In a modern world where fashion often fades with the seasons, a luxury brand emerged with a vision to create something enduring and rich in meaning. Xenia and Tonia, a mother daughter team, draw inspiration from Greek heritage and mythology, crafting luxury scarves that blend artistry with sustainability. With a background in clothing and tourism business, they launched FETOLIA to share their passion for culture and creativity with the world.
Each silk piece is created with a commitment to both beauty and environmental consciousness, honoring Greek traditions. The result is a collection that transcends trends and celebrates the enduring spirit of heritage. In this editor’s interview, we explore the how the brand came to be, and how founders Xenia and Tonia redefine luxury accessories through a cultural storytelling and Greece-inspired design.
"Each design starts with a story or a dream rooted in Greek mythology, nature, or history. From there, we reimagine it into modern, vibrant patterns that feel fresh yet meaningful."
What inspired you to launch FETOLIA, and why did you choose to specialize in silk scarves as your primary product?
FETOLIA was born from a deep desire to share our Greek heritage with the world in a contemporary and wearable form. Scarves hold a timeless elegance—they’re versatile, intimate, and personal. Specializing in silk scarves felt natural because silk embodies luxury, while the fluidity of the fabric allows the designs to tell a story through movement. It felt like the perfect canvas to bring my cultural inspirations to life.
Your brand's motto speaks to "making the imaginary possible." Can you share how this vision influenced the design and aesthetic choices for FETOLIA’s scarves?
Our motto reflects a commitment to blending tradition with innovation. Each design starts with a story or a dream rooted in Greek mythology, nature, or history. From there, we reimagine it into modern, vibrant patterns that feel fresh yet meaningful. We want people to feel as though they’re wearing a piece of art—something that sparks imagination and transports them to the enchanting world of Greece, wherever they are.
We want people to feel as though they’re wearing a piece of art—something that sparks imagination and transports them to the enchanting world of Greece, wherever they are.
"Greek roots are the soul of FETOLIA. From the intricate patterns inspired by ancient pottery to the bold blues and golds reminiscent of the Aegean Sea and Greek sunsets, every element pays homage to my heritage. "
What was your greatest challenge in launching a luxury scarf brand?
One of the biggest challenges was creating a product that resonates emotionally while maintaining uncompromising quality. Entering the luxury market also meant balancing tradition with modernity—ensuring that the brand appeals to a global audience while staying authentic to its roots. Another significant challenge was building awareness and trust as a new brand in competitive international markets. There are many reliable brands selling scarves so we had to propose a different product to attract our customers.
What do you enjoy the most about working on FETOLIA’s collections?
The creative process is our favorite part. We love diving into research—whether it's exploring ancient Greek motifs, natural landscapes, or symbols—and then translating those inspirations into designs. Seeing the first prototype of a scarf come to life and knowing it will connect someone to Greek culture brings us immense joy.
What is the meaning behind the name “FETOLIA” and how would you describe the brand in three words?
Behind FETOLIA ‘s name are the letters of our beloved family names who are always sending their positive energy. In three words, we would describe the brand as elegant, storytelling, and timeless.
Hellenic culture is known for its strong appreciation of nature and symbolism. How do these elements manifest in the storytelling of FETOLIA’s collection?
Every scarf in the collection draws inspiration from Greece’s natural beauty and rich symbolism. For example, olive branches, waves, or mythical creatures are infused into the designs to reflect themes of resilience, harmony, and transformation. Each piece has its own narrative that celebrates Hellenic values while allowing the wearer to interpret its meaning in their own way. There is a second line in FETOLIA named Fashion Scarves, which is mainly inspired by the nature or ethnic motifs.
What do you cherish most about your Hellenic roots, and Greece as a country?
We cherish Greece's incredible ability to blend history, art, and natural beauty. From its rich mythology to its vibrant landscapes, there’s a sense of wonder in everything Greek. What we love most is the deep connection to storytelling—every symbol, tradition, and place has meaning and soul.
How have your Hellenic roots influenced FETOLIA’s brand identity and aesthetic, especially in the choice of patterns, symbols, or color palettes?
Greek roots are the soul of FETOLIA. From the intricate patterns inspired by ancient pottery to the bold blues and golds reminiscent of the Aegean Sea and Greek sunsets, every element pays homage to my heritage. Symbols like the meander (Greek key) or blue eyes (for good luck) or ancient characters combined with flowers, often appear as motifs, weaving historical and cultural significance into each piece.
How do you hope your pieces shape perceptions of Greek aesthetic heritage?
We hope FETOLIA redefines Greek heritage for modern audiences—showcasing it as not only historic but also dynamic and relevant. By offering designs that are both rooted in tradition and forward-looking, we want people to see Greek culture as a source of inspiration and timeless sophistication, not confined to the past.
View the collection at fetolia.com and instagram.com/fetolia
WORDS | Portes Magazine
IMAGES | FETOLIA