Energy from classical and modern art, greek radiance, natural raw materials, vibrant polymorphic forms and lines that extend motion, create the ethereal but earthly world of Ioanna. The respect towards man and nature, the instinctive comprehension of traditional ideals and the quest for futuristic harmony, constitute her unique design and expression principles. Having studied fashion design, costume design and stage design, compelled with a vision to change “the image seen, standing still, at a traffic light”, Ioanna Kourbella proposed for the first time in 2003 a subversive fashion concept, an amalgam of simplicity and refuge, thespianism and freedom. The way clothes envelope the unique energy flow of every human body is Ioan- na Kourbela’s main source of inspiration along with the elements in nature, the hec- tic pace of life and cultural diversity of Athens, Greece. Her collections reveal the different aspects of a minimalist aesthetic embracing the simplicity and charm of classical harmony.