Rouvas won Fashion Icon of the Year, fashion designer and stylist Lakis Gavalas, who presented the award to him, hinted at the label's launch by asking the entertainer his thoughts about launching one. The label is exclusively available at Greek department store retailer Sprider Store, Greece's largest multinational department store franchise. Rouvas officially announced the label's launch at the 27 July Corinth stop of his 2010 summer tour. The line was inaugurated on 16 September at the Vogue Fashion's Night Out at the Sprider Store on Ermou Street 54 in downtown Athens. The brand caters equally to both sexes and is marketed towards a contemporary young adult market. The logo is Rouvas' signature, part of his Sakis Rouvas franchise brand, which includes ownership to other merchandise such as a line of dolls and music recording masters. On 26 July the official teaser for the brand was released, featuring Rouvas in a design room, approving designs and trying on the clothing. Rouvas discussed the label on the premiere of Vrady Me Ton Petro Kostopoulo on 6 October, where he joked that the reason why he decided to create it was because "he had no more clothing as he is constantly ripping his at concerts". In October 2010, a television commercial for the line was released. Reception Madata praised Rouvas' marketing innovation saying that he "demonstrated again that he is the one and only superstar in the country and a role model for many young people" as well as adding that "[f]urthermore, he has nothing to be envious of foreign stars who put their signatures on perfumes, clothing, accessories, and anything else you can imagine". Anny Tzotzadini of Greek reporter believed that it would change the standards of marketing in Greece. Notes External links Official site Clothing brands Sakis Rouvas