REM - Clothing brand. (release)
Maya Chkhartishvili is the founder and creative director of the REM brand. Gita Ghavid is the executive director of REM.
The brand belongs to the niche category. Products are not repeated from collection to collection and are produced in a maximum of three sizes.
The REM brand was born in Georgia in 2015. Until 2022, it was called UMI - which translates from ancient Georgian as metamorphosis.
In anticipation of global changes, it acquired a new name - REM, like the rapid eye movement phase of sleep. This fully reflects our accelerated reality.
During this time, the Georgian brand REM has participated in many fashion shows, such as:
- Mbfw Tbilisi
- Mbfw Moscow
- Mbfday St. Petersburg
- METRICA FFF
It has been presented at numerous exhibitions and participated in showrooms in Berlin, Baku, Tel Aviv, and more.
Additionally, REM has created interesting collaborations. For example, with the renowned performer Ria Keburia. Or - with the artist Alisa Yoffe, who works at the fashion house Comme des Garçons in Paris. Currently, the REM brand collaborates with the Georgian- Japanese company MIYABI.
CONCEPT
The gender-neutral clothing of the brand REM is suitable for enthusiasts of any gender. The main color palette of the brand remains refined black, which is also the main DNA code of Georgia. The focus on shoulders/graphic elements is the main accent of the brand. REM is created for true fashion devotees.
In our consumer-oriented society, fast fashion "mass market" has become a closed cycle. True lovers of designer clothing need something individual that emphasizes their exclusivity and character.
MISSION
The brand's mission is to translate through its creativity the essence of our time. Potential buyers of designer clothing are saturated with an abundance of offerings, so they seek a certain absolute originality and uniqueness.
Modern women are showing increasing strength and independence, they are emancipated and confident, requiring them to express their individuality and style through clothing.
The REM brand in its collections focuses on the shoulders, emphasizing the femininity and strength of the modern woman simultaneously. Each look is carefully thought out from the perspective of comfort, quality, individuality, and form. It is an unquestionable graphic representation of silhouettes, as linear as modern society.
The brand uses natural fabrics such as cotton, silk, leather. Additionally, it creates bags and shoes to complete the look.
PRICING POLICY
The brand's pricing policy is focused on a high level of quality and style, so it tends to be above average. The brand pays special attention to details, uses high-quality materials, and innovative technologies, which is reflected in the price of its products.
COLLABORATION
In 2018, REM collaborated with performance artist Ria Keburia. The brand created a collection specifically for her, titled "Exploration of Human Fetishes in Augmented Reality Conditions." The performance took place at MBFW Tbilisi and MBFW Moscow under the direction of Ria Keburia Gallery, with a presentation also held at Peresvetov Pereulok Gallery in Moscow in April, as well as in Berlin. Models, resembling fireflies wrapped in lights, posed wearing masks by Anatoly Shabalin. The photographer was Richard Jonathan.
Collaboration with artist Alisa Yoffe ( 2023)
An interesting collaboration between artist Alisa Yoffe and the REM brand appeared on the runway of the international fashion show METRICA in Tbilisi. Yoffe, who creates concise black and white works, drew Georgian symbolism on white agender costumes by REM. The country that united this segregation of creativity.
Through a visual language referencing cave paintings and modern symbols-icons, the artist addresses social issues: safety, anonymity, freedom.
Just like REM, where their concepts merged together.
Alisa Yoffe (b. 1987) exhibits worldwide — from the Phoenix Art Museum and Berlin studios to the Tretyakov Gallery. Objects from her collaborations with brands like Comme des Garçons and Maison Margiela are coveted by Japanese fashion bloggers. Yoffe's graphic language is universal. Her signature — black and white hieroglyphs, telling stories of gender and body, life and death, history and politics.
She collaborates with international brands such as Comme des Garçons, Maison Margiela, Cartier, Bonne Suits, Virronen.
REM is also in a long collaboration with the Japanese-Georgian company MIYABY. 🇯🇵 🇬🇪 The essence of this collaboration is to create an image from vintage Japanese fabric.
To create an art object that carries its own meaningful load. REM came up with a
dress where a socket with a plug is inserted near the heart, symbolizing human fatigue and the need for "heart energy." The dress also features pockets with inscriptions of various emotions that weigh a person down throughout life. For example, there is a pocket on the back labeled "stress."
This image has appeared on runways in different countries such as Georgia, Greece, Poland, Japan, and continues to tour.
________________________ Personal experience:
Maya Chkhartishvili received a profession as a psychologist.
In 2015, she created her clothing brand called umi (in 2023, the brand underwent a reform and was renamed REM).
The designer combined her two professions and conducted workshops in a women's prison, where she volunteered for 2 years.
There was also experience in volunteering with autistic children, where the designer developed and sewed play costumes for a group of children.
Intuition led her into the fashion industry. There was no formal education in this field, but there was a wild desire to create clothes that she would want to wear herself. And then find true followers of her brand.
During cooperation with MBFW, the founder of the brand, Maya Chkhartishvili, turned to her friend - the well-known figure in the global fashion arena, Irakli Rusadze (SITUATIONIST). He taught her how to draw proportions correctly in sketches and create perfect patterns.
Over the course of its existence, the brand has won some international competitions and created numerous interesting collaborations
Georgia
Tbilisi,
2023
REM has achieved victories in prestigious competitions. - be next - an international designer competition where the brand became a finalist in 2017. - sobaka.ru competition where the brand emerged as a winner and received numerous prizes.
