The words Passion and Power epitomise the personality of Gestuz, a brand with ambition and creative flair combined with an effortless delicacy. The force behind the brand, Sanne Sehested Nielsen has created a brand which is a perfect juxtaposition of laidback rock chick and feminine minimalist style, which keeps a strong focus on the latest trends.
Interview for Flannels magazine
Danish brand Gestuz brings us into AW14 with their ‘Time to Be a Woman’ collection. The Nordic label’s design philosophy is all about androgynous styling and minimal silhouettes updated in fluid silks, textured knits, leather and mohair bringing a sophisticated, ladylike edge to the signature understated aesthetic. AW14 sees monochrome shades, print and texture allowing the wearer to experiment to achieve the Gestuz effortless chic. Cutting edge print stories and innovative textures including quilting and sheer panelling bring a subtle edginess to traditionally laid-back pieces. We spoke to Sanne Sehested, Gestuz founder and creative director, about the brand’s design process and the Gestuz woman.
Tell us about your design studio.
We have a great office in Ikast, Denmark, which has a wonderful energy. We have a creative corner where we display fabrics, inspiration and mood boards. We have mannequins and sewing machines. It’s a fantastic creative space where all parts of the business come together.
What is the first thing you do when you begin to design a new collection?
We start by travelling around the world to cities like New York and Paris to gain inspiration. We also visit suppliers to look at new fabrics for the season.
Over the last few years Scandinavian fashion has become huge. How do you capture the essence of the ‘Scandinavian woman’ in your collections?
As we are a Danish brand, the Scandinavian design ethic is inbuilt in every one of our team and is a core part of the brand DNA. We are minimalistic and clean in our style so we are very Scandinavian in this sense; however, we combine this with the rock and roll vibe that the brand is known for.
What are your favourite pieces from the AW14 collection?
My favourite piece from the collection would have to be the amazing black and white Tita wool coat which is perfect for the colder months. I would also recommend the Diem dress, an essential little black dress and the Alba rock and roll leather jacket.
Is there anyone you would love to see wearing Gestuz?
Kate Moss. She is a great fit for Gestuz and epitomises the brand with her rock & roll sense of style.
Gestuz is a young label, founded in 2007. How has the brand developed since then?
The biggest development is that the Gestuz girl has grown up becoming more soft and feminine with more of a sophisticated undertone. The focus is also shifting more towards fabric qualities as we have realised that this is something the Gestuz customer is very interested in.