KOORELOO was featured by NewMoney, in an extensive story by journalist Maria Lemonia, tracing the journey of the brand from its beginnings in Greece to its growing international presence.
At the heart of the story is the unexpected beginning of KOORELOO: a traditional Greek kourelou, transformed through instinct, colour and craftsmanship into a contemporary handbag.
What began as a personal creative experiment soon developed into a distinctive design language — one rooted in memory, Mediterranean culture and handcrafted detail, yet created for a modern international audience.
The article follows the story of KOORELOO founders Lila Karagianni and Alex Krassanakis, who left established careers in banking to pursue a completely different path. Their journey evolved around creativity, entrepreneurship and a strong belief in creating objects with identity rather than simply following fashion trends.
For KOORELOO, the traditional Greek kourelou became more than a textile reference. It became a source of inspiration: a connection to childhood memories, family homes, weaving, colour and the tactile character of handmade objects.
This emotional connection gradually developed into a contemporary design vocabulary, combining traditional techniques with unexpected materials, bold textures and modern silhouettes.
From Greece to an international audience
What began with a single handcrafted bag soon travelled far beyond Greece.
NewMoney highlights KOORELOO’s international development and its presence in more than 20 countries, as the brand found its way into major fashion destinations and some of the world’s most recognized retailers.
KOORELOO creations have appeared through names such as Saks Fifth Avenue, Neiman Marcus, Shopbop, Rent the Runway and Revolve, while the brand has also attracted attention from international fashion media, including Vogue.
Its distinctive design identity has crossed into popular culture as well, with KOORELOO appearing in the Netflix series YOU.
From Athens and the Greek islands to international fashion capitals, the evolution of KOORELOO reflects a design philosophy that remains recognizably Greek while speaking to a global audience.
Beyond the handbag
The NewMoney feature also captures an important part of KOORELOO’s evolution: the brand’s creative universe has never been limited strictly to fashion.
Over the years, KOORELOO has developed collaborations and projects connecting design with art, culture and destination experiences.
From artistic collaborations and cultural projects to creations associated with destinations such as Monaco and the Yacht Club de Monaco, the brand continues to explore how its visual language can move beyond the traditional limits of a handbag collection.
Each project retains the same foundation: handcrafted construction, strong symbolism, distinctive materials and a deep relationship with Greek and Mediterranean culture.
Design born from memory
The story of KOORELOO is ultimately a story of transformation.
A familiar object from Greek domestic life became the starting point for an international design brand.
Traditional textiles became contemporary surfaces. Memories became motifs. Craftsmanship became a means of creating objects that carry both cultural references and an individual point of view.
What started intuitively evolved into a recognizable creative identity — one that continues to connect Greek heritage with contemporary design.
A journey without borders
From the first bags created in Athens to international boutiques, global media, cultural collaborations and television appearances, KOORELOO has followed an unconventional path.
The journey has never been only about geographical expansion.
It is about taking something deeply local and allowing it to become universal.
Greek heritage. Contemporary design. A creative language without borders.
Further Reading:
Read the full feature by Maria Lemonia on NewMoney →
The original feature is published in Greek.
