How Stine Goya Created Her Eponymous Fashion Label
Cult, colourful and confidence-boosting: this Danish designer is reimagining Scandi-cool. Here, she shares just how
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How Stine Goya Created Her Eponymous Fashion Label
Cult, colourful and confidence-boosting: this Danish designer is reimagining Scandi-cool. Here, she shares just how
By: George ElliotPortrait photographed by Rasmus Weng Karlsen
Champions of the creative spirit, we've always spotlighted those who go above and beyond to deliver the unexpected – and now we’d like to help push them forward. Join us as we share the stories of the most courageous changemakers, experimental artisans and progressive innovators that make the Liberty community so extraordinary.
Think of Scandinavian design and what do you see? Sleek, clutter-free interiors clad in pale pine? Perhaps minimalists decked in muted, nature-derived colours? For Danish fashion designer Stine Goya, however, her interpretation is much more vibrant – vivacious, even. Renowned for amped-up silhouettes, can’t-help-but-touch textures and spirit-lifting prints, her cult womenswear sidesteps the clichés and, since her Copenhagen Fashion Week debut back in 2007, has been redefining the Scandi spirit as we might know it. But where did her journey towards becoming a darling of the fashion scene first start? And, as a tastemaker that’s long been intrigued with the mood-boosting potential of clothing, what’s her secret to crafting such empowering collections? Here, we sit down with the designer to unravel the backstory of her brand…
THE MAKING OF STINE GOYA
How Did You First Get into Fashion Design?
It really started from a young age. I grew up in a small village outside Copenhagen, and I used to take part in these after-school activities where you could try different hobbies. I was especially drawn to sewing and spent all my spare time from as young as eight years old repairing things and making clothes for myself and my family. When I was older, I knew I wanted to immerse myself in the fashion world. I moved to London to attend Central Saint Martins where I studied Fashion Design with Print – of course. I’ve always had a fascination with the art world, and I always wanted to explore how I could merge this with fashion. And so, Stine Goya the brand was born.
Describe Your Brand in an Elevator Pitch…
Our brand is driven by an ethos of living a more colourful life, both through your choices in what you wear as well as the choices you make in everyday life. When I first started the label I wanted to push the boundaries and break the mould of the minimalist Scandinavian fashion at that time, by bringing together playful patterns, vibrant colours and effortless silhouettes. It’s about welcoming colours into your world and feeling empowered to be one’s most authentic, and confident self.
Images photographed by Liv Jank
You Say that You Want Your Clothes to Empower People. In What Ways do Your Designs Make the Wear Feel Extraordinary?
Colour and print have always been at the core of my creativity. I truly believe in the power of dopamine dressing. Colours make people feel uplifted, positive and optimistic. I think letting go of the belief that you must dress muted and minimal to be taken seriously is one of the best things you can do. Allowing yourself to exude confidence through what you’re wearing and how that makes you feel is an incredibly important tool. Our effortless silhouettes paired with bold colours and unique prints do just that.
You’re a Prominent Tastemaker Within the Scandinavian Fashion Scene. What’s Your Interpretation of the Scandi Design Spirit?
I think the Scandinavian aesthetic has developed a lot over the years. Scandi designs are more playful and fun these days, which is synonymous with what we have been honing in terms of brand aesthetics since the beginning. There’s certainly something to be said for the functionality of the design aesthetic here. Cycling in Copenhagen is a must, so we always want to make sure there’s a level of functionality in our pieces without sacrificing style, of course.
How Important is Craftsmanship to Your Atelier?
It’s essential. We’re not a trend-led brand, so we want our pieces to feel special and last from season to season. We’ve been looking at details in even more depth in our recent collections; for our SS24 collection, we’ve worked with beautiful pearl buttons and different ways of deconstructing styles. It’s these things, I feel, that set our pieces apart.
Images photographed by Liv Jank
When Are You at Your Most Creative?
It varies from collection to collection. I might see an exhibition or a piece of art that moves me, or sometimes it can be as simple as a fantastic book I’ve read or film I’ve seen. There’s no rhyme or reason to it, and I think that’s what is important – it has to come naturally, never forced. I’m incredibly lucky to have an amazing team around me who can translate my ideas into clothing, and that is integral to the brand. We each inspire one another as well. We have a very international team which I love, and when we all bring our unique aesthetics and ideas together, that’s when things really come alive.
On Stine's Wishlist
What’s Your Biggest Distraction?
Would it be strange if I said inspiration itself? I’m constantly flooded with ideas and concepts, and sometimes honing in on just one theme can be so tricky. You could say it’s both a blessing and a curse!
What Advice Would You Give Someone Looking to Start Their Own Brand?
Don’t be afraid, and believe in yourself. If you have something you want to say, a message you want to push then be bold and do it. There are no regrets to be had from doing what feeds your soul.
Images photographed by Liv Jank
What Does Success Look Like to You?
Success can be measured in a variety of ways. I think for me, it’s looking back at our journey as a brand. We launched the label back in 2006, and to see how far we’ve come as a brand, as a team and how it’s shaped who I am today and the community we’ve built; it’s a beautiful feeling.
What Are Your Three Best Tips for Creativity?
1. Surround yourself with people who challenge your narrative and aesthetic.
2.Travel and explore – you never know where or when inspiration might spark.
3. Relax and don’t try to be anything you’re not; I firmly believe that creativity can’t be forced and allowing it to come naturally and staying true to yourself is imperative to the creative process.
