If there’s one thing Instagram is really excellent for, it’s over sharing your holiday snaps accompanied by endless annoying hashtags like #paradise #sorrynotsorry #poolside etc. While my trip to Athens with Juicy Couture last week wasn’t a holiday per se, I definitely indulged in some pretty major Instabragging, sorry guys. It just really was a very fabulous day and a half with endless beautiful views and outfit changes so it seemed silly not to share them all… Or at least that’s what I told myself as I posted my fifteenth photo of me lounging around wearing a fancy hat and oversized sunglasses.
I headed out to Athens on Monday afternoon having, somewhat foolishly, attempted to fit in a trip to the Juicy Couture store and a photoshoot with Holly before leaving. As a result I arrived at the airport a sweaty and slightly stressed mess, I never do bloody learn. After picking up my airport essentials – magazines, iced latte, gum to chew loudly and annoy fellow passengers with, multiple snacks for the plane, all the grooming products I’d forgotten to pack – my stress dissipated and I began to daydream about the treats to come. I’d never been to Athens before and always wanted to so being out there as a guest of Juicy was an unexpected delight. The hotel, which obviously I’d ogled in advance, looked wonderfully luxurious and fresh from approximately eight straight months of London drizzle, I was thoroughly over excited about the prospect of a pool party the next day. Within thirty seconds of arriving at Astir Palace Resort & Spa my suspicions were confirmed, it was indeed pretty majestic with private bungalows, immaculate grounds and panoramic views over the Aegean Sea. After a swift Pinot Grigio in the bar I retired to my vast bedroom and passed out within about thirty seconds in one of the largest and most comfortable beds I’ve ever slept in.
You know when you’re travelling and exhausted and wake up wondering where the hell on earth you are? That’s precisely what happened to me the next morning. Curled up like a worm and wilfully ignoring my alarm, I was convinced that I’d open my eyes to see my bedroom. It was something of a shock to in fact be greeted by a spectacular view of ocean and islands, but a pretty great one I must say. There was no way I was leaving without trying the olympic-plus sized infinity pool so I braved the morning chill and ice cold water for a dip that blasted away the last remnants of airplane ick. One room service breakfast (good God I love room service) and as many poorly written emails as I could manage later, I slipped into my first and I think favourite Juicy Couture ensemble and off we headed to Folli Follie HQ for a company presentation. Yes, the Juicy pool party may have been the main event but we did manage to fit in a little education… And, y’know, go shopping and out for a lengthy lunch in Glyfada. I’m rather embarrassed to admit that before this, I knew next to nothing about the Folli Follie group and I thoroughly enjoyed the presentation because it’s a utterly fascinating company.
Folli Follie itself launched in Greece thirty years ago as an accessories brand. How it launched is rather a lovely story. The couple behind it, Dimitris and Ketty Koutsolioutsos who remain involved in every aspect of their company’s activity (and there is a LOT of activity) today, never intended to set up a global fashion empire or even their own accessories brand. As a hobby, Ketty enjoyed making bracelets and one day at a party, a fellow guest who happened to own a large boutique asked if she’d supply some to sell. Initially Ketty refused, insisting it was just a hobby and not something she wanted to turn into a business. After a lot of persuasion, she conceded and made 1500 bracelets for the boutique which sold out in a matter of weeks. Thus, Folli Follie was born. In three short decades it’s grown to become a truly global brand group with Folli Follie itself boasting 607 points of sale in 27 countries ranging from the USA to Japan and sales of almost 900 Million Euros in 2013 alone. The Folli Follie Group also now own Links Of London, having acquired the company in 2006 and 51% percent of Attica department store (known as the Harrods of Greece). They also own the licensing and/or distribution rights for countless other major brands including Calvin Klein Jeans, 7 For All Mankind, Converse, Guess, Dolce & Gabbana and HUGO BOSS beauty, and of course, Juicy Couture to name but a few. It’s an incredible success story, from unknown label in Athens – arguably not a fashion capital – to international fashion player, a true testament to what can be achieved through talent, intuition and vast amounts of very hard work. After finishing up the presentation and taking a peek around the HQ – there are some amazing campaign images of Diane Kruger from when Folli Follie cast her, a then unknown model, for their ads during the 1990s – we headed into Glyfada to check out the Folli Follie and Juicy Couture stores. I’ve seen a lot of stores in my time and these ones are done beautifully and contain some of both brands’ very best product, it was only the fact my “carry on” bag was already stuffed that stopped me from having a major splurge.
Tired and hungry from doing very little really we then spent a happy couple of hours chatting over a seriously delicious lunch before heading back to Astir Palace… It was pool party time. After throwing a quick outfit change, Reem and I tottered down to the private bungalow where the event was to be held. The immaculately contemporary space had been transformed into a Juicy girl’s dream holiday home, brightly coloured clothes and accessories artfully strewn over the pristine white furniture, cocktails on tap and a private infinity pool overlooking the (also private) beach. Besides me and Reem – one half of Five Five Fabulous, in the unlikely event you don’t already know – Juicy Couture had invited a handful of their favourite Greek bloggers and it was really interesting to meet this lovely bunch of likeminded girls and all do what we do best, style up clothes and pose. We also played with a very cute puppy, and Instagrammed her umpteen times, obviously.
For the London contingent, our trip ended with dinner at Nobu and contemplating “missing” our flight home. Thank you so much Juicy Couture, Folli Follie and Trace Publicity for a thoroughly enjoyable trip. It was just what I needed!
Love Ella. X
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