In the ever-evolving world of fashion, new talent continuously emerges, bringing fresh perspectives and innovative designs to the forefront. This year, at the highly anticipated Summer Fashion Weekend 2024, one name has particularly caught the attention of fashion enthusiasts and industry insiders alike – Angelika Zaugg. As the founder and creative force behind the eponymous brand Angelika Zaugg, she made her stunning debut at the event, showcasing a collection that blends timeless elegance with modern flair.
Angelika Zaugg is a visionary designer whose passion for craftsmanship and travel has culminated in a collection that captivated audiences and industry professionals alike. Her brand, known for creating exclusive and luxurious destination pieces, offers more than just clothing; it provides a narrative that connects the wearer to the spirit and elegance of the world’s most stunning locations.
In this exclusive conversation with cultural analyst and journalist Egor Sharay known for his insightful commentary and deep understanding of contemporary cultural dynamics, Angelika Zaugg shares her exhilarating experience debuting at the Summer Fashion Weekend, the inspiration behind her unique collections, and how her brand is carving out a distinctive niche within the luxury fashion industry. She discusses the philosophy that guides her creative process, her commitment to quality and timelessness, and her vision for the future of luxury fashion. Join us as we explore the world of Angelika Zaugg, where each piece tells a story of elegance, sophistication, and a deep connection to place.
Egor Sharay: Angelika Zaugg’s fashion brand made its debut at the Summer Fashion Weekend 2024. How was that experience for you, and what kind of feedback did you receive from customers?
Angelika Zaugg: Making my debut with my brand, Angelika Zaugg at the Summer Fashion Weekend 2024 was an incredibly exciting and rewarding experience. Since it was my first fashion show, it felt like a significant milestone for the brand. The energy at the event was palpable, and seeing the reaction to our collection, especially the exclusive pieces from the St. Barths collection, was truly gratifying.
The feedback from customers and industry professionals was overwhelmingly positive. People were drawn to the unique concept of the brand—exclusive, luxurious destination pieces curated specifically for particular locations. They appreciated the quality craftsmanship, the attention to detail, and how each piece reflected the spirit and elegance of the destination it was inspired by. It was particularly rewarding to hear how much they loved the beautiful hues that captured the essence of St. Barths. Overall, the experience affirmed that the vision I have for Angelika Zaugg resonates with those who value luxury, quality, and a deep connection to the places they love.
Egor Sharay: How would you describe the aesthetic and philosophy behind your latest collection? What makes it unique within the luxury fashion industry?
Angelika Zaugg: Presenting the collection at the Summer Fashion Weekend 2024 was a truly exciting experience, especially since it included some exclusive pieces from our St. Barths collection. While it’s still confidential, I’m thrilled to share that the collection will be displayed at a location in St. Barths at the end of the year. This collection is particularly special because it embodies the essence of what Angelika Zaugg is all about – exclusive and luxurious destination pieces.
What makes Angelika Zaugg unique is that each collection is curated specifically for a particular location, ensuring that the designs reflect the spirit and elegance of the destination. For instance, the St. Barths collection captures the effortless sophistication of the island with pieces that are not only stylish but also practical for the luxurious, laid-back lifestyle that St. Barths represents, incorporating the beautiful hues and colors of the island.
All our pieces are handmade in Miami, using only the finest silk. This commitment to quality craftsmanship and material excellence ensures that each garment is as luxurious as it is unique. Our brand is designed for those who seek something beyond the ordinary—a wardrobe that is not only beautiful but also connected to the places they love. Clients will only be able to purchase our pieces through authorized retailers.
Egor Sharay: Who or what are your biggest influences when designing a new collection? How do cultural or global trends impact your creative process?
Angelika Zaugg: My biggest influences when designing a new collection come from a combination of personal experiences, the unique qualities of specific locations, and a deep appreciation for craftsmanship. Travel is a huge inspiration for me – each place I visit offers something new, whether it’s the colors, textures, or the overall atmosphere.
When it comes to trends, I prefer to take a different approach. I don’t follow trends because I aspire for my pieces to be timeless and unique. My focus is on creating designs that will remain relevant and elegant for years to come, rather than something that might feel dated after a season. I believe that true luxury is about enduring style and quality, which is why I invest so much in craftsmanship and selecting the finest materials.
Egor Sharay: Luxury fashion often tells a story. How do you weave narratives into your collections, and what story does your latest collection aim to tell?
Angelika Zaugg: In my latest collection, particularly with the St. Barths’ pieces, the story is one of effortless sophistication and serene luxury. I wanted to capture the essence of the island, from its vibrant hues to the gentle sea breeze, and translate that into clothing that feels as much a part of the landscape as it does a part of the customer’s lifestyle. Each piece is designed to tell the story of an escape to a place where the beauty of the surroundings is mirrored in the beauty of the garments.
Egor Sharay: How do you see the luxury fashion industry evolving in the coming years? What role do you hope your brand will play in that future?
Angelika Zaugg: I see the luxury fashion industry evolving towards greater authenticity and personalization. I hope Angelika Zaugg will lead this change by offering timeless, luxurious pieces and establishing a location in each country that seems fit for the brand.
Egor Sharay: In luxury fashion, tradition and innovation often intersect. How do you balance maintaining timeless elegance with introducing contemporary elements in your collections?
Angelika Zaugg: Balancing timeless elegance with contemporary elements involves carefully blending classic design principles with modern touches. I achieve this by focusing on high-quality materials and traditional craftsmanship to ensure that each piece has a lasting appeal, while also incorporating innovative details, such as unique fabrications or updated silhouettes, to keep the collection fresh and relevant. This approach allows me to honor the heritage of luxury fashion while embracing the evolving tastes and lifestyles of today’s fashion-conscious clientele.
Egor Sharay: Do you draw inspiration from specific cultures or regions for your collections? If so, how do you incorporate these influences while maintaining the luxury essence of your brand?
Angelika Zaugg: Yes, my collections are indeed inspired by specific destinations. I draw from the unique attributes of each place – such as its colors, textures, and cultural nuances – and incorporate these elements into my designs.
