychoanalytic way the fact that since I was little I would always carve something, always make something. Daisies, for example are intimately linked to all this, we make them and integrate them into various objects, even ornaments for the tree’. ‘You know what they say,’ I tell her. ‘Creative people are the ones, who didn’t kill the child in them growing up,’ and we both laugh.
‘What are your criteria for the products?’’ I ask her. ‘A little bit of everything, if I will wear it for example. Something might catch my attention on Instagram or I’ll be excited by something while browsing the internet, some creators find September themselves. I think about what’s missing, what’s unique and you won’t find anywhere close by.’ It’s true, everything here is so distinctive, I think. Who doesn’t want to feel unique for their choices?
At this point I feel like I’m having coffee with a friend. ‘So you like retail?’ I ask her. ‘Of course,’ she replies with a laugh. ‘Can’t you see how easy-going I am?’ I consider the connection with the customer sacred.’ What an optimistic and feel-good attitude!
While bagging my shopping bags, we say our goodbyes or actually our au-revoir because we will certainly meet again, as in September you always come back.
September Athens
Apollonos 16 & Patroou 1, Sintagma, tel. +302103234891
www.september.gr | Facebook | Instagram
