Drapers talks to Danish womenswear designer Stine Goya about her eponymous brand and the journey from Central Saint Martins graduate to Copenhagen Fashion Week staple.
Danish-born Central Saint Martins graduate Stine Goya founded her eponymous label in 2006, making her debut at Copenhagen Fashion Week in 2007. This year the brand celebrated its 10th anniversary with a catwalk show brimming with looks from the Stine Goya archive. Known for feminine shaping, artistic prints and signature exuberant stylings, the brand has around 260 stockists worldwide, and 24 in the UK including Zalando and north London independent Wild Swans. Wholesale prices for the spring 18 collection ranging from €26 (£23.60) for a T-shirt to €185 (£168) for a printed kimono. Goya speaks to Drapers about the inspiration behind her brand.
What’s your background? How did you become interested in fashion?
I think it started when I was very young, I always loved looking at my parents and their friends when they visited – how they dressed for dinners and parties.
From a very young age I enjoyed mixing colours and weird styles so soon after I learned how to sew my own dresses. Years later I decided to go to London to study at Central St Martins.
How did you come to set up your own brand?
After graduating, I felt it was time for me to return to Denmark. I got an offer from Danish magazine Cover to work there as a fashion editor and decided to take the opportunity and make important contacts within the fashion industry.
A year later I launched my own label. In the Scandinavian market, there was a gap for artistic and playful designs so I decided to fill it, even though, at the time, I did not really know what it would take. I wanted to leave my own mark in the fashion industry by taking a new and different approach.
Where do you find your inspiration?
I find inspiration whenever I travel – it can be Italian architecture that catches my eye, a piece of South American art or a beautiful landscape. The art world continues to influence my work, and has been a part of the brand ever since the beginning, it fuels my creativity – it is adding and extra layer to my design process.
You focus on bright colours and patterns quite often – why does this appeal to you?
I believe that fashion must be playful! I love when women wear eye-catching colours and beautiful prints. I want to push women’s perception of how they dress, to make them more daring – so that people will notice and compliment!
How would you describe the Danish aesthetic?
Usually, I would answer this with three words: calm, clean and simple. However, I actually believe it has changed a bit over the last few years, especially within the fashion scene, and people are being more daring in the way they dress. People are more into colours and prints, which I of course enjoy.
How do you keep yourself motivated and creative?
My creativity is always with me. When I go for a walk or when I look at things that surrounds me in my daily life. Sometimes it can be a single word that I read in a magazine, or energy I take from quiet moments, where I find the time to rest in me and simply enjoy the silence. I’m very ambitious and my expectation is to always deliver the best, empower and motivates me
Do you have a favourite piece you’ve designed?
I am super excited about our new tailored styles, which all have the Goya DNA with colourful details and our own woven patterns.
What is the best piece of business advice you’ve received?
Stick to your own DNA.
Favourite clothing brand
At the moment I like Sophia Kokosalaki for her unique way of using colours.
Favourite places to shop
I really like a place called “The Apartment” in Copenhagen. It’s a shop decorated like a home but with beautiful curated furniture, lamps and other objects that you can purchase.
Last fashion purchase
A Missoni cashmere knit I bought in Lombardy, Italy. Bought it for its 1970s look. Can’t wait to wear it during winter time!
I went to a beautiful national park in Lombardy (Italy) where we went hiking with friends
Last book you read
Om Foråret by Karl Ove Knausgård. He describes simple things like everyday life and thoughts in a very clean and pure way
First real job was as a model in a London-based agency – a perfect way for me to earn money while I was studying
I always loved taking pictures, so I would say a photographer
What would we find you doing at the weekend?
I love chilled weekends. Going to our summerhouse and taking long walks along the coast or enjoying Copenhagen by night with my husband and friends