Photographed by Marco Giuliano.

For she is more than just a vision, a being whose light knows no bounds and a sanctuary from the chaos that rages beyond. A talk with French-Dutch fashion brand Guillaume Alexandre, in a fashion story by Marco Giuliano and Anca Macavei.

You say that music is part of your creative identity and one of the reasons you wanted to get into fashion. Can you tell us a little more about how it influences your creative process and how it inspired you on starting your own brand?

I’ve always been passionate about music. When I was younger, I felt so lost until I encountered Lady Gaga’s music videos on TV. Her artistry totally clicked with me. That’s when I knew I wanted to be a fashion designer. Music provides me with a profound sense of freedom to express myself artistically, and I aspire to infuse this liberating essence into my work. Whenever I listen to music, it inspires me to sketch whatever comes to mind spontaneously. This process is very intuitive. It helps me envisioning colors, shapes, prints, and materials, pushing me to think outside of the box. Additionally, each garment I design have the birth name of a singer I was inspired by. For example, my orange coat is named “Cari,” and it’s inspired by FLETCHER.

What is your personal music taste and does it also have an influence on the identity of the brand, besides your dual French-Dutch nationality?

GI’m a big fan of musicians who dare to be different. Lady Gaga, Charli XCX, and Rosalía are my favorites; they are innovative in their own unique ways. They inspire me to take pride in myself. Tove Lo has always held a special place in my heart. She was my first supporter, believed in my vision, and chose to wear my outfit during her Sunshine Kitty World Tour. That was the moment I knew I had to start my brand. So I would say that my musical taste leans towards pop and more experimental genres such as hyper pop & electronic music.

The name of the brand is a combination between yours and your brother’s name. Does he also have some kind of participation in the brand or was it more of an homage?

Guillaume Alexandre is an ode to my dual culture because, when translated into Dutch, it becomes “Willem Alexander,” the name of the current Dutch king. I pay close attention to subtle details, so I thought it would be meaningful to have a brand name that honors both my culture and my biggest supporters: my family. They are my daily motivation, and I wouldn’t be where I am today without them.

Your first collection was inspired by Kandinsky and his synesthesia which in his case consists of him listening to music and in the meanwhile perceiving colors and shapes. Would you say that you interpreted this kind of movement with your ruffles and the fluidity they give to the pieces?

Kandinsky’s work truly resonates with me because, like him, I listen to music and then inspiration strikes. It comes naturally to me, and the choice of shapes, colors, and prints represents my own interpretation of the music I’m listening to. So, for this collection, shapes are represented by ruffles and the fluidity they bring to my creations. I love how they completely transform the body shape depending on how you pose. For example, my Tove pants with ruffles always create an interesting shape during a photoshoot.



Photography: Marco Giuliano / @marcogiulianoph
Styling: Anca Macavei / @ancamacavei
Fashion: Guillaume Alexandre / @guillaumalexandre
Set assistant: Lidia Gomez Leonardo / @mamba.vt
Interview & Production assistant: Mariana Santiago / @nanasantiago
Model: Lily at Elite Models / @lily.novaa @elitemodelworld

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