Behind the contemporary aesthetic of El Brand – especially its beloved handbags – is designer Soraya Tsantilis, who blends Greek heritage with modern international influences. Drawing inspiration from the brand’s long family history in fashion and textiles, she creates collections that combine timeless elegance, craftsmanship, and everyday versatility.
The National Herald had a conversation with El about on Greek heritage, global fashion influences, and connecting with the Greek diaspora worldwide.
TNH: Summer in Greece is a peak time for Diaspora visitors. How does El Brand adapt its collections or strategy to appeal to Greeks returning from abroad?
Soraya Tsantilis: Each season, our collection is carefully aligned with the latest global fashion trends, which we reinterpret through the unique identity of our bags. We place great emphasis on the quality of our materials – ranging from our signature jacquard fabrics, woven in Greek mills, to carefully selected leathers and innovative materials such as neoprene and treated canvases with contemporary finishes.
Our strategy is to offer products that feel both current and distinctive, while maintaining competitive and accessible pricing. At the same time, we remain committed to producing everything in Greece, honoring our heritage and craftsmanship.
TNH: What trends are you seeing this year among international Greek shoppers – are their preferences different from local customers?
Soraya Tsantilis: International Greek shoppers tend to look for pieces that combine versatility with a strong design identity. Compared to local customers, they often gravitate toward statement items that can serve as both a fashion piece and a meaningful connection to Greece.
This year, we see a preference for lightweight, summer-ready materials, neutral tones with bold accents, and designs that transition easily from day to evening – ideal for travel and everyday use abroad.
PHOTOS: COURTESY FO SORAYA TSANTILIS
TNH: Many diaspora Greeks look for brands that reflect both heritage and modern style. How does El Brand balance Greek identity with global fashion influences?
Soraya Tsantilis: At the heart of our brand lies the iconic ‘Greek key’ motif – a timeless symbol associated with harmony, continuity, and elegance. While it has been interpreted globally across fashion and design, for us it remains a meaningful connection to Greek culture.
Our approach is to preserve this heritage while presenting it through a refined and modern lens. By combining traditional elements with contemporary design and global trends, we create pieces that feel both rooted and relevant.
TNH: Have you already noticed certain products or categories becoming ‘must-buys’ for visitors during the summer season? What’s especially popular right now?
Soraya Tsantilis: While each collection introduces fresh designs, there are always a few standout styles that become must-haves for our customers. During the summer season, lightweight bags, woven textures, and versatile day-to-night pieces are especially popular.
TNH: How important is the in-store experience for tourists and returning Greeks, and how do you make shopping memorable for them?
Soraya Tsantilis: The in-store experience is extremely important to us. My family – the family behind the brand, Tsantilis, has been active in fashion retail since 1919, building a strong legacy in fabrics and ready-to-wear.
Our flagship store is located in the heart of Plaka at Adrianou 140, in one of the oldest buildings in Athens, thoughtfully renovated to preserve its original architectural character. We also have stores in Syntagma at Perikleous 27, Kifisia at Kolokotroni 14, and soon at Amerikis 15 in central Athens.
Visiting our stores allows customers to fully experience the aesthetic and quality of our products – and we always enjoy welcoming them with a small surprise gift to make their visit memorable.
PHOTOS: COURTESY FO SORAYA TSANTILIS
TNH: Has the rise of online shopping changed how Diaspora customers engage with El Brand before or after visiting Greece?
Soraya Tsantilis: Online shopping plays a key role in how we connect with our international audience. Many of our diaspora customers discover us while in Greece and continue to follow and shop the brand online afterward.
We are continuously investing in strengthening our digital presence to better serve our customers abroad, allowing them to stay connected with the brand and explore new collections through our website.
TNH: Looking ahead, what is your vision for expanding El Brand’s reach among the global Greek community?
Soraya Tsantilis: With great passion for our brand, we have already expanded into international markets including France, Germany, Italy, Japan, and the UK. Looking ahead, the United States represents a key focus for us, given the strong connection to the Greek diaspora and their appreciation for their Greek heritage. Our participation in major fashion trade shows, particularly in New York, plays an important role in growing our international presence. We were also honored to be featured in the series ‘And Just Like That’, a moment that highlighted the global appeal of Greek design.
We continuously explore opportunities to further expand our presence in the U.S. market. We are especially interested in connecting with members of the Greek community abroad who share our vision and passion for Greek fashion and craftsmanship, with the potential to collaborate on future retail projects, boutiques, and strategic partnerships.
Our vision is to continue building strong relationships with the Greek diaspora and to share our collections and heritage with a wider global audience.
El Brand Boutique Locations
- PLAKA BOUTIQUE – ADRIANOU 140
- SYNTAGMA BOUTIQUE – PERIKLEOUS 27
- KIFISIA BOUTIQUE – KOLOKOTRONI 14
