It takes a special kind of brand to create a collection that is perfectly balanced with high-end elevated elegant everyday wear, but still has the inclusion of some knockout evening pieces that can take their customer from day to night, in one gorgeous cohesive step, but GM Studio have managed it.
I was fortunate enough to be able to visit the GM Studio headquarters’ last month to check out their new collection and I was floored.
Perhaps it’s less surprising to understand just how exquisite the collection is when you learn that none other than brothers Georges and Armand Marciano started the brand, two out of the four brothers who founded Guess, with Guess’ former design director, Cinzia Simone now taking on the same position at GM Studio.
Guess saw the departure of Georges in 1993 and ten years later in 2003, Armand left. However it wasn’t until Simon’s departure from Guess earlier this year that the three came together to begin brainstorming GM Studio. They began discussions in February, March they had the full concept together, April, Simone began sketching, May they had their samples together and this month sees their full e-commerce launch.
However despite three of the team behind GM Studio coming from Guess, it couldn’t be more of a departure from the Guess brand. Initially meant to be a pure denim brand, GM Studio quickly evolved into a full premium lifestyle brand.
Both Georges and Simone in particular have a huge love of vintage. The pair combined has an impressive archive of vintage pieces and after going through their collections they were so inspired by the 70s, 80s and 90s that the trio knew they needed to do more than a denim collection and with that the foundation of the brand was set.
As we meet on a Friday afternoon in the bright GM Studio headquartes, Simone walked me through each piece of their collection. Although a start up and only 8 months from brainstorming to launch, the combined knowledge of Simone, Georges and Armand is the reason why this brand is so spot on.
All pieces are made in the US, something that the team are incredibly proud about and rightly so. All the denim is manufactured in the US with vintage inspired pieces make it luxury casual at it’s finest. The collection is made up of gorgeous separates including stunning shirtdresses, bow blouses in both a sleeveless and long sleeve, in a collection of gorgeous blush and neutral tones, or a bright red for those wanting a more standout piece for evening.
Their denim collection, as you might imagine is perfection, with a mix of high waisted and vintage wash jeans, and with a nod back to their vintage inspiration they have included some gorgeous bell-bottom flared jeans. Cleverly mixing the most popular pieces of vintage, with a level of quality in material that is rare to find these days, and added splashes of modern updates to each piece.
A real stand out piece from the collection is a leather shirt, that is cropped at the front, with layered draping at the back, which is modern yet classic enough to be relevant 20 years ago or 20 years from now.
Another incredible piece is the denim cape that mixes a vintage vibe with recycled denim but updated with a reconstructed cape shape to create a boxy blazer effect. Less form fitting than some of the ones we’ve seen in other collections, it’s new updated shape adds a cool and high-fashion vibe to the simplest pair of skinny jeans, ideal for a casual office look or an evening out with friends.
The entire collection is reinvented vintage. It’s a genius collection of pieces that are easy to wear. A skinny black jean that can be paired with a silk white blouse with wide cuffs for that chic LA day uniform then a quick change into their beige silk studio blouse for evening elegance. If you need that stunning evening gown, they also have you covered with a gorgeous knock out velvet number, or their vintage inspired wrap maxi shirtdress, with romantic ruffles, and oversized pockets in a creamy georgette, Japanese fabric. With their female inspiration of Janice Joplin, we see who our GM Studio woman is, effortlessly cool, with a style and class all of her own.
With the collection all made in LA, GM Studio’s have a huge amount of control over the manufacturing process. Also very important to them is the environmental factor. Aware of just how damaging the making of one pair of jeans can be to the environment, Simone tells me how they use just one cup of water to create their jeans using oxygen denim instead of the conventional method which uses almost 2,000 gallons of water, not great in any city, but especially in LA where we are struggling with the worst kind of drought.
GM Studio accessories also look set to be a new classic, with a vintage inspired equestrian vibe to them, we see the inclusion of a gorgeous leather bag, that will be a go to classic bag for both the gym and travel and even has space to hold a yoga matt at the front. Available in both a creamy beige and black, it’s the dream bag for the chic women or man on the go. They have an updated satchel that brings back the vintage feel full circle but with an updated style allowing the bag to double up as a clutch. Another classic piece that will always remain is the bandanna that was such a hot item they made into a shirt, dramatic, but easy wear is the name of the game.
Many of the pieces have been such a hit not just with the women but men, that they’ve now become unisex for the more androgynous pieces, with a view to expand later to even more specific menswear pieces due to the demand.
Initially designed to be an e-commerce brand, this soon changed as so many stores became interested in stocking GM Studio that they are currently available in 4 high-end boutiques. Now GM Studio are looking to open up more in the near future. These will include some high-end stores internationally. This is a smart move in my opionion. The collection looks amazing online, but it’s truly incredible in real life. You have to see it and feel it to understand the quality.
GM Studio have created an impeccable collection that work on an international level for any woman. It’s a new classic, for the girl who loves vintage but couldn’t be more modern in a new era. A beautiful blend of stunning reinvented retro pieces, with a couture silhouette at a reasonable price point makes GM Studio a truly exciting and stand out new brand.
GM Studio website
All lookbook Photo Credits: GM Studio.