Originally from Greece, print designer and illustrator Eleni Malami completed her fashion degree at the prestigious Central Saint Martins before establishing her studio in Brighton, UK. Rejecting mass digital uniformity, Eleni builds her luxury brand on the charm of free-hand artistry. Every striking pattern begins as a series of fluid, organic illustrations painted with water-based inks and pigments. Marrying Mediterranean-inspired warmth with expert British craftsmanship, her signature collections of vibrant silk bags, scarves, and interior textiles are proudly printed and hand-finished in England.
You have had an inspiring creative journey filled with achievements and memorable moments. Which milestones do you hold closest to your heart?
The collaborations with the V&A and Liberty were certainly major achievements and brought significant recognition in the Western world. However, one of the moments that means the most to me happened at my very first trade show, when a Japanese department store chose my collection without knowing anything about me. They simply fell in love with my designs. They looked at my work and spoke about it with such genuine respect. That was incredibly meaningful because it was my first real step forward and the first true recognition of what I was creating.
How do you preserve the quality and value of craftsmanship, making them the defining principles of the Eleni Malami brand? How did the idea first begin, and how has it evolved?
It all started quite unexpectedly. Years ago, I applied for a Master’s degree in Textile Design at the Royal College of Art. My background was purely in fashion design, so I spent countless hours building a portfolio that would be worthy of the application. That’s when I painted my very first prints—and, naturally, created my first silk scarves.
Everything I’ve built has evolved in a very organic and personal way. I’m not a company driven by financial targets or fixed profit margins. Even today, the brand continues to grow around my life, my experiences, and the everyday things that inspire me. One thing naturally leads to another, and that sense of flow has become one of the most important reasons I’ve been able to protect the integrity of what I’ve created.
And, of course, I nurture close personal relationships with everyone I work with. That is equally important.
What is the secret behind what makes Eleni Malami so distinctive?
I create every collection from beginning to end. I design every print, choose every colour, select the fabric it will be printed on, and then decide which product that fabric will become. In other words, I curate the entire creative journey of each piece.
I believe that’s what makes my work so distinctive. Every product tells a complete story—it carries its own little fairytale.
You have developed a signature style that is instantly recognisable and deeply desirable, while conveying the beauty of craftsmanship and an understated sense of luxury that is increasingly rare. How have you managed to achieve that?
I grew up in a very artistic and creative family that taught me to embrace individuality and never be afraid to be different. I never set out to become a trendsetter—timelessness has always been my goal. And I truly believe that to create something timeless, you first have to be authentic.
In the age of Instagram, it’s incredibly difficult to hold on to your own point of view because our subconscious is constantly absorbing what we see. As the saying goes, “Bad artists copy. Good artists steal.” The magic isn’t in copying something you admire, but in making it entirely your own.
Looking back on your journey, what have been the brightest moments, and what has become non-negotiable for you today?
I’m actually a very shy person. I love quiet moments and I value my own space and time. For me, the brightest moments aren’t necessarily glamorous occasions—they’re the moments when an idea works, when a new step proves successful, or even when I realise what went wrong and manage to improve it the next time.
The one thing that has become completely non-negotiable is trusting my instinct—my gut feeling.
After several successful years, which pieces or design elements do you consider the most iconic and timeless?
One thing my customers often ask me is how I came up with my colour palette and the combinations I use. So I would say my colour combinations, along with the prints themselves, are what have become the most distinctive and enduring elements of my work.
What story does your new summer collection tell? What innovations have you introduced, and what can we expect next?
This year I devoted myself entirely to silk bags and decided to stop working with cotton after many years. I felt that silk bags were the product with the strongest identity and the greatest potential—they feel the most authentic to me.
I also introduced a collection of silk drawstring bags that can be worn crossbody, making them ideal for everyday life in the city as well.
I’m hoping to bring my silk scarves back next year, and perhaps introduce a collection of kaftans too.
You started with a small collection of bags and cushions, and your universe continues to expand. How would you ideally like to see the brand evolve?
Organically. Bags are undoubtedly my passion—my calling. I’ve dreamed of designing bags ever since university, even though my degree was in fashion design.
I want the brand to grow gradually, one step at a time, making sure that every new development remains manageable. I believe it has the potential to evolve into a true lifestyle brand, and perhaps one day it will.
My dream, though, would be to have a small boutique and atelier where I create one-of-a-kind handbags alongside my existing collections. Almost like a jewellery store—but instead of jewellery, it would be handbags crafted as precious objects.
Where can people find your collections?
Through my website, as well as in a wide network of boutiques across Greece and internationally, primarily independent concept stores and boutiques.
What would your dream project be?
I’ve actually just completed one, but I’ve signed an NDA, so I can’t share many details yet. What I can say is that I worked on a proposal for a major museum, creating print designs inspired by some of the masterpieces in its collection. It was purely a digital and conceptual project, but I would love to see it brought to life one day. That’s exactly what fascinates me—the revival of tradition, reinterpreting something historic for a contemporary audience.
Tell us a story you’ll never forget.
As cliché as it may sound—and although it’s deeply personal—the most unforgettable experiences of my life are the births of my two children.
I was fortunate to have two completely natural births, and they were the ultimate moments of empowerment. Experiencing what the human body is capable of, without fully understanding everything that’s happening in the moment, is extraordinary. You gain an immense appreciation for the power of nature, while also discovering the incredible strength you carry within yourself. Those are moments that will stay with me forever.
Tell us something people don’t know about you.
Even though I’ve lived in England for almost twenty years now and feel completely at home here, I listen exclusively to Greek radio every single day.
It’s a habit I don’t think I’ll ever lose. Perhaps it’s because, growing up, there was always a radio playing in our kitchen. Somehow it keeps me connected to my roots. I’m not entirely sure why—but I love it.
What is your definition of beauty?
Natural imperfection.
What does authenticity mean to you today?
Something innate. Something true.
There’s a Greek saying I have loved since I was a child: “From children and madmen, you hear the truth.” I think that’s because these are two groups of people who simply don’t care what others think. To me, that’s the essence of authenticity—having the courage to express your own truth, your own perspective, even when it isn’t the most common or socially accepted one.
If you were to create something especially for TheAuthentics.gr, what would it be?
I think it would be a collection of postcards featuring illustrations inspired by the Mediterranean.
