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A Green Mood

BEHIND THE BRAND: MEET STINE GOYA

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CAN YOU TELL US A LITTLE ABOUT YOUR LIFE? WE’D LOVE TO KNOW WHO THE 20 YEAR OLD STINE WAS? HOW DID YOU DRESS, WHAT WERE YOU INTO, WHAT DID YOU DO FOR FUN?

20-year old Stine was not a lot different than I am now to be honest. Only, she maybe was a bit more carefree and naive in a way. I had this hunger to leave Copenhagen to experience the world on my own. I studied at Central Saint Martins in London – for me the epicentre of fashion and culture at that time. I spent a lot of time at galleries, music venues and flea markets and – just like now – wore a lot of colour and vibrant pieces that represented my personality.

 

YOUR BRAND EXPLODES WITH IMAGINATION, WHERE DOES THIS COME FROM, WOULD YOU SAY THAT CERTAIN PERIODS OF YOUR LIFE HAVE FUELLED THIS OR DO YOU ALWAYS HAVE LOTS OF CREATIVE IDEAS?

My mind is always full of ideas and I love to soak up all kinds of impressions and inspiration from anywhere I go. It is often events that seem random at first that later end up having an impact on my work. These experiences can be all sorts of things. It can go from being in nature, to being inspired by friends and family, to seeing a certain artwork, movie or exhibition, to witnessing a sunset. I usually find inspiration in the most unexpected places.

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WHEN YOU LAUNCHED STINA GOYA IT WAS VERY UNIQUE COMPARED TO THE TYPICAL SCANDINAVIAN AESTHETIC. WHAT MADE YOU GO FOR A MORE COLOURFUL AND ARTISTIC APPROACH AND WERE YOU NERVOUS AT THE TIME?

Stine Goya was born out of a conscious decision – I knew I wanted to establish a brand that set itself apart, injecting colour and print into the Scandinavian design scene. When I founded the brand in 2006, I recognised that there was a hunger for more playful, artistically driven design with silhouettes that felt effortless giving the wearer a certain confidence. Scandinavian fashion had been very much about minimalism, muted colours, sleek fits and no big experiments – which was the opposite to how I understood and felt about fashion. I wanted to inject colour and prints into everyday life. Stine Goya is a universe of colour that is born of and rooted in the sheer joy of creativity and confident individuality. Of course I was nervous, but I believed in my intuition and until this day, it has never failed me.

 

BEFORE BECOMING A DESIGNER YOU HAD A CAREER IN THE FASHION INDUSTRY IN VARYING WAYS, HOW DID THIS HELP TO INFORM WHAT THE STINE GOYA BRAND WOULD BECOME?

Designing for myself and establishing a brand was always my end game. It’s been a real privilege to be able to gain knowledge from so many areas of the industry and feel that I owe the success of Stine Goya to my comprehensive career path towards establishing myself as a designer. From studying at CSM – delving into the history of design and exploring my own aesthetic, modelling and understanding how clothes move and feel on the body, to pulling together trends and looks as an editor – every step of this journey has informed my vision and enhanced my intuition.

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WOMEN ARE AT THE CENTER OF YOUR BRAND, YOUR CLOTHES HELP TO EMPOWER THEM AND CELEBRATE WHO THEY ARE. WHAT WOMEN INSPIRE YOU?

Every single woman and individual feels inspirational to me – I don’t want to break it down to a specific gender. I think everyone has gone through different life-changing experiences, especially if you happen to don’t fit into a specific conformal and very privileged box. Out of this reason, our House of Goya arises – we wanted to dedicate our brand to everyone who wants to be part of our world and reflects our values. It is dedicated towards a culture of diversity and inclusion. Nomatter who you are, you can be part of our community – just come as you are.

 

YOU’RE A PRINT PIONEER, IT HAS BEEN THE HEART OF THE BRAND FROM THE BEGINNING. HOW DO YOU APPROACH DESIGNING WITH SUCH INDIVIDUAL EXPRESSION AND WITH SO MUCH COLOUR AND VIBRANCY?

It is actually a collective effort, a team designing rather than only me pushing my ideas onto the team. We ́re a small and very close unit and every time we start working on a new collection, we try to go to inspirational places all together to get started. We hold brainstorming sessions and that is where the first creative ideas and concepts really start to shape the story for the upcoming collection. Everyone ́s own experiences and emotions have an impact in this process, making each collection even more precious to me.

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YOU OFTEN DRAW INSPIRATION FROM THE DESIGN AND ART WORLD, WHO OR WHAT IS INSPIRING YOU AT THE MOMENT AND WHY?

For our current AW21 collection, we have been looking at the New Romantics of the 1980s and the Grunge of the 1990s. After this seemingly eternal experience of lockdown and isolation, of being at home, we wanted to dedicate the collection to the dazzling energy of the night and going out. Bands and musicians like Spandau Ballet, Roxy Music, Nirvana and David Bowie reflect for me this insatiable hunger for experiment that we have all been missing.

 

YOU RETURNED TO SHOW AT COPENHAGEN FASHION WEEK BUT THE SHOW OFFERED SO MUCH MORE. IT WAS A FULLY IMMERSIVE EXPERIENCE, FOR THOSE WHO WERE THERE AND THOSE WHO CAN NOW WATCH THE FILM. WHY DID YOU CHOOSE TO APPROACH THIS PRESENTATION DIFFERENTLY?

After the amazing response to our AW21 film, combined with the longing to get back in the physical game, our ambition from the start was to find a way of combining both physical and digital worlds with a format created for a live audience, but would allow for them to be removed at the last minute if new restrictions came in to play. The typical livestream format really didn’t appeal to us. It just wasn’t the way we wanted people who could potentially not travel for the show to experience the collection for the first time. So idea of creating a show to facilitate a film – instead of the usual vice versa – came into life and we are more than happy about the result.

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WE’RE SO GLAD YOU’RE PART OF THE ONLOAN FAMILY, YOU WERE ONE OF OUR FIRST BRANDS. WHY DID YOU CHOOSE TO PARTNER WITH US?

It is our pleasure! We strongly believe in the rental concept and we love the universe you have created with Onloan. I love the idea that a single piece of garment can have many more lives than just one – it makes it so more special and just think of all the memorable moments it will see!

 

WHAT DOES SUSTAINABILITY AND SLOW FASHION MEAN TO YOU?

Sustainability is a top priority for our brand and we incorporate it into every action we take. In my opinion, it is our obligation as a brand to establish sustainable practices and drive change towards a more responsible future as much as we can. Our Sustainability Policy is focused around three key focus points: Product, Planet, People. We have identified five main goals in our updated Sustainability Policy for 2021 which are actually more ambitious than ever before. First and foremost, we aim to use 90% sustainable and/or recycled material across our collections by 2025. We are also investing in Diversity & Inclusion programmes such as a series with Mentoring Matters – connecting candidates with mentors across the fashion industry creating first- hand learning opportunities to increase diversity in the creative labour market.

WHAT DO YOU WANT THE STINE GOYA LEGACY TO BE?

Stine Goya is a universe of colour that is born of and rooted in the sheer joy of creativity and confident individuality. It is the foundation of our brand DNA and we want to spread our message of happiness around the world.

 

QUICK FIRE ROUND

  • Print of block colour? Print
  • Traditional ballet or contemporary? Contemporary
  • Stay in or go out? Go out
  • Show or presentation? Show
  • A/W or S/S? S/S
  • 1920s or 1980s? 1980s
  • Day rave or night rave? Night rave
  • Novel or poetry? Poetry
  • Pastel or neon? Pastel
  • Wine or cocktail? Wine