Georgia Hardinge
Georgia Hardinge is inspired by new technologies and innovation. The London-based brand incorporates a strong sculptural style bringing a three-dimentional approach to wearable pieces. This was recognized by the British Fashion Council when she was awarded BFC Contemporary Sponsorship for her unique work.
After launching her label in 2010, Georgia begun to build her identity as a sculptural designer. Her inspiration for design comes from a passion for architectural shapes and structures, which is apparent throughout her work. She works on developing minimal pleating techniques from paper sculptures, combining this with new technological fabrics and textile treatments.
Since her London Fashion Week debut in S/S 2010 Georgia’s designs have been worn by some of the biggest names in the creative industry. Florence Welch, Beyoncé, Lady Gaga, Alicia Keys and Grimes are just a handful of celebrities that are fans of the brand. Her signature style has been recognized by Vogue, Harper’s Bazaar, Marie Claire to name a few and most recently The Financial Times ‘How to Spend it’. She has been named as Grazia and Elle’s ‘One to watch’ and Instyle’s ‘Name to know’.
The Strategy
Georgia Hardinge is a very unique brand. Though its sculptural shapes and silhouettes look utterly breathtaking on the screen, we knew that experiencing her products at a physical trunk show was going to be the best possible way to convey the magnitude of her designs.
I. Physical Sales & Brand Introduction
The majority of our collaboration with her was during our physical trunk shows in Antwerp, Delhi and Kolkata. It was clear from the start, the audiences of Europe and India were fascinated by her designs and they ended up being a best-selling brand in both the continents, despite the higher price point.
II. Stock Optimization
We also played a huge role in helping Georgia Hardinge optimize her stock by exposure to new markets. We took a lot of the pieces that were on sale, that were beautiful and at the same time they were extremely wanted in the Indian market for their colours, cuts and silhouettes as well as great price points.
All her pieces were classics and available in a large variety of colours. This worked to both are advantage as we were able to offer our audience a number of options and actively promote her products as well.
III. Partnership
She is a designer with whom we have an on-going relationship. Given her strong digital presence, we amplify it by directing leads onto her website and working in a collaborative manner whenever possible.
