London’s East Finish hums with the clatter of stitching machines and the rustle of handwoven silk. In a light-filled studio tucked behind a cobbled avenue, Georgia Crossley leans over a sample, her fingers tracing the contours of a kimono quickly to be stitched from biodegradable materials spun in Italy and France.
That is the birthplace of GeeGee Assortment, a model that has reshaped luxurious swimwear by fusing conventional British tailoring, international inspiration, and a fierce dedication to sustainability.
Georgia, who minimize her tooth at Alexander McQueen and Jenny Packham, launched her personal label on the finish of 2019. Reflecting on her journey, she says, “I had by no means dreamt of proudly owning my very own trend label till about two years in the past. After I completed my research, I began interning as a womenswear designer, first at Alexander McQueen after which at Jenny Packham, earlier than deciding to create my very own label on the finish of 2019.”
The transfer was daring, particularly in the course of the upheaval of the COVID-19 pandemic, however Georgia’s imaginative and prescient for a brand new type of luxurious was agency.
Driving the Wave of Sustainable Swimwear
Georgia’s journey was formed by her nomadic childhood—Paris, Cyprus, Hong Kong, and London—and by her firsthand expertise with the realities of mass manufacturing throughout a stint in China. Witnessing the impersonal, large-scale nature of the business motivated her to create a model that valued high quality over amount.
“Every part I design is handmade,” Georgia explains. “The materials are handwoven, bringing again conventional artisanship, versus mass-produced quick trend from the Far East.” This dedication to craftsmanship and sustainability is central to the GeeGee Assortment.
The worldwide luxurious swimwear market was valued at roughly $2.1 billion in 2023 and is projected to succeed in $3.5 billion by 2032. Georgia noticed a chance to carve out a distinct segment that was each unique and accountable. In 2023, demand for sustainable and eco-friendly swimwear elevated 35%, a pattern that continues to speed up as shoppers search options to standard trend.
A Model Constructed on Craft and Conscience
GeeGee Assortment’s swimwear and kimonos are crafted from unique, hand-designed textiles—distinctive materials you received’t discover at every other model, utilizing zero-waste manufacturing strategies that set a brand new commonplace for environmentally accountable luxurious trend. The materials are handwoven by artisans in Italy and France, then assembled within the UK and EU, guaranteeing every garment is exclusive and ethically produced. Georgia’s “wearable artwork” philosophy implies that no two clients will ever personal the identical piece—an exclusivity that has resonated with a rising base of prosperous, eco-conscious girls.
The model’s best-selling Zodiac set—comprising a kimono, shorts, and trousers—exemplifies this philosophy. Every merchandise is produced from materials not discovered elsewhere available on the market, and each sew is positioned by hand. The result’s a group that stands out for its artistry and dedication to gradual trend.
Sustainability on the Core
Sustainability is not only a buzzword for GeeGee Assortment. The model is a member of 1% for the Planet, committing to donate the equal of 1% of product sales to environmental nonprofits. Its manufacturing practices reduce waste and carbon footprint, with all improvement and manufacturing happening in London and the EU.
Georgia’s non-seasonal philosophy implies that new items are added all year long, slightly than in giant, wasteful collections, and solely eco-friendly, biodegradable supplies are used the place attainable.
This dedication is mirrored within the broader market context. The worldwide sustainable trend market was valued at $12.46 billion in 2025 and is anticipated to succeed in $53.37 billion by 2032, rising at a compound annual development charge of 23.1%.
The biodegradable materials market, specifically, is increasing quickly, projected to develop from $4.5 billion in 2024 to $10.2 billion by 2034. Georgia’s insistence on utilizing solely the best, most sustainable supplies positions GeeGee Assortment as a frontrunner of this motion.
Standing Out in a Crowded Market
The posh swimwear sector is fiercely aggressive, with established manufacturers like Isabel Marant and Hayley Menzies dominating the market. But Georgia has managed to distinguish GeeGee Assortment by way of its distinctive mix of artistry, exclusivity, and environmental accountability.
Whereas the worldwide luxurious swimwear market is anticipated to develop at a CAGR of 5–6% over the subsequent decade, GeeGee Assortment’s deal with {custom}, handcrafted items has allowed it to seize a loyal following amongst discerning shoppers searching for one thing actually distinctive.
Georgia’s model has additionally benefited from the rise of direct-to-consumer gross sales and the rising affect of social media. On-line retail channels noticed a 40% year-over-year development in luxurious swimwear gross sales in 2023, and GeeGee Assortment’s Instagram following has surpassed 10,000—no small feat for an unbiased label that has grown organically, with out paid promoting.
The Hustle Behind the Hype
Constructing a luxurious model from scratch is not any simple feat. Georgia remembers the early days as a whirlwind of sourcing materials, discovering the appropriate sample makers, and studying the intricacies of working a enterprise. “Getting it began and off the bottom is essentially the most troublesome half,” she admits. “There are such a lot of belongings you don’t take into consideration till you begin a enterprise your self.”
Regardless of these hurdles, Georgia has achieved notable milestones: over 1,000 gross sales, greater than 100 shoppers, and options in top-tier trend publications resembling Glamour, Elle, L’Officiel, and Vogue. Her model’s success is proof of authenticity and the rising urge for food for sustainable luxurious.
Manifesting Progress One Assortment at a Time
Going ahead, Georgia is concentrated on increasing GeeGee Assortment’s presence within the US market and persevering with to innovate in sustainable luxurious. The model is about to introduce new strains, together with knitwear and residential decor, whereas sustaining its dedication to artisanal craftsmanship and environmental accountability.
Georgia’s imaginative and prescient for the long run is obvious: “I might like to have a bigger assortment, increase my enterprise into knitwear, and be identified extra on a worldwide scale. I’m a powerful believer in manifesting your personal actuality, and for that, I believe it’s worthwhile to work in the direction of the larger image of what you need to see in your future.”
She additionally presents recommendation for aspiring designers: “Begin small, even whereas working a full-time job. Save sufficient to create your first samples, and take the chance. I want I had began sooner.” This pragmatic but formidable philosophy has been key to her success.
A New Customary for Luxurious
In an business usually criticized for its environmental influence—trend manufacturing accounts for as much as 10% of humanity’s carbon emissions—GeeGee Assortment represents a logo of what’s attainable when creativity and conscience collide. Georgia’s work is not only about making lovely garments; it’s about redefining the which means of luxurious for a brand new technology.
As the worldwide marketplace for sustainable luxurious continues to increase, Georgia’s story presents a compelling case examine in how unbiased designers can problem business norms and set new requirements for high quality, exclusivity, and environmental stewardship.
The Artwork of Gradual Vogue
Central to the GeeGee Assortment is a dedication to gradual trend. Georgia’s designs will not be dictated by seasonal traits however by a want to create timeless items that might be cherished for years to return. This philosophy has resonated with clients who worth high quality over amount and are prepared to put money into clothes that inform a narrative.
The success of the GeeGee Assortment displays broader shifts in client habits. In 2023, the demand for custom-fit and made-to-order luxurious swimwear elevated by 20%, and the marketplace for resort put on and equipment that complement swimwear grew by 28%. Georgia’s capability to anticipate and reply to those traits has been key to her model’s development.
The Journey Continues with Function and Ardour
Georgia Crossley’s journey is way from over. With plans to increase into new markets and product classes, she is able to take GeeGee Assortment to even larger heights. Her story is considered one of resilience, creativity, and a deep-seated perception within the capability of trend to make a constructive influence on the world.
Because the solar units over London’s East Finish, the studio’s hum fades, however the imaginative and prescient that drives GeeGee Assortment stays as vibrant as ever. In a world the place luxurious and sustainability are more and more intertwined, Georgia Crossley is proving that it’s attainable to create magnificence with out compromise—one handcrafted piece at a time.
