Evangelina Fysa didn’t wait for permission. Long before she was crafting strategies for global brands, she was emailing London Fashion Week as her own agent, determined to carve out space in an industry that rarely offers it freely. If she could send a message back to that younger version of herself, it would be simple: rejection is inevitable, keep going anyway.
That early act of resourcefulness wasn't naive. It was the first sign of a mindset that would come to define her work: you don't wait for a seat at the table. You build your own.
Today, Evangelina leads Bungálow 28, a strategy firm that looks at the world and the industry with a distinctly different lens and a member of Business of Fashion.
Listening over lecturing
Where others see "emerging markets" in the Global South, Evangelina sees long standing ecosystems of innovation and heritage, too often under-amplified. For her, the real shift isn’t in “discovering” places like the GCC or South Asia. It’s in listening to them.
“Western brands come in with a broadcast mindset”, she says. “But relevance here is earned. These regions are not monoliths. Heritage and hypermodernity coexist in ways that demand humility rather than hubris”.
When technology meets emotion
This philosophy of listening over lecturing extends into her views on fashion’s future, particularly as technology like augmented reality (AR) and spatial computing transform how people engage with brands. While she acknowledges the power of digital innovation, Evangelina remains firm on what should never be lost: the emotion of fashion.
“Touching fabric, seeing how a garment moves in real life, those rituals are irreplaceable”, she explains. “Technology should amplify that awe, not erase it”.
It’s a balance Evangelina navigates often, especially as new technologies like artificial intelligence (AI) and blockchain sweep through the industry. Bungálow 28 was mapping fashion supply chains long before traceability became a buzzword, but Evangelina is quick to point out that transparency alone isn't enough. For her, technology must be a tool for storytelling as well as data.
“A QR code isn’t impact”, she says. “It’s knowing how to weave human stories into those codes that matter”.
She’s seen firsthand what happens when brands chase trends without purpose, especially during the NFT gold rush. Many brands leapt in, dazzled by the medium but forgetting the message. Evangelina's approach remains grounded: every new platform is tested by one question, does it deepen the brand’s emotional connection with its audience?
If not, she walks away.
That principle also underpins Bungálow 28’s work in the Gulf, a region known for its grand luxury experiences. In Evangelina’s view, there’s no contradiction between spectacle and sustainability, just a need for more intention. With modular designs and conscious logistics, Bungálow 28 shows that scale can be circular, and memories don’t have to come at the planet’s expense.
Even as AI becomes a bigger part of creative workflows, Evangelina maintains a careful line. “AI is a collaborator, not a crutch”, she says. Her team has pulled back from projects where generative tools veered into the dehumanizing. For Evangelina, the brand’s soul must stay intact, technology should never dilute it.
Resonance over reach
The world is undoubtedly consuming content faster than ever, and in this context, Evangelina sees no excuse for sacrificing storytelling craft. Whether it’s a 15-second Reel or a full-length campaign, Evangelina treats every piece of content like a haiku: precise, deliberate, and meaningful. Short form doesn’t have to mean shallow, it can be the gateway to deeper storytelling.
Multilingual by nature, working fluently in English, Greek, and French, Evangelina credits her creative fluency to thinking across languages. "Each language carries its own logic and rhythm", she says. "It’s cultural fluency”. That awareness once helped her navigate a cross-regional campaign where a single mistranslation could have derailed months of work. For Evangelina, multilingual thinking is a form of brand protection.
Looking ahead, she doesn’t measure success by scale alone. If Bungálow 28’s legacy were ever studied alongside names like Hermès or Saint Laurent, she knows exactly what she would want: to shape cultural relevance.
The fashion industry is increasingly obsessed with speed and reach. Evangelina is betting on resonance and believing that the brands worth remembering are the ones you can still feel, long after the campaigns have faded.