Creating a Successful International Fashion Brand

Insights from a couture and sportswear designer and mom of two

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Samantha Giraud 

Samantha Giraud is the founder and creative director of global performance and sportswear brand, XAMAS and couture collection, She established her designing career in 2003 and expanded her fashion artistry while studying at the world-renowned school “Ecole de la Chambre Syndicale de la Couture Parisienne” in Paris. As a former figure skating coach, she also founded ICE MODEL, a modeling contest since 2011.

Her fashion sense is influenced by her mother, bringing about her passion for creating chic, elegant, and high-quality apparel. From bright, vibrant colors and exquisitely streamlined tailoring to ultra-feminine silhouettes and boldly unique yet wearable pieces, her signature style is exhibited with intricate hand beading, exceptional appliqué, fine embroidery, and rhinestones. She splits her time between Hong Kong and Paris.

What is your backstory?

I am a classically trained couture designer and performance sportswear designer based in Hong Kong, but am showing my spring/summer 2019 collection called HK1950. We’re revealing the collection tomorrow at the Salons Marceau in Paris.

What is this spring/summer 2019’s collection theme?

I was inspired to design this collection by the economic revival of the Hong Kong textile industry in the years after World War II and the simplicity of my parents’ generation of the 1950’s. This collection is all about combining the classicality of the east with the sophisticated draping, sewing, and tailoring of the west.

What are some of your favorite pieces in this season’s collection?

Some of my favorite pieces in the Spring/Summer 2019 collection are jackets and coats, and of course some luxury-made sportswear. All of the pieces are designed for style and function.

Ricky Yip, Photographer

What is your favorite part about being a designer?

I worked hard to make my dream and vision come true. I’ve essentially made what once seem impossible, possible with the help of my team. They are just simply amazing. I would not been able to accomplish what I have without them.

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