To celebrate London Fashion Week, we’re talking to some of our favourite up-and-coming fashion brands. Here, we talk to Danish brand Gestuz who give a fresh and contemporary approach to Scandinavian simplicity…Why did you start your brand?
Having my own brand based on what I love has always been a dream to me. Back in 2008 I was so lucky to have the chance, so I did it.
What drew you to fashion?
I have always been into fashion, from when I was very young. Trend and the personal expression in dressing has always fascinated me
What’s your design process like?
The design and development process starts 1 year before the collection hits the stores. I always have tons of ideas before starting a new collection. I always travel to inspiring places and cities, everywhere from Tokyo to LA or a museum. Then we start setting the colours, deciding on the styles and print. When all the drawing is done we start getting samples, that is when my ideas come to life. It is always very exciting.
The Gestuz woman “is a dreamer as well as a realist, she beautifully balances the striking and the subdued in her look” How will this reflect in your next collection?
The AW17 collection is a wide mix of laid back cool street inspired pieces and catchy elegant pieces. The Gestuz girls likes to dress up, but in a laid back and self-confident way. She combines the catchy glamorous styles, like the long maxi jacquard rose dress worn with loose fit jeans underneath and flats. We have added a removable sweat collar to the fake fur coat so it can be both cool and elegant.
How do you think Gestuz and Urban Outfitters complement each other?
Urban Outfitters is an edgy and powerful universe with a fashion forward way of thinking; Gestuz is exactly that way, so we complement each other in a perfect way
What’s the story behind this year’s collection?
The collection is inspired from the authentic artistic scene in New York. With strong references to Iris Apfel and wu tang clan. The collection is a merge between these two worlds, balancing dressed up glamour meeting unrolled hip hop vibe.
What’s the Danish fashion scene like and how does it inspire you?
The Danish fashion scene is very versatile and free. It has been going on for some seasons now. The personal style shines through on the girls on the street; dress code is over and personal dressing is in.
In what ways do you think Danish fashion is influencing London’s fashion scene this season?
Danish fashion is laid back and easy to wear. We have become more bold with colourful prints, and have a playful approach to using our signature layering look mixed with sports influences.
What’s next for your brand?
A Gestuz store in Copenhagen next year when we are celebrating our 10 year anniversary.