There’s a certain spirit steering mainstream fashion right now. Grounded in youthfulness and nostalgia and endorsed by the usual suspects (Kylie Jenner, Hailey Bieber, Rosalía, Dua Lipa et al), the mood is carefree, easy and fun. A handful of indie brands have captured the mood perfectly – Barcelona-based label, Gimaguas, is among them.
Viral products have become a rite of passage for new-gen brands, defined by seeding, clever campaigns, pop-ups and engaged followings. It’s a formula Gimaguas founders Sayana and Claudia Durany know all too well. First, came the Été, a striped knitted halter-neck minidress that became an Instagram sensation in 2020. Then, the Franca, a studded leather bag that – despite its widespread duping by retail giants – was initially a slow-burner for Sanaya and Claudia, who carried prototypes for a couple of years prior to its release. The sisters’ thoughts on the copies? “We are part of this online generation where references circulate a lot on the internet. It’s kind of flattering – we just take it as if we’re doing something right,” they tell Vogue.
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