FL Stories: Sanne Sehested’s Vintage Dream For GESTUZ

By Bethany Berkeley

GESTUZ AW24 (Jannick Børlum)

Creative Director of Copenhagen Fashion Week's favourite brand shares her story!

A vintage lovers dream, GESTUZ draws inspiration from times gone by adapting and reimagining them for the modern woman. Sanne Sehested founded her brand GESTUZ in 2008 rooted in the classic and chic aesthetic that is intrinsically Scandinavian. Every piece the brand produces is not only crafted using quality materials to create exquisite designs, but it made to be a timeless wardrobe piece.

We had the pleasure of catching up with Sanne Sehested as she shared with us her journey into the ever changing fashion industry and her love for all things vintage.

GESTUZ AW24 (Jannick Børlum)

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Bethany - Where did the journey begin for you?

Sanne: I founded GESTUZ in 2008, because I wanted to create a brand that was inspired by my own vintage wardrobe that I have collected through my entire life. I wanted to create a place that encompassed the kind of energy and attitude that I myself wanted to get from fashion. And what I want the wearer of GESTUZ to feel.

Bethany- How did GESTUZ evolve from a passion project into a fully-fledged business?

Sanne: It has somehow never been and still is a passion project. I worked in the industry many years before launching GESTUZ, so it quickly became quite a serious business. At the same time, there is still so much passion and playfulness in what we do every day. And especially over the last couple of years we have started to move even closer to what GESTUZ is at the core. Even more passion is felt every day.

Bethany- What would you say is the ethos behind the brand?

Sanne: We are always looking to create designs that emphasize the strength of women rather than overshadow – you don’t have to look a certain way to wear our clothes, you can make the clothes suit you. Whether you prefer to present more feminine, masculine, rock and roll or more minimalistic. We want to create pieces that allows interpretation from the individual. And we are always drawing oninspiration from earlier decades and a modern rock and roll woman.

GESTUZ AW24 (Jannick Børlum)

"We are always looking to create designs that emphasize the strength of women rather than overshadow"

Bethany- Thinking back to the very beginning, what was the eureka moment for you?

Sanne: That you don’t always have to listen to what everybody else has to say. There will always be opinions around you, and the real art is to filter out what doesn’t feel true to you. I am always looking to collaborate and become better, but it is also so important to trust my own gut feeling, and the vision I have for GESTUZ.

Bethany- New Businesses often face a lot of challenges, which ones did you face entering the fashion industry?

Sanne: For me it has been a lot about gaining and maintaining confidence in myself and my vision. Trusting that what I love and what I believe in is also the right thing for GESTUZ. With so many talented designers it is hard not to be compared to others – even by yourself. So it was a challenge to find my own place in the industry. But as with everything in life, as time passes and you get older, it is easier to trust your gut.

Bethany- Tell me your biggest achievement to date?!

Sanne: Creating the team, I have! I always say that I have many talents, but the biggest is hiring people. I am so proud to have created a brand and an environment that attracts such talented and kind people. Furthermore, it always feels like a giant achievement after every show we do!

GESTUZ AW24

"You don’t always have to listen to what everybody else has to say. There will always be opinions around you, and the real art is to filter out what doesn’t feel true to you."

Bethany- What would you say is your greatest source of inspiration?

Sanne: Music! It is hard to explain why or how, but music and the culture surrounding it – the people, the fashion, the parties – have always been such an important source of inspiration for me. When I feel a little down, I look towards some of the power women performing in the 70s and 80s, and it is like I am lit up again.

Bethany- Thinking about how far you've come, what would you say it takes to build a truly sustainable brand?

Sanne: Focus. Teamwork. Ambition. And the willingness to learn constantly!

Bethany- Tell me a bit about your passion for vintage style?

Sanne: The idea of finding something with a story, something that was loved and that lasted for many decades, is so interesting to me. It is also a testament to how circular fashion is. Everything comes back into style, and that is why I keep all my favourite pieces. I hope to create the same for other people when they shop GESTUZ.

GESTUZ AW24

"When I feel a little down, I look towards some of the power women performing in the 70s and 80s, and it is like I am lit up again."

Bethany- So GESTUZ launched a resale platform last year? How is it going so far?

Sanne: It is a very exciting process, and we are learning on the job. It is a new way of working for both us and the end-consumer, but we see an exciting future in this.

Bethany- It's 2024 and you recently had another amazing show for AW24. What does the future hold for GESTUZ?

Sanne: I want to keep growing and expanding the brand across new markets. And I want to do that while staying true to the GESTUZ DNA and our values. With my team behind me I see no limit to where we can go, and it is just all about believing in what we see GESTUZ truly being. Even when trends change, and times are hard.