The Sakis Rouvas Collection is a ready-to-wear fashion brand headed by Greek entertainer Sakis Rouvas. This was launched exclusively to Greece's largest department store franchise, Sprider Store, in 2010, which made Rouvas the first Greek artist to have his own fashion line. History and premise Sakis Rouvas had long been considered a fashion and stylistic icon in Greece. He was known for having several trademark looks, such as various jackets, leather pants, and aviator sunglasses. He received accolades such as Celebrity with Best Personal Style from MAD TV, one of the two musicians awarded for fashion, as well as Best Dressed Artist in a Video in 2006 and Fashion Icon of the Year in 2010 at the MAD Video Music Awards. He has been cited as influencing fashion among musicians and many other artists have been cited to imitate his personal style. Rouvas has been the first Greek artist to market themselves through merchandise, and with the launch of the Sakis Rouvas Collection he became the first Greek artist to have his own fashion label. It further expanded the entrepreneurial image Rouvas had established for himself within the period of 2009–2010, having launched business ventures such as a restaurant, nightclub, beauty salon franchise, and film and television production company. For the creation of his fashion label, Rouvas teamed up with several professional fashion designers and stylists to create the looks, while he also had creative input in the design department, choosing styles, giving his ideas on and approving designs. Rouvas' partner since 2003, supermodel Katia Zygouli, gave some input on the female designs. The premise of the brand is to exhibit Rouvas' own personal style and tastes, and is an attempt to mix high-end fashion with affordable prices that the majority of the public would be able to purchase. According to its publications, the brand's top priority is about the comfort of the wearer, as well as aesthetics, beauty, and elegance, and attention to detail. Rouvas summarized: "I wanted to create an entire collection that would express my aesthetics, to answer to the [financial] needs of the current times, without making discounts in quality and to be loved by the consumers who will find a distinct perception of fashion that everyone can interpret according to their own style and persona." Marketing Rumours of Rouvas beginning his own fashion label began in 2010; at the MAD Video Music Awards 2010, where