Meet The Designer: Stine Goya
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I was a model before I launched the brand in 2006. It gave me such a unique perspective on the industry. After I graduated from Central Saint Martins, I became a fashion editor, which taught me a lot about trends, styling and navigating the fast-paced fashion world. The multifaceted nature of my career path has given me a comprehensive understanding of the industry, and I believe my success as a designer is due in large part to my diverse range of experience.
Stine Goya's aesthetic is best described as a celebration of colour – it’s also imbued with confidence and an artistic edge. We’re known for creating elevated styles and our fearless exploration of unexpected colour combinations, playful prints and bold shapes. We want the wearer to feel emboldened with the confidence to be unapologetically themselves.
Dopamine dressing and creative expression are paramount for the Stine Goya woman. She’s intrinsically bold in her approach to life and unafraid to make a statement with her look.
Stine Goya is about much more than following trends – it’s about expressing your personality. Our goal is for people to take risks and feel confident in their own skin.
I’ve never been beholden to trends. I like to trust my gut and be led by my own sources of inspiration. The key to good style is staying true to yourself and your personal aesthetic. A big part of our aesthetic involves art, which plays a big role in my life. In fact, the brand aesthetic is very much interwoven with who I am. Living colourfully is a lifestyle, so when I was decorating my house, I wanted every room to have a different colour and vibe.
We’re always designing for multi-faceted women – many of whom lead on-the-go lives. In Copenhagen, we’re all used to living an active life, so a big part of Scandi style is knowing how to combine clothes in a practical way without looking boring.
The consensus is that Scandi design is synonymous with minimalism – but that’s no longer the case. Scandi design has undergone a significant evolution in recent years, diversifying into a mixed landscape of different styles, including colourful maximalism. I started the brand as a point of difference, championing what I like to call a ‘more colourful life’. It’s a mantra I still live by today.
Our Copenhagen HQ is right next to the Royal Palace. Our workspace is in an old building with high ceilings and stucco, so it’s a very aesthetically pleasing space. It’s also the home of our design studio, where my talented team and I design our collections from scratch.
My career highlight was when Michelle Obama wore one of our suits. It was a real game-changer and a moment when I really felt like all the years of hard work and development had paid off. More recently, we’ve dressed Kate Hudson, Lily Collins, Hailey Bieber and Kendall Jenner. It’s such a pleasure to dress powerful women.
When Hailey Bieber wore our Adonis knit, it sold out in minutes. The checked pattern became our most covetable design, and since then it’s been a staple in all our collections – evolving into cardigans, skirts and even swimwear. It’s wonderful to have such sought-after pieces that are so emblematic of the brand.
I love experimenting with my own personal style. It’s an ever-evolving thing and I love to play with colours, textures, patterns and prints. For shoes, I love Spanish brand Hereu and one of my favourite jewellery brands is the Danish brand Greigst. I also have some special Marni pieces in my closet and I love a good vintage find.
Copenhagen Fashion Week is finally gaining more international attention. It’s amazing to see high-profile editors from around the world at the shows, and it’s always such a special time for me and my team. We work tirelessly to bring our vision to life and the afterparty is always a highlight. We all let loose and celebrate together.
My main challenge as a designer is to evolve with the industry and the customer. The past few years have been a path of discovery for us to move towards more sustainable practices and materials – an equally challenging and exciting journey. We definitely have a responsibility to run our business sustainably, which is something we’re gradually introducing. For example, we’ve just launched sunglasses that are made from 100% responsibly sourced materials – from the frame to the lens and even down to the assembling screws. It’s something we’re very proud of.
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