There are certain fashion brands that have happiness baked into their very soul, and we’ve never before needed that kind of contribution to our wardrobes as much as we do now. The reason why I felt it was time to highlight one Danish label in particular is because my current morning routine goes a little something like this: *Opens up Instagram, sees something joyful, instantly knows it’s Stine Goya.*
Stine Goya is the smile-inducing, Insta-friendly brand that I feel has been the most buoyant fixture over the past 18 months. Perhaps, the DNA with which it is built upon has made it stand out even more during these strange, sombre times. Many designer lines now blend into a singular, homogenous mass, with repetitious trends, obvious pieces, colours and prints running across them all, but there’s something about Stine Goya that feels separate from the rest—offbeat, even. I am lucky enough to own three charming items—two printed midi dresses, one knit—and I wear them on repeat, because for all of their statement-making appeal, they are easy to throw on.
Only recently, at Copenhagen Fashion Week, was Stine Goya back in the spotlight after a couple of very notable celebrity moments and cult products over the summer. Their runway for spring 2022 looked as vibrant as ever, and I’ve noticed that drops of dresses and knitwear seem to fly out of stores as soon as they hit. The data backs it up: “Searches for the brand have been growing since the start of August; they’re currently up 33% month-on-month,” says global shopping platform, Lyst.
Stine Goya may have first established her eponymous brand in 2006 and been popular ever since, but 15 years later it appears to be riding a powerful wave that’s even luring minimalists to a magical world of pattern and colour. Keep reading to find out more about Stine Goya the brand and designer, the key pieces to invest in and who’s been wearing it, in both A-list and influencer spheres.
Unfortunately for those of us who want to copy Hailey, Kendall and co. the checkerboard knits are all but sold out right now. We’re working on getting an update for you and will report back. Until then, you can pre-order spring 2022 via Moda Operandi (yes, some people like to be that organised) or try out one of the new intarsia styles. Patterned dresses and loose-fitting midis are coming in strong, and you can’t go wrong with any one of Stine Goya’s unique prints in any category.