Founded in 2013, Nidodileda (Nido di Leda) is the latin rendering of ‘’Leda’s nest’’. The famous Italian poet, Dante called Nido di Leda the location of the constellation Gemini which depicts the two Dioscuri and heavenly twin sons of Leda, Castor and Pollux. This sibling love was the inspiration for the name of the brand, as its designer and founder Tonia Mitroudi, has also a twin sister Nadia and their loving sisterly relationship motivates her own life and thus the brand itself.
The brand’s philosophy is based on the diachronic aesthetics that tend to the timeless without following fashion trends. It is our Nidodileda aesthetic that unifies the experiences of the past with the dreams of the future, unpretentiously, having a vintage bohemian feel, and strongly based on the interaction of the designer herself, Tonia Mitroudi with the world and its different cultures. It is what we call Gypset Philosophy.
In practice, Nidodileda, being consistent with its timeless principle, is getting dressed all year round with its collections. The two main collections follow the principles of seasonality with gypset themes integrating Tonia's inspiration each time and also include as a drop the ALLDAYCORE, a structural collection both in name and in grace, having pieces that combine the daylife with the bohemian gypset character of the brand, from morning to night. Moreover, the brand launches as an essential drop the UNISEX collection, paying homage to the diversity that unites the opposites.
Furthermore, the brand, following the basic principles of sustainability and circularity, is launching from 2019, the MINDFUL EDITION, a collection themed by the consciousness of time (hence mindful). Ιn this collection we apply our circular economy principles and practices by recycling our fabrics, supporting small artisans and being inspired by the ‘’Nidodileders’’ and what they ask us every time in an open dialogue that we have every season.
And what about the time between the seasons? Here is the METAVASIS, the new born of our brand, launched in autumn 2022, as a transitional collection and will be again launched each autumn and spring.
Apart from clothing, the gypset logic permeates us in all aspects of life. So, this gave birth in 2019 to Nidodileda Home, our Indoor Curation collections, launching homewear collections for those who love our bohemian philosophy.
Our own universe, the Nidodileda Universe was born from a constellation full of love and with you the devotees of our philosophy, the Nidodileders as we like to say, it is constantly developing and growing. Recently, in 2020, one more planet was added to it. The Nidodileda Creative Store, our first physical store in Kifisia Athens, welcomes you offering a different tailormade shopping experience.
So it is, Nidodileda! Once you spell it right, you won’t forget it!