Germany has a new fashion label made in Berlin – VICTORIA GEISER. Victoria Geiser created her debut line of flowing silk blouses, structured coats and exciting suits for women who elegantly cause a sensation in cooperation with the renowned fashion designer Anna von Griesheim. Tom from Superior Magazine talked to Victoria Geiser about her label and how tough it is to start a new business in these times.
Victoria, before we talk about your label could you please tell us a bit about your professional background?
Happy to! I started an apprenticeship as a tailor and fashion designer at Lake Constance and then moved to Berlin for my studies in fashion management. Afterwards I gained a few years of experience in the fashion industry and started working in marketing, PR and event management for a German fashion label. In the last year I became the label´s manager.
During this time I met the designer Anna von Griesheim and it clicked immediately. After talking passions, projects and plans with her, we decided to start our own business, the platform BERLIN, next floor.
From speaking to our clients, I realized it would be very interesting to design a collection for the daughter of our customers and dress the next generation of women! And here is my first collection “Victoria Geiser” – A timeless capsule. For the women shaping tomorrow.
Was it always your dream to have your own fashion label?
It was secretly always a dream of mine that I did not dare to say out loud. I don’t think I am the typical artist designer but I know exactly what is missing in my everyday life and I want to realize this in a high quality, elegant and timeless way. I thought there are so many collections and labels, the fashion industry is flooded, and I didn’t want to produce a collection just for the sake of it. The need for great quality, curated and timeless items is why I started the platform and quickly realized that I can meet the zeitgeist of my generation!
From personal contact with our customers, we learned that they appreciate a ‘niche product’ and were interested in my design and vision. This convinced me to add another collection to this fashion jungle, a collection that already had a clientele and a demand before it was even created.
You launched VICTORIA GEISER beginning this month. It’s a tough moment to start a new label. Why at this moment?
I simply went the other way around and first set up an online store for German and European manufacturers and then launched my own product in the form of my collection. The platform BERLIN, next floor was created precisely out of these strange times. We want to strengthen synergies and make manufacturers visible.
This concept works so well because we combine it with events and personal contact, I just had to make my dream come true. I also believe that these times are difficult, but that they are also showing us what is actually important. I feel that we all want quality, sustainability and aesthetics. I hope that these times will help us to create more awareness about a product again. My collection should say exactly that.
What are the characteristics of your clothes? What’s the VICTORIA GEISER DNA?
The DNA of my collection is strong, clear and feminine like the women wearing it. My debut line in cooperation with Anna von Griesheim, consisting of flowing silk blouses, structured coats and exciting suits, I have created for women who elegantly attract attention. Whether they are perfectly dressed at a customer dinner or feminine at candlelight, my pieces always provide that certain je ne sais quoi.
A high-quality, detail-oriented and sustainable production is essential for me, because the designs should accompany their wearer for a lifetime.
In short: A timeless capsule.
For the women shaping tomorrow. Curated pieces for the naturally elegant. Effortless elegance from day-job to date-night.
How important is sustainability for you? Where do you produce your clothes?
Sustainability is self-evident for me; I believe that this topic has a different value in my generation and simply belongs to it. All my clothes are produced in Berlin. I don’t want to produce fashion if someone in my production chain has to suffer from it. Most of my fabrics are made of bamboo and I try to understand where all materials and ingredients come from.
Will you have seasonal collections?
I am planning to produce a summer and a winter collection. Let’s see how it works out in these wild times.
VICTORIA GEISER is a womenswear label. Is there any reason for not designing for men as well?
Well I would say professionally I am in the women’s world and if this idea works, I could think about the men’s world.
Who are the “typical” VICTORIA GEISER customers?
The customer of the VICTORIA GEISER collection has natural poise and elegance, is around 35, in the middle of her career and pays great attention to quality and sustainability. Her lifestyle is multi-faceted, which is why she likes to dress herself in timeless pieces that adapt to all her life situations.
Any next plans you already can disclose?
This year was and is very adventurous for me. I have realized my dreams with the platform and the collection and now it is time to establish it. My next goal is to realize nice events for my community and live my concept with our partners in the upcoming year.
Thank you for the interview!