A bold new name emerges on the Georgian fashion scene. TV host and Glamour Georgia editor-in-chief, Tamta Kvaratskhelia, unveils KVARA a brand that embodies not just clothing, but freedom, self-expression, and the spirit of Georgian heritage.
The journey began in Beverly Hills, where a test dress caught the eye of locals and international visitors alike. This attention sparked American investment and global interest, yet Tamta made a deliberate choice: KVARA would be born and registered in Georgia, honoring both her family name and her country as a global fashion presence.
“KVARA is more than fashion, it’s a path where Georgian character, freedom, and individuality converge,” says Tamta.
The brand’s philosophy rests on three pillars:
• Glamour + Statement Fashion celebrating uniqueness and self-expression.
• Empowerment & Lifestyle freedom and the pursuit of one’s own path.
• Capsule Thinking
each collection is a short story, with the wearer at the heart of the narrative.
KVARA blends glamour with street style, from elegant evening gowns and tailored suits to casual everyday wear and accessories. The first collection has already reached European buyers, with a global debut planned for New York Fashion Week.
Tamta emphasizes that she never set out to be a designer. Her role is to architect the brand’s vision, strategy, and international positioning, collaborating with expert creatives on each line.
Future plans include menswear, children’s lines, footwear, and accessories, alongside exclusive global retail experiences. The brand’s mantra, “Win Your Way,” inspires wearers to turn freedom and individuality into personal success.
With its bold vision and global ambitions, KVARA is defining a new chapter for Georgian fashion, establishing Tamta Kvaratskhelia as the country’s ambassador to the world of style.
