Talking about those two backgrounds of yours, French and Dutch, can you tell us a little bit more of how they come to represent the brand on ideas and elements?
It’s a constant balance between two opposite styles. With my French dna I want to showcase a more elegant and chic fit so that it’s easier to wear. And with my dutch style I want to showcase a more eccentric and colorful identity. It brings the drama to the table. So, when I design a more commercial outfit, I always try to add a little twist to make it more interesting such as ruffles or embroideries.
You also have this commitment with sustainability, since using recycled certified materials as well as upcycled materials. Which are the difficult parts of ensuring the origin of everything from fabrics to packaging?
To ensure the origin of my products, I think that the most difficult part is to find the right partnership. Before teaming up with a supplier, I thoroughly research everything about them: where and how they produce, the quality of their work, their reputation with past clients, and so on. It takes time, but it assures me that I work with top-notch people. I really focus on the quality of my products and packaging.
Is there a specific piece to which you have more emotional attachment, like a favorite, or one that gave a head start for the rest of the collection?
There’s definitely one: my Grace Corset with a beige-blue floral print. It’s made from an old curtain that belonged to my grandfather. He gave it to me before he passed away because he knew how much I loved it. He always believed in me and encouraged me to start my brand. So, I thought it would be wonderful to give this beautiful material a second life and bring joy to someone else, just as it brought happiness to my grandparents.
You also focus on the quality of your pieces, reinforcing the value of sustainability and proposing as you say ”responsible luxury”. Is there an intention on keeping some iconics as permanent collections or would you say that each collection is going to be unique?
There’s certainly an intention behind it. As you might know, practicing “responsible luxury” involves using leftovers from high fashion brands. Therefore, each creation is both unique and exclusive. I truly appreciate the concept of maintaining certain iconic pieces as permanent collections. Even though they are permanent, they will never be identical. It’s impossible to find the exact same fabric, so while they may be permanent, they will undoubtedly remain unique and distinct from their previous versions.
What can we expect for the next collection of Guillaume Alexandre, is there any spoiler you could give us, if the inspiration comes from another iconic artist or musician maybe?
If I had to drop a hint, I’d say I’m going for something vibrant and graphic, but always with a deeper meaning. It’s shaping up to be my most personal collection yet, and it’s not inspired by a musician, so… stay tuned!
