Adjara Group, the hospitality and lifestyle company founded in Georgia, has announced the acquisition of key intellectual property assets and archival materials related to the contemporary Georgian fashion brand Mach & Mach.
The company revealed its intention to reposition and expand the label as a globally recognized luxury name, describing it as a “distinctive voice with untapped international potential.”
The Tbilisi-based group stated that it plans to build on the brand’s creative heritage while introducing a broader strategic vision aimed at strengthening its presence across global markets. According to the company, the relaunch will focus on preserving the original identity of the brand while adapting it to a new phase of growth.
Representatives of Adjara Group commented: “We are proud to bring renewed attention to a Georgian brand that has already made a strong impression internationally. Our current focus is on studying its creative DNA and defining a clear foundation for its future development.”
The company emphasized that the project is still in its early stages. A key priority will be assembling a leadership and creative team capable of translating the brand’s established aesthetic into a long-term vision. No official timeline has been provided regarding the announcement of a creative director or the debut of a new collection.
As part of the relaunch strategy, Adjara Group is collaborating with cultural institutions, fashion curators, media platforms, and industry advisors. The goal is to increase awareness of the brand’s evolution and its contribution to the growing recognition of Georgian fashion on the international stage.
Central to the revival will be the brand’s archive, which includes signature footwear designs, embellished accessories, early sketches, campaign imagery, and runway documentation. These materials have been sourced from private collectors and long-term collaborators who have followed the brand since its early development.
The archive represents an essential resource for understanding the visual language and craftsmanship that define the brand. It will serve as both inspiration and reference for future collections, ensuring continuity between past and present.
A curator involved in preserving the archive noted: “It is exciting to take part in shaping the next chapter of a brand that has already influenced how Georgian design is perceived globally. The archive is rich with ideas that can inspire future generations.”
The relaunch is expected to highlight the balance between bold femininity and decorative detail that originally defined the label. At the same time, the brand aims to explore new directions that reflect evolving consumer expectations and contemporary design approaches.
Who is behind Mach & Mach?
Mach & Mach is a Georgian fashion brand founded by sisters Nina and Gvantsa Macharashvili. The label gained international attention for its distinctive aesthetic, characterized by crystal embellishments, sculptural heels, and a strong emphasis on statement footwear.
Since its launch, the brand has become one of the most recognizable names to emerge from Georgia’s fashion scene, contributing to the country’s growing reputation as a hub for creative talent. Its designs have been worn by global celebrities and featured in major fashion publications, reinforcing its position in the contemporary luxury market.
Before establishing their label, the founders developed their expertise through studies in fashion design and experience within the industry, gradually shaping a visual identity that blends glamour with modern edge.
Over time, Mach & Mach expanded its collections beyond footwear to include ready-to-wear and accessories, maintaining a consistent focus on bold silhouettes and decorative elements. This evolution has allowed the brand to reach a wider audience while staying true to its core aesthetic.
The importance of the brand lies not only in its commercial success but also in its cultural impact. It represents a new wave of Georgian designers who have brought international attention to the region through a distinct and recognizable design language.
Looking ahead, the challenge for Adjara Group will be to build on this legacy while introducing a renewed structure that supports sustainable growth. The relaunch aims to position Mach & Mach as a long-term player in the global luxury landscape.
Industry speculation has already begun regarding who might take on the creative direction of the brand in its next phase. While several names have been mentioned in media discussions, no official confirmation has been made, and the company has declined to comment on any rumors.
The revival of Mach & Mach reflects a broader movement within the fashion industry, where brands with strong identities are being rediscovered and reimagined for a new generation. By combining heritage with innovation, the project seeks to reinforce the global relevance of Georgian fashion.
