Sofia Tchkonia is the under-the-radar founder of Mercedes-Benz Fashion Week Tbilisi. She is responsible for networking and promoting Georgian fashion abroad. With a background in the film industry, Tchkonia had wanted to be a film director and launched an interview series that featured guests including Pierre Bergé and Rick Owens. She eventually took over and grew the BeNext Foundation, a festival and design contest that has uncovered Georgian talent including George Keburia and Lado Bokuchava